consumer behavior, 10e (schiffman/kanuk) - … · web viewchapter 11 the influence of culture on...

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: ADiff: 1 Page Ref: 348AACSB: Reflective ThinkingSkill: ConceptObjective: 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: BDiff: 1 Page Ref: 348Skill: ConceptObjective: 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: CDiff: 1 Page Ref: 348Skill: ConceptObjective: 11.1: Understand what culture is and how it impacts consumer behaviors

1Copyright © 2010 Pearson Education, Inc.

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: ADiff: 2 Page Ref: 348Skill: ConceptObjective: 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: ADiff: 2 Page Ref: 348Skill: ApplicationObjective: 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 behaviorB) are relatively large in numberC) are passing and easy to changeD) are tied to specific objects or situationsE) are narrowly accepted by a small number of members of a societyAnswer: ADiff: 2 Page Ref: 348AACSB: Reflective ThinkingSkill: ConceptObjective: 11.1: Understand what culture is and how it impacts consumer behaviors


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: EDiff: 2 Page Ref: 348Skill: ConceptObjective: 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) beliefB) ritualC) cultureD) valueE) customAnswer: EDiff: 2 Page Ref: 348Skill: ApplicationObjective: 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: EDiff: 2 Page Ref: 348Skill: ConceptObjective: 11.1: Understand what culture is and how it impacts consumer behaviors

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 E) in school as we learn about what to do, and how and why to do it Answer: DDiff: 3 Page Ref: 349AACSB: Reflective ThinkingSkill: ConceptObjective: 11.2: Understand how culture acts as an "invisible hand" that guides consumption-related attitudes, values, and behavior


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: DDiff: 2 Page Ref: 348AACSB: Reflective ThinkingSkill: ConceptObjective: 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) supernationalB) supranationalC) subnationalD) national E) groupAnswer: BDiff: 2 Page Ref: 349Skill: ConceptObjective: 11.2: Understand how culture acts as an "invisible hand" that guides consumption-related 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) supernationalB) supranationalC) subnationalD) national E) groupAnswer: DDiff: 1 Page Ref: 349Skill: ConceptObjective: 11.2: Understand how culture acts as an "invisible hand" that guides consumption-related attitudes, values, and behavior


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: BDiff: 2 Page Ref: 351Skill: ApplicationObjective: 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: EDiff: 3 Page Ref: 349AACSB: Analytic SkillsSkill: ApplicationObjective: 11.2: Understand how culture acts as an "invisible hand" that guides consumption-related attitudes, values, and behavior

16) Cultural beliefs, values and customs continue to be followed as long as ________. A) we learn new ones from other culturesB) that culture exists C) they are similar to other cultures, beliefs and values D) they yield satisfaction and other benefitsE) a society's members speak a common language Answer: DDiff: 3 Page Ref: 351AACSB: Reflective ThinkingSkill: ConceptObjective: 11.3: Understand how culture sets standards for what satisfies consumers' needs


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: CDiff: 2 Page Ref: 352Skill: ApplicationObjective: 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: ADiff: 2 Page Ref: 352Skill: ApplicationObjective: 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: CDiff: 2 Page Ref: 353AACSB: CommunicationSkill: ConceptObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


20) The learning of one's own culture is known as ________. A) acculturation B) exculturation C) proculturation D) inculcation E) enculturation Answer: EDiff: 2 Page Ref: 353Skill: ConceptObjective: 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: ADiff: 2 Page Ref: 353Skill: ConceptObjective: 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: ADiff: 2 Page Ref: 353AACSB: Multicultural and DiversitySkill: ApplicationObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


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: BDiff: 2 Page Ref: 354AACSB: Reflective ThinkingSkill: ConceptObjective: 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: ADiff: 1 Page Ref: 354Skill: ApplicationObjective: 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: CDiff: 1 Page Ref: 354Skill: ConceptObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


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: DDiff: 2 Page Ref: 355Skill: ConceptObjective: 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: BDiff: 1 Page Ref: 355AACSB: Analytic SkillsSkill: ConceptObjective: 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: DDiff: 3 Page Ref: 355AACSB: Reflective ThinkingSkill: ConceptObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


29) Cards, presents, cakes, and candles are ________ for birthday rituals.A) artifacts B) values C) beliefs D) symbols E) cultures Answer: ADiff: 1 Page Ref: 356, Table 11.2Skill: ApplicationObjective: 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: CDiff: 1 Page Ref: 356, Table 11.2Skill: ApplicationObjective: 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: DDiff: 1 Page Ref: 356Skill: ConceptObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


32) Within a cultural context, advertising has the expanded mission of ________.A) generating new consumer needsB) acculturating the youngC) enhancing consumer awareness of the needs of othersD) replacing the family as the primary vehicle for consumer socializationE) aiding in the dissemination of new tastes, habits, and customsAnswer: EDiff: 1 Page Ref: 357AACSB: Reflective ThinkingSkill: ConceptObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals

33) Studying societies via analysis of the content of verbal, written, and pictorial communications is known as ________. A) value measurement B) consumer fieldwork C) participant observation D) field observation E) content analysis Answer: EDiff: 1 Page Ref: 358Skill: ConceptObjective: 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 self and society." This study is an example of ________.A) value measurement B) consumer fieldwork C) participant observation D) field observation E) content analysis Answer: EDiff: 1 Page Ref: 358Skill: ConceptObjective: 11.5: Understand how consumers are always adapting to culture-related experiences


35) When anthropologists immerse themselves in the environment under study, this technique is called ________. A) value measurement B) depth interviewsC) participant observation D) group observationE) content analysis Answer: CDiff: 2 Page Ref: 359Skill: ConceptObjective: 11.6: Understand how the impact of culture on consumer behavior is measured

36) Hype Mobile Phones wants to learn how consumers decide which mobile phones to purchase, so it places researchers in mobile phone stores and has them pose as sales people. In this example, researchers are ________. A) third-party observers B) actors C) participant-observers D) active researchers E) imitators Answer: CDiff: 2 Page Ref: 359Skill: ApplicationObjective: 11.6: Understand how the impact of culture on consumer behavior is measured

37) The ________ is a widely used self-administered value inventory that is divided into 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: ADiff: 2 Page Ref: 360AACSB: Analytic SkillsSkill: ConceptObjective: 11.6: Understand how the impact of culture on consumer behavior is measured


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: DDiff: 2 Page Ref: 360AACSB: Analytic SkillsSkill: ConceptObjective: 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 B) core values C) cultural values D) social values E) terminal values Answer: EDiff: 3 Page Ref: 360AACSB: Reflective ThinkingSkill: ApplicationObjective: 11.6: Understand how the impact of culture on consumer behavior is measured

40) 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 ________. A) efficiency B) achievement C) practicality D) activity E) success Answer: BDiff: 1 Page Ref: 361Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers


41) In an American cultural context, whereas ________ is its own direct award, ________ implies an extrinsic reward. A) success; achievementB) activity; success C) achievement; success D) achievement; efficiency E) success; efficiency Answer: CDiff: 3 Page Ref: 361AACSB: Reflective ThinkingSkill: ConceptObjective: 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?" A) materialism B) progress C) achievement and success D) external conformity E) individualism Answer: CDiff: 3 Page Ref: 361AACSB: Reflective ThinkingSkill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers

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 B) freedom C) efficiency and practicality D) activity E) external conformity Answer: DDiff: 2 Page Ref: 361Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers


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 ________. A) efficiency B) achievement C) progress D) activity E) success Answer: ADiff: 2 Page Ref: 362Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers

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. A) progress B) achievement and success C) activity D) efficiency and practicality E) external conformity Answer: DDiff: 2 Page Ref: 362Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers

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 B) activity C) material comfort D) progress E) freedom Answer: DDiff: 2 Page Ref: 362AACSB: Analytic SkillsSkill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers


47) The American core value of ________ is central to the belief that people can always improve themselves. A) efficiency B) progress C) practicality D) activity E) success Answer: BDiff: 2 Page Ref: 362Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers

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 B) activity C) material comfort D) progress E) individualism Answer: DDiff: 2 Page Ref: 362Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers

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. A) material comfortB) achievement and success C) freedom D) progress E) external conformity Answer: ADiff: 2 Page Ref: 363Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers


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 C) Freedom D) Progress E) External conformity Answer: ADiff: 3 Page Ref: 364Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers

51) Self-reliance, self-interest, self-fulfillment, self-esteem and self-confidence are all exceedingly popular expressions of ________, one of the American core values. A) materialism B) achievement and success C) freedom D) individualism E) humanitarianism Answer: DDiff: 2 Page Ref: 364Skill: ApplicationObjective: 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 of identity with products or services that both reflect and emphasize that identity. A) freedom B) efficiency C) progress D) individualism E) material comfort Answer: DDiff: 3 Page Ref: 364AACSB: CommunicationSkill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers


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: DDiff: 3 Page Ref: 364AACSB: Reflective ThinkingSkill: ApplicationObjective: 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: DDiff: 1 Page Ref: 364Skill: ConceptObjective: 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: ADiff: 3 Page Ref: 364Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers


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: CDiff: 3 Page Ref: 365Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers

57) One can express ________ by selecting products that friends do 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: ADiff: 3 Page Ref: 364-365Skill: ApplicationObjective: 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) freedomB) health C) progress D) individualism E) material comfort Answer: BDiff: 2 Page Ref: 367AACSB: Analytic SkillsSkill: ConceptObjective: 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: BDiff: 2 Page Ref: 369, Table 11.6Skill: ConceptObjective: 11.8: Understand how the American culture became a "shopping culture"


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: EDiff: 3 Page Ref: 369, Table 11.6Skill: ConceptObjective: 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: BDiff: 3 Page Ref: 362Skill: ApplicationObjective: 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: DDiff: 2 Page Ref: 365Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers


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: EDiff: 2 Page Ref: 367Skill: ApplicationObjective: 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: ADiff: 3 Page Ref: 369, Table 11.6Skill: ApplicationObjective: 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 artifactB) ritualistic behaviorC) consumer valueD) symbolE) acculturated activityAnswer: ADiff: 3 Page Ref: 355Skill: ApplicationObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


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: DDiff: 2 Page Ref: 359Skill: ApplicationObjective: 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: ADiff: 2 Page Ref: 355Skill: ApplicationObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


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: BDiff: 2 Page Ref: 362Skill: ApplicationObjective: 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: CDiff: 3 Page Ref: 361Skill: ApplicationObjective: 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: CDiff: 3 Page Ref: 348Skill: ApplicationObjective: 11.1: Understand what culture is and how it impacts consumer behaviors


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: DDiff: 3 Page Ref: 352Skill: ApplicationObjective: 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: BDiff: 3 Page Ref: 352Skill: ApplicationObjective: 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: CDiff: 1 Page Ref: 355Skill: ApplicationObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


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: ADiff: 2 Page Ref: 355Skill: ApplicationObjective: 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: EDiff: 2 Page Ref: 364Skill: ApplicationObjective: 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: TRUEDiff: 2 Page Ref: 349Skill: ConceptObjective: 11.2: Understand how culture acts as an "invisible hand" that guides consumption-related 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: TRUEDiff: 2 Page Ref: 350Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 351AACSB: Reflective ThinkingSkill: ConceptObjective: 11.3: Understand how culture sets standards for what satisfies consumers' needs


79) Culture gradually but continually evolves to meet the needs of society. Answer: TRUEDiff: 1 Page Ref: 351AACSB: Reflective ThinkingSkill: ConceptObjective: 11.3: Understand how culture sets standards for what satisfies consumers' needs

80) Like innate biological characteristics, culture is physiological in nature. Answer: FALSEDiff: 2 Page Ref: 352Skill: ConceptObjective: 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: FALSEDiff: 3 Page Ref: 353Skill: ConceptObjective: 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: FALSEDiff: 1 Page Ref: 353AACSB: Analytic SkillsSkill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 354AACSB: CommunicationSkill: ConceptObjective: 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: FALSEDiff: 2 Page Ref: 355AACSB: Reflective ThinkingSkill: ConceptObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


85) Ritualized behavior is typically rather formal, often scripted behavior, and is likely to occur repeatedly over time. Answer: TRUEDiff: 2 Page Ref: 355Skill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 356Skill: ApplicationObjective: 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: TRUEDiff: 2 Page Ref: 357Skill: ConceptObjective: 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: FALSEDiff: 2 Page Ref: 357AACSB: Reflective ThinkingSkill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 358Skill: ApplicationObjective: 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: FALSEDiff: 1 Page Ref: 360AACSB: Multicultural and DiversitySkill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers


91) Terminal values include being obedient or courageous. Answer: FALSEDiff: 3 Page Ref: 360AACSB: Analytic SkillsSkill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 361Skill: ConceptObjective: 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: FALSEDiff: 3 Page Ref: 361Skill: ConceptObjective: 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: TRUEDiff: 1 Page Ref: 361Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 362Skill: ApplicationObjective: 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: FALSEDiff: 3 Page Ref: 362Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers


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: TRUEDiff: 2 Page Ref: 363AACSB: Reflective ThinkingSkill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers

98) Material comfort has become more recently associated with quality rather than quantity. Answer: TRUEDiff: 3 Page Ref: 364Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 365Skill: ConceptObjective: 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: TRUEDiff: 2 Page Ref: 364Skill: ApplicationObjective: 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: 2 Page Ref: 348AACSB: Analytic SkillsSkill: ConceptObjective: 11.1: Understand what culture is and how it impacts consumer behaviors


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: 2 Page Ref: 349AACSB: Analytic SkillsSkill: ConceptObjective: 11.2: Understand how culture acts as an "invisible hand" that guides consumption-related 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 do 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: 1 Page Ref: 352Skill: ApplicationObjective: 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: 2 Page Ref: 353Skill: ApplicationObjective: 11.4: Understand how culture is learned and expressed in language, symbols, and rituals


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: 2 Page Ref: 353Skill: ApplicationObjective: 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: 3 Page Ref: 358-360Skill: ConceptObjective: 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: 2 Page Ref: 360-361Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers


108) How do 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: 2 Page Ref: 361AACSB: Reflective ThinkingSkill: ApplicationObjective: 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: 3 Page Ref: 363-364Skill: ConceptObjective: 11.7: Understand how core cultural values impact American consumers

110) How do Americans compromise between their core values of individualism and conformity? Answer: Americans value "being themselves": Self-reliance, self-interest, self-confidence, self-esteem, 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: 3 Page Ref: 365Skill: ApplicationObjective: 11.7: Understand how core cultural values impact American consumers


consumer behavior, 10e (schiffman/kanuk) - … · web viewchapter 11 the influence of culture on...

Documents