Test bank consumer behavior 10e schiffman kanuk chapter 11

Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 11 The Influence of Culture on Consumer Behavior 1) Given the broad and pervasive nature of , its study generally requires a detailed examination of the character of the total society A) culture B) consumer behavior C) subculture D) social class E) individualism Answer: A Diff: Page Ref: 348 AACSB: Reflective Thinking Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 2) is a society's personality A) Social class B) Culture C) Conformity D) Consumer behavior E) Subculture Answer: B Diff: Page Ref: 348 Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 3) In terms of consumer behavior, is defined as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society A) conformity B) individualism C) culture D) society E) subculture Answer: C Diff: Page Ref: 348 Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors ScholarStock 4) consist of the very large number of mental or verbal statements that reflect a person's particular knowledge and assessment of something A) Beliefs B) Rituals C) Cultures D) Values E) Customs Answer: A Diff: Page Ref: 348 Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 5) Kim is actively saving money so that she can afford a downpayment on the purchase of a house because she thinks that home ownership is the key to creating wealth This personal conviction in the value of home ownership is one of Kim's A) beliefs B) rituals C) cultures D) norms E) customs Answer: A Diff: Page Ref: 348 Skill: Application Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 6) Values differ from beliefs because they A) serve as a guide for culturally appropriate behavior B) are relatively large in number C) are passing and easy to change D) are tied to specific objects or situations E) are narrowly accepted by a small number of members of a society Answer: A Diff: Page Ref: 348 AACSB: Reflective Thinking Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors ScholarStock 7) are overt modes of behavior that constitute culturally approved or acceptable ways of behaving in specific situations A) Beliefs B) Rituals C) Cultures D) Values E) Customs Answer: E Diff: Page Ref: 348 Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 8) Greg and his brothers always put ketchup on their scrambled eggs at breakfast This is an example of a A) belief B) ritual C) culture D) value E) custom Answer: E Diff: Page Ref: 348 Skill: Application Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 9) consist of everyday or routine behavior A) Beliefs B) Rituals C) Cultures D) Values E) Customs Answer: E Diff: Page Ref: 348 Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 10) When we become most aware of how culture has molded our own behavior? A) when we are reminded of it on a daily basis B) when we are adding ketchup to our hotdog C) as we are growing up and being guided by our parents D) when we are exposed to people with different values and customs E) in school as we learn about what to do, and how and why to it Answer: D Diff: Page Ref: 349 AACSB: Reflective Thinking Skill: Concept Objective: 11.2: Understand how culture acts as an "invisible hand" that guides consumptionrelated attitudes, values, and behavior ScholarStock 11) Whereas are guides for behavior, are usual and acceptable ways of behaving A) customs; beliefs B) beliefs; values C) customs; values D) beliefs and values; customs E) customs; beliefs and values Answer: D Diff: Page Ref: 348 AACSB: Reflective Thinking Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 12) Culture can exist and sometimes reveal itself at different perceived or subjective levels The level reflects the underlying dimensions of culture that impact multiple cultures or different societies A) supernational B) supranational C) subnational D) national E) group Answer: B Diff: Page Ref: 349 Skill: Concept Objective: 11.2: Understand how culture acts as an "invisible hand" that guides consumptionrelated attitudes, values, and behavior 13) Culture can exist and sometimes reveal itself at different perceived or subjective levels The level refers to shared core values, customs, personalities, and predispositional factors that tend to capture the essence of the character of the citizens of a particular country A) supernational B) supranational C) subnational D) national E) group Answer: D Diff: Page Ref: 349 Skill: Concept Objective: 11.2: Understand how culture acts as an "invisible hand" that guides consumptionrelated attitudes, values, and behavior ScholarStock 14) Insights on what is suitable to wear for a specific occasion, and other dress codes, are something we learn through A) travel B) culture C) values D) technical learning E) consumer behavior Answer: B Diff: Page Ref: 351 Skill: Application Objective: 11.3: Understand how culture sets standards for what satisfies consumers' needs 15) The preference for lower classes for goods with an external point of identification constitutes a cultural difference on the level A) supranational B) national C) individual D) reference E) group Answer: E Diff: Page Ref: 349 AACSB: Analytic Skills Skill: Application Objective: 11.2: Understand how culture acts as an "invisible hand" that guides consumptionrelated attitudes, values, and behavior 16) Cultural beliefs, values and customs continue to be followed as long as A) we learn new ones from other cultures B) that culture exists C) they are similar to other cultures, beliefs and values D) they yield satisfaction and other benefits E) a society's members speak a common language Answer: D Diff: Page Ref: 351 AACSB: Reflective Thinking Skill: Concept Objective: 11.3: Understand how culture sets standards for what satisfies consumers' needs ScholarStock 17) Jake learned what brands of food to buy at the grocery store by going grocery shopping with his mother as a child This constitutes A) formal learning B) media learning C) informal learning D) televised learning E) technical learning Answer: C Diff: Page Ref: 352 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 18) Carla learned how to go about shopping for a new car when her father specifically sat her down and told her what to look for at dealerships and how to negotiate the best price This constitutes A) formal learning B) media learning C) informal learning D) televised learning E) technical learning Answer: A Diff: Page Ref: 352 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 19) Product advertisements typically influence their audiences through A) formal learning B) media learning C) informal learning D) televised learning E) technical learning Answer: C Diff: Page Ref: 353 AACSB: Communication Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals ScholarStock 20) The learning of one's own culture is known as A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation Answer: E Diff: Page Ref: 353 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 21) The learning of a new or foreign culture is known as A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation Answer: A Diff: Page Ref: 353 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 22) When marketers plan to sell their products in foreign or multinational markets, they must go through a process of in order to ensure that their products and marketing messages are suitable for the foreign culture A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation Answer: A Diff: Page Ref: 353 AACSB: Multicultural and Diversity Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals ScholarStock 23) In order to acquire a common culture, members of a society must have a common A) religion B) language C) history D) goal E) ethnicity Answer: B Diff: Page Ref: 354 AACSB: Reflective Thinking Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 24) The Nike Swoosh and the Coca-Cola label design are examples of A) nonverbal symbols B) acculturation C) verbal symbols D) technical learning E) enculturation Answer: A Diff: Page Ref: 354 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 25) A is anything that stands for something else A) verbal communication B) nonverbal communication C) symbol D) ritualistic behavior E) culture Answer: C Diff: Page Ref: 354 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals ScholarStock 26) Price and channels of distribution are significant of the marketer and the marketer's product A) verbal communications B) rituals C) cultures D) symbols E) enculturations Answer: D Diff: Page Ref: 355 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 27) A is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time A) communication B) ritual C) symbol D) culture E) target Answer: B Diff: Page Ref: 355 AACSB: Analytic Skills Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 28) From a marketing standpoint, it is not the ritual that is important, but the A) result of the ritualistic behavior on society B) outcome of the ritual C) consistency of the ritual over time D) artifacts that are associated with the performance of the ritual E) the pervasiveness of the ritual in the society Answer: D Diff: Page Ref: 355 AACSB: Reflective Thinking Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals ScholarStock 29) Cards, presents, cakes, and candles are for birthday rituals A) artifacts B) values C) beliefs D) symbols E) cultures Answer: A Diff: Page Ref: 356, Table 11.2 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 30) Towels, exercise clothes, water, and portable music players are for going to the gym A) symbols B) customs C) ritual artifacts D) beliefs E) values Answer: C Diff: Page Ref: 356, Table 11.2 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 31) The serves as the primary agent for enculturation A) teacher B) media C) religions institution D) family E) educational institution Answer: D Diff: Page Ref: 356 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 10 ScholarStock 53) 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 Answer: D Diff: Page Ref: 364 AACSB: Reflective Thinking Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 54) 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 Answer: D Diff: Page Ref: 364 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 55) 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 Answer: A Diff: Page Ref: 364 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 18 ScholarStock 56) In the realm of consumer behavior takes the form of standardized goods and services A) humanitarianism B) efficiency C) conformity D) youthfulness E) individualism Answer: C Diff: Page Ref: 365 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 57) One can express by selecting products that friends 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 Answer: A Diff: Page Ref: 364-365 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 58) In terms of consumer behavior, the American value of stimulates the acceptance of food products, activities, and equipment perceived to maintain or increase physical fitness A) freedom B) health C) progress D) individualism E) material comfort Answer: B Diff: Page Ref: 367 AACSB: Analytic Skills Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 59) The American value of involves admiration of things that save time and effort A) freedom B) efficiency C) progress D) individualism E) material comfort Answer: B Diff: Page Ref: 369, Table 11.6 Skill: Concept Objective: 11.8: Understand how the American culture became a "shopping culture" 19 ScholarStock 60) The American value of stimulates patronage of firms that compete with market leaders A) freedom B) efficiency C) progress D) individualism E) humanitarianism Answer: E Diff: Page Ref: 369, Table 11.6 Skill: Concept Objective: 11.8: Understand how the American culture became a "shopping culture" 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 61) 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 Answer: B Diff: Page Ref: 362 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 62) 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 Answer: D Diff: Page Ref: 365 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 20 ScholarStock 63) 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 Answer: E Diff: Page Ref: 367 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 64) 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 Answer: A Diff: Page Ref: 369, Table 11.6 Skill: Application Objective: 11.8: Understand how the American culture became a "shopping culture" 65) 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 snacking 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 Answer: A Diff: Page Ref: 355 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 21 ScholarStock 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 66) In the DOG TREAT MINI CASE, Happy Dog uses which of the following types of research to identify the ideal channel of distribution for its dog treats? A) value measurement instruments B) survey research C) content analysis D) consumer fieldwork E) focus groups Answer: D Diff: Page Ref: 359 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 67) 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 Answer: A Diff: Page Ref: 355 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 22 ScholarStock 68) 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 Answer: B Diff: Page Ref: 362 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 69) 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 Answer: C Diff: Page Ref: 361 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 70) In the DOG TREAT MINI CASE, Happy Dog's advertisement shows a boy training a dog by using a reward as the mode of communication, rather than punishment Use of positive reinforcement in dog training is an example of a(n) A) value B) belief C) custom D) artifact E) symbol Answer: C Diff: Page Ref: 348 Skill: Application Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 23 ScholarStock 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 71) 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 Answer: D Diff: Page Ref: 352 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 72) 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 Answer: B Diff: Page Ref: 352 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 73) In the WEDDING MINI CASE, the wedding is considered a A) custom B) value C) ritual D) belief E) culture Answer: C Diff: Page Ref: 355 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 24 ScholarStock 74) In the WEDDING MINI CASE, a bridal bouquet would be considered a ritual A) artifact B) symbol C) culture D) custom E) value Answer: A Diff: Page Ref: 355 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 75) 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 Answer: E Diff: Page Ref: 364 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 76) A true appreciation of the influence that culture has on our daily life requires some knowledge of at least one other society with different cultural characteristics Answer: TRUE Diff: Page Ref: 349 Skill: Concept Objective: 11.2: Understand how culture acts as an "invisible hand" that guides consumptionrelated attitudes, values, and behavior 77) Culture is associated with what a society's members consider to be a necessity and what they view as a luxury Answer: TRUE Diff: Page Ref: 350 Skill: Concept Objective: 11.3: Understand how culture sets standards for what satisfies consumers' needs 78) Cultural beliefs, values, and customs continue to be followed as long as they yield satisfaction Answer: TRUE Diff: Page Ref: 351 AACSB: Reflective Thinking Skill: Concept Objective: 11.3: Understand how culture sets standards for what satisfies consumers' needs 25 ScholarStock 79) Culture gradually but continually evolves to meet the needs of society Answer: TRUE Diff: Page Ref: 351 AACSB: Reflective Thinking Skill: Concept Objective: 11.3: Understand how culture sets standards for what satisfies consumers' needs 80) Like innate biological characteristics, culture is physiological in nature Answer: FALSE Diff: Page Ref: 352 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 81) The repetition of advertising messages can reinforce, but not create, cultural beliefs and values Answer: FALSE Diff: Page Ref: 353 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 82) Enculturation is the learning of a new or foreign culture Answer: FALSE Diff: Page Ref: 353 AACSB: Analytic Skills Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 83) The basis of any culture is a shared language Answer: TRUE Diff: Page Ref: 354 AACSB: Communication Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 84) A behavior is only considered a ritual if it is public and can be proven Answer: FALSE Diff: Page Ref: 355 AACSB: Reflective Thinking Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 26 ScholarStock 85) Ritualized behavior is typically rather formal, often scripted behavior, and is likely to occur repeatedly over time Answer: TRUE Diff: Page Ref: 355 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 86) 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 ritualistic behavior Answer: TRUE Diff: Page Ref: 356 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 87) Houses of worship are considered important institutions in the transmission of culture Answer: TRUE Diff: Page Ref: 357 Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 88) The young receive much of their consumer training through the educational and religious systems, which is reinforced by the family through its role in teaching economic and ethical concepts Answer: FALSE Diff: Page Ref: 357 AACSB: Reflective Thinking Skill: Concept Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 89) Since today even basic consumer goods deliver on their promises of performance, design has become a way for a company to differentiate its products Answer: TRUE Diff: Page Ref: 358 Skill: Application Objective: 11.5: Understand how consumers are always adapting to culture-related experiences 90) The United States is a diverse country, consisting of several subcultures, all of which interpret and respond to society's basic beliefs and values in the same way Answer: FALSE Diff: Page Ref: 360 AACSB: Multicultural and Diversity Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 27 ScholarStock 91) Terminal values include being obedient or courageous Answer: FALSE Diff: Page Ref: 360 AACSB: Analytic Skills Skill: Concept Objective: 11.6: Understand how the impact of culture on consumer behavior is measured 92) Individuals who consider a "sense of accomplishment" an important personal value tend to be achievers who strive hard for success Answer: TRUE Diff: Page Ref: 361 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 93) Luxury possessions, financial compensation, or status improvement are considered to be direct rewards associated with achievement Answer: FALSE Diff: Page Ref: 361 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 94) Keeping busy and remaining active and involved is one of the American core values Answer: TRUE Diff: Page Ref: 361 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 95) Foreign visitors frequently comment that they cannot understand why Americans are always "on the run" and seemingly unable to relax This reflects Americans' value of activity and involvement Answer: TRUE Diff: Page Ref: 362 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 96) Americans place a great importance on time They value time and believe in the importance of not wasting time This is connected to the American core value of activity Answer: FALSE Diff: Page Ref: 362 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 28 ScholarStock 97) Consumers' idea of material comfort is largely a relative view Consumers tend to define their own satisfaction with the amount of material goods they have in terms of a comparison of what they have to what others have Answer: TRUE Diff: Page Ref: 363 AACSB: Reflective Thinking Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 98) Material comfort has become more recently associated with quality rather than quantity Answer: TRUE Diff: Page Ref: 364 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 99) Although Americans deeply embrace freedom of choice and individualism, they nevertheless accept the reality of conformity Answer: TRUE Diff: Page Ref: 365 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 100) The American value of individualism stimulates acceptance of customized or unique products that enable a person to "express his or her own personality." Answer: TRUE Diff: Page Ref: 364 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 101) Differentiate between values and beliefs in the context of defining culture Answer: The belief and value components of culture refer to the accumulated feelings and priorities that individuals have about "things" and possessions More precisely, beliefs consist of the very large number of mental or verbal statements that reflect a person's particular knowledge and assessment of something Values are also beliefs Values differ from beliefs, however, because they meet the following criteria: (1) They are relatively few in number; (2) they serve as a guide for culturally appropriate behavior; (3) they are enduring or difficult to change; (4) they are not tied to specific objects or situations; and (5) they are widely accepted by the members of a society Diff: Page Ref: 348 AACSB: Analytic Skills Skill: Concept Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 29 ScholarStock 102) Identify and describe the three levels of subjective culture that are especially relevant to the exploration of consumer behavior and formation of marketing strategy Answer: a Supranational level: subjective cultural differences that cross national boundaries or can be seen to be present in more than one country, i.e racial or religious similarities, or shared language b National level: shared cultural characters that uniquely or specifically define the citizens of particular countries c Group level: cultural divisions or groupings that contain various collections of individuals, i.e subcultures or reference group differences Diff: Page Ref: 349 AACSB: Analytic Skills Skill: Concept Objective: 11.2: Understand how culture acts as an "invisible hand" that guides consumptionrelated attitudes, values, and behavior 103) Identify and give an example of the three forms of cultural learning identified by anthropologists Answer: a Formal learning: adults and older siblings teach a young family member how to behave, i.e a parent teaches a child how to brush his teeth b Informal learning: a child learns by imitating the behavior of selected others, such as family, friends, or TV heroes, i.e a younger sister learns how to apply makeup by watching her older sister so c Technical learning: teachers instruct children in an educational environment about what should be done, how it should be done, and why it should be done, i.e a chemistry teacher instructs her class on safety in the lab environment Diff: Page Ref: 352 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 104) How does marketing influence cultural learning? Answer: Although a firm's advertising and marketing communications can influence all types of cultural learning, it is likely that many product marketing messages enhance informal cultural learning by providing the audience with a model of behavior to imitate This is especially true for visible or conspicuous products that are evaluated in public settings, where peer influence is likely to play an important role The repetition of marketing messages creates and reinforces cultural beliefs and values Although specific product advertising may reinforce the benefits that consumers want from a given product (as determined by consumer behavior research); such advertising also "teaches" future generations of consumers to expect the same benefits from the product category Diff: Page Ref: 353 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 30 ScholarStock 105) What is the difference between enculturation and acculturation? Which is most important to marketers and why? Answer: Enculturation is the learning of one's own culture Acculturation is the learning of new or foreign cultures They are both equally important to marketers For the companies that wish to market products domestically a company must learn about its own culture to get an idea of what is acceptable For the companies that are thinking of taking their products abroad, it is essential that they learn the culture of the countries they are thinking of going into Diff: Page Ref: 353 Skill: Application Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals 106) Compare consumer fieldwork, specifically field observation, to content analysis and value measurement instruments as research approaches examining culture Answer: Content analysis focuses on the content of verbal, written, and pictorial communications to draw conclusions about a society, or a specific aspect of a society, or to compare two or more societies This method focuses on the cultural implications of various forms advertising symbols and can be used as a relatively objective means of determining what social and cultural changes have occurred in a specific society or as a way of contrasting aspects of two different societies Value measurement instruments are data collection instruments that ask people how they feel about such basic personal and social concepts as freedom, comfort, and national security This method focuses on the respondents' assessment of their own values In consumer fieldwork, anthropologists frequently immerse themselves in the environment under study Study takes place within the natural environment and is performed oftentimes without the subject's awareness Field observation focuses specifically on the observation of behavior Diff: Page Ref: 358-360 Skill: Concept Objective: 11.6: Understand how the impact of culture on consumer behavior is measured 107) In identifying the core values of a society, three criteria must be met Identify and explain these three criteria Answer: a The value must be pervasive A significant proportion of the members of the society must accept the value and use it as a guide for their attitudes and actions b The value must be enduring The specific value must have influenced the actions of members of the society over an extended period of time c The value must be consumer related The specific value must provide insights that help us to understand the consumption actions of members of the society Diff: Page Ref: 360-361 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 31 ScholarStock 108) How the American values of achievement and success influence consumption? Give an example Answer: Both achievement and success influence consumption They often serve as social and moral justification for the acquisition of goods and services For example, a child might be allowed to purchase a toy as a reward for bringing home a good report card "You owe it to yourself," "You worked for it," and "You deserve it" are popular achievement themes used by advertisers to coax consumers into purchasing their products For example, a vacation resort advertisement might suggest that consumers work hard at their jobs, so they deserve to be able to truly relax when they're on vacation Achievement-oriented people often enjoy conspicuous consumption because it allows them to display symbols of their personal achievement Diff: Page Ref: 361 AACSB: Reflective Thinking Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 109) Define and discuss the American core value of material comfort Answer: Most Americans believe that material comfort signifies the good life This includes a variety of convenience-oriented products and pleasure providing goods and services It appears that consumers' idea of material comfort is largely relative, that is, consumers tend to define their own satisfaction with the amount of material goods they have in terms of a comparison of what others have Material comfort has historically been associated with bigger quantities, or more of something More recently, there has been a noticeable shift away from more, or bigger, to a better viewpoint – one that stresses quality and better design Diff: Page Ref: 363-364 Skill: Concept Objective: 11.7: Understand how core cultural values impact American consumers 110) How Americans compromise between their core values of individualism and conformity? Answer: Americans value "being themselves": Self-reliance, self-interest, self-confidence, selfesteem, and self-fulfillment are all exceedingly popular expressions of individualism In terms of consumer behavior, an appeal to individualism frequently takes the form of reinforcing the consumer's sense of identity with products or services that both reflect and emphasize that identity Although Americans deeply embrace freedom of choice and individualism, they nevertheless accept the reality of conformity In the realm of consumer behavior, conformity takes the form of standardized goods and services One way that Americans are able to compromise between individualism and conformity, IKEA offers consumers the ability to mix and match their home furnishing elements in order to create a unique home décor using standardized products Diff: Page Ref: 365 Skill: Application Objective: 11.7: Understand how core cultural values impact American consumers 32 ScholarStock ... Application Objective: 11. 7: Understand how core cultural values impact American consumers 52) In terms of consumer behavior, an appeal to frequently takes the form of reinforcing the consumer' s sense... Reflective Thinking Skill: Concept Objective: 11. 1: Understand what culture is and how it impacts consumer behaviors ScholarStock 7) are overt modes of behavior that constitute culturally approved... Page Ref: 348 Skill: Application Objective: 11. 1: Understand what culture is and how it impacts consumer behaviors 9) consist of everyday or routine behavior A) Beliefs B) Rituals C) Cultures