Test bank consumer behavior 10e schiffman kanuk chapter 11

Diff: 1 Page Ref: 348 AACSB: Reflective Thinking Objective: 11.1: Understand what culture is and how it impacts consumer behaviors 3 In terms of consumer behavior, ________ is defined as

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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

Diff: 1 Page Ref: 348

AACSB: Reflective Thinking

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

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4) consist of the very large number of mental or verbal statements that reflect a person's particular knowledge and assessment of something

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

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

Skill: Concept

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7) are overt modes of behavior that constitute culturally approved or acceptable ways

of behaving in specific situations

8) Greg and his brothers always put ketchup on their scrambled eggs at breakfast This is an example of a

9) consist of everyday or routine behavior

10) When do 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

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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

Skill: Concept

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

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14) Insights on what is suitable to wear for a specific occasion, and other dress codes, are

something we learn through

AACSB: Analytic Skills

Skill: Application

Objective: 11.2: Understand how culture acts as an "invisible hand" that guides related attitudes, values, and behavior

consumption-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

Skill: Concept

Objective: 11.3: Understand how culture sets standards for what satisfies consumers' needs

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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

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20) The learning of one's own culture is known as

AACSB: Multicultural and Diversity

Skill: Application

Objective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals

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23) In order to acquire a common culture, members of a society must have a common .A) religion

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26) Price and channels of distribution are significant of the marketer and the

Skill: Concept

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

Skill: Concept

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29) Cards, presents, cakes, and candles are for birthday rituals.

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32) Within a cultural context, advertising has the expanded mission of .

A) generating new consumer needs

B) acculturating the young

C) enhancing consumer awareness of the needs of others

D) replacing the family as the primary vehicle for consumer socialization

E) aiding in the dissemination of new tastes, habits, and customs

Answer: E

Objective: 11.5: Understand how consumers are always adapting to culture-related experiences

34) A study of more than 250 ads appearing in eight issues of Seventeen magazine, four Japanese

issues, and four American issues, found that teenage girls are portrayed differently The

researcher concluded that these "differences correspond to each country's central concepts of selfand society." This study is an example of

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35) When anthropologists immerse themselves in the environment under study, this technique is called

terminal and instrumental value items

A) Rokeach Value Survey

B) List of Values

C) VALS

D) Chapin's Value Structure Scale

E) Attitude Toward Helping Others Scale

Answer: A

Skill: Concept

Objective: 11.6: Understand how the impact of culture on consumer behavior is measured

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38) are personal goals, while are the basic approaches that an individual might take to achieve those goals

A) Instrumental values; terminal values

B) Social values; core values

C) Core values; cultural values

D) Terminal values, instrumental values

E) Cultural values; terminal values

Answer: D

Skill: Concept

Objective: 11.6: Understand how the impact of culture on consumer behavior is measured

39) Within cultural values, self-esteem and social recognition are examples of A) instrumental values

Skill: Application

Objective: 11.6: Understand how the impact of culture on consumer behavior is measured40) The Protestant work ethic, which considers hard work to be wholesome, spiritually rewarding, and an appropriate end in itself, is one of the roots of the American value of

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41) In an American cultural context, whereas is its own direct award, implies an extrinsic reward

Skill: Concept

Objective: 11.7: Understand how core cultural values impact American consumers

42) Which of the following American core values serves as a social and moral justification for the acquisition of goods and services in a context such as "you worked for it," or "you deserve it?"

Skill: Application

43) Americans place an extraordinary amount of importance on being involved and keeping busy This is a widely accepted core value that relates to

A) achievement and success

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44) Verve shampoo has come out with a new hair-care product that is a shampoo and conditioner

in one, so consumers can wash and condition their hair in one easy step This product appeals to Americans' value of

45) Americans' love affair with products that save time and effort, such as the microwave, are examples of the important core value of in this culture

46) In a consumption-oriented society, such as that of the U.S., the core value of often means the acceptance of change, new products, or services designed to fulfill unsatisfied needs A) achievement and success

Skill: Concept

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47) The American core value of is central to the belief that people can always improvethemselves

48) In the name of the core value of , Americans appear to be more receptive to

product claims that stress "new," "improved," "longer lasting," "quicker," and increased strength A) achievement and success

49) For most Americans, signifies the attainment of "the good life," which includes a new car, a dishwasher, a hot tub and a variety of convenience and pleasure providing goods and services

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50) has always been associated with bigger quantities of things, or, more of something Recently, however, there has been a shift away from quantity towards quality A) Material comfort

B) Achievement and success

51) Self-reliance, self-interest, self-fulfillment, self-esteem and self-confidence are all exceedingly popular expressions of , one of the American core values

52) In terms of consumer behavior, an appeal to frequently takes the form of reinforcing the consumer's sense of identity with products or services that both reflect and emphasize that identity

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53) Advertisements for high-style clothing and cosmetics usually promise that their products willenhance the consumer's exclusive or distinctive character and set him or her apart from others This is an appeal to which American core value?

Skill: Application

54) The concept of freedom in a consumer behavior sense relates to which of the following? A) freedom of speech

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

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56) In the realm of consumer behavior takes the form of standardized goods and services

57) One can express by selecting products that friends do not have, or express

by purchasing similar or identical products

58) In terms of consumer behavior, the American value of stimulates the acceptance offood products, activities, and equipment perceived to maintain or increase physical fitness A) freedom

Skill: Concept

59) The American value of involves admiration of things that save time and effort A) freedom

B) efficiency

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60) The American value of stimulates patronage of firms that compete with market leaders

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?

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

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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

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?

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

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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

67) In the DOG TREAT MINI CASE, Happy Dog uses its price and channels of distribution as of the quality of its dog treats

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