Final Exam Review
The final exam will be 75
multiple choice questions. The questions
will be new and evenly distributed over the 17 chapters.
The review sheets from the
first three exams can be used to study those chapters. Below is a review sheet for chapters 16 &
17. Also below are the questions from
exams 1-3. They have been converted
from multiple choice format to the answer included in the question.
You will not be allowed
to use any notes while you take the exam.
Chapter 16
·
Three functional areas
of culture
·
Four dimensions of
culture
·
Norms (enacted and
crescive), customs, more and conventions
·
Myths and their functions
·
Types of rituals
·
Sacred, profane, sacralization,
desacralization
Chapter 17
·
Culture productions
systems & Figure 17.2
·
Art as it relates
to advertising and marketing
·
Product placement
·
Adoption process/diffusion
of innovations
·
Degree of change in
behavior for adopters
·
Five factors needed
for a innovation to be successfully adopted
·
Trickle-down theory
and meme theory of fashion
·
Fads and trends
·
Product meanings in
other cultures
Exam 1
Chapters 1-5
1. Some theorists
believe that each consumer has lines, props, and costumes that are necessary
to put in a good performance (as a way of explaining consumer behavior). These
ideas are best classified as an explanation of
Role theory
2. Ruth Jordan
is a statistician for Gateway Computers who examines the changes and trends
revealed in demographic studies of consumers. Gateway Computers is primarily
interested in the data that Ruth collects and analyzes because the data can
be used to locate and predict the size of markets for personal computers.
3. When Johnson
& Johnson prepared to launch its Acuvue disposable contact lenses, the
marketing strategy was based on the belief that no patient would switch to
disposables without the encouragement of an optometrist. Therefore, their
program identified groups of optometrists and contact lens users as targets
for advertisements and samples. Johnson & Johnson was doing database marketing.
4. When asked
a buyer confessed that "I seemed possessed when I went into a store.
I didn't care what I bought. I loved the attention I received while I was
buying. Buying made me feel important." This form of behavior would be
an example compulsive consumption.
5. The perspective
that what should be stressed in attempting to understand human behavior is
to focus on the importance of symbolic, subjective experience, and the idea
that meaning is in the mind of the person--that is, we each construct our
own meanings based on our unique and shared cultural experiences, so there
is no single right or wrong answers, is called interpretivism.
6. Nadia Ali
loves the feel of her new sweater and the smell of her leather car seats on
a crisp Fall day. As she passes a billboard, she sees an ad for Baskin-Robbins
ice cream and immediately does a U-turn into the shopping center where she
knows the famous ice cream store is located. In the above example, Nadia is
responding to sensory inputs.
7. A threshold
for a receptor is the lowest intensity of a stimulus that can be registered
on a sensory channel.
8. A producer
of a candy product wants to be the "sweetest" candy on the market
but has found that consumers are having difficulty telling exactly which of
several competing candy products is really the "sweetest." This
producer might be having difficulty with the differential threshold
9. A retailer
decides to reduce the price of a sport coat that costs $100. The reduction
in price is $3. The store owner believes that the reduction will catch the
eye of the value shopper. If the sport coat does not sell, the retailer might
wish to consider Weber’s Law before making another price change.
10. A consumer
passes a billboard every day on the way to work. The billboard is changed
at the first of the month. By the tenth of the month, the consumer no longer
pays any attention to the message on the billboard even though it is seen
each day. This is an illustration of adaptation
11. Frank is sitting
in his Psychology 101 class listening to his professor attempt to explain
the "black box" process that can be part of learning. He suddenly
smells the aroma of fresh cinnamon rolls and his mouth begins to "water."
He looks around and sees a student on the last row bite into a big, juicy
roll. "I wish I were sitting next to him," Frank thinks, "because
I know I could steal a bite." What Frank just went through in class was
similar to the "black box" process being described by his professor.
This process is most closely associated with behavioral learning.
12. A marketer
knows that the visual and olfactory senses can be stimulated to induce hunger,
thirst, sexual arousal, and other basic drives. When these cues are consistently
paired with conditioned stimuli such as brand names, consumers may learn to
feel hungry, thirsty, or aroused when later exposed to the brand cues. This
would be an example of classical conditioning
13. A private
label shampoo company packages its product in a similar container and package
(but charges 25% less for its product) to Johnson & Johnson's Baby Shampoo.
If the consumer assumes the two products are similar and buys the cheaper
of the two, then a "piggybacking" strategy has been employed. Stimulus
generalization describes the learning principle that the company used to formulate
their strategy.
14. James goes
to Las Vegas to play the "slots" in the hopes of winning one of
the big jackpots. His idea is that if you were to play long enough the pot
can be hit. This type of behavioral mentality is at the core of variable-ratio reinforcement schedule formats.
15. Consumers
may learn vicariously and by modeling. Either of these two methods would be
a form of observational learning.
16. Francis wishes
that she had some new clothes. The more that she looks in her closet the more
she realizes that it has been months since she has treated herself to any
new dresses or casual wear. The degree of arousal to "go shop" Francis
is experiencing is called a drive.
17. Richard bought a red convertible because he believed it would make him more attractive to women. If this was the primary reason for the purchase of the car, Richard was expressing hedonic needs.
18. Mario's old 486 computer is in need of repair. It is slow, many software applications no longer will work on his computer, and it seems to always have some form of technical problem. He can either repair and upgrade his old computer or buy a new one. However, a new computer will cost him money he really doesn't have. The form of conflict that Mario is going through is best characterized as avoidance-avoidance conflict.
19. In North America,
business people emphasize the core values of personal freedom, self-reliance,
and freedom of expression.
20. A good illustration
of a terminal value would be family security.
21. Mary Jane
is a very conservative businesswoman by day, however, when she decides to
"go out on the town" she likes to party and "kick up her heels."
This would be an example of a reaction due to the fact that many consumers
have multiple selves.
22. If Volkswagen
owners see themselves as being more economical and conservative than do owners
of the flashy Pontiac TransAm, then a self-image congruence model is probably
at work.
23. One of Mary
Bennett's last requests was that when she died she wanted to be buried in
her favorite dress. This would be an example of extended self form of the
self.
24. Showing a
successful male business executive in a kitchen preparing a meal for himself
is not only a statement about the single-lifestyle but is likely to be a comment
about sex-typed people. In the above case, the advertisement would most likely
be making a statement about the sex-type androgynous lifestyle
25. Rose Marie
seems to very satisfied with her hair and eyes and the way her friends react
to these parts of her body. However, based on comments from men, she believes
that her waist is too large and prevents her from having the kind of dates
that she would like to have. Her feelings about these body parts can be summed
under the general category of body cathexis.
Exam 2
Chapters 6-10
1. Brad perceives
of himself as a "party animal." He often behaves in a manner that
is unbecoming of a young adult, however, Brad justifies the behavior as "that's
what you are supposed to do at a party--act wild." According to Freud,
Brad's selfish and illogical behavior is probably because the id is in control
of Brad's personality.
2. Margie has
been identified as being an introvert because of her quiet and reserved nature.
These identifiable characteristics are called traits.
3. L.L. Bean
products are known to be rugged, outdoorsy, tough, athletic, and dependable.
Because the company has worked very hard to establish these thoughts in the
mind's of the consumer and has spent large sums of money to make sure that
their products maintain the L.L. Bean reputation, L.L. Bean has achieved brand
equity with their products.
4. Richard drives
a BMW automobile, wears Brooks Brothers suits, has a Gucci briefcase, and
vacations at Club Med. The products Richard buys could be described as consumption constellations.
5. Ruby believes that ice cream is fattening and therefore tries to avoid the temptation of eating it. The ice cream is an attitude object (Ao) because of Ruby's feelings toward the product best describes the relationship between Ruby and ice cream.
6. Jacob smokes
Marlboro cigarettes because the image projected in the advertising (a macho
image) is the image that Jacob would like to have and be known by. If Jacob
is really smoking this brand more for the image it projects than for the taste,
then the ego-defensive function of attitudes is in play.
7. Kelly is considering
purchasing a new car. To do so she reviews how she has bought cars in the
past, what her preferences (brand loyalty) are, any new information that might
have come her way, and what friends have told her about various models. She
is highly involved in this decision, she has carefully weighed alternatives,
and has come to what she perceives to be a thoughtful decision. Kelly's decision
making is an example of standard Learning Hierarchy.
8. An attitude
can form in several ways. For example, a teenager may come to model the behavior
of friends and media figures who drink Pepsi because he or she believes that
this act will allow him or her to fit in with the desirable images of the
Pepsi Generation. Which of the following would the above example be most closely
associated with the attitude occurred because of a complex cognitive process.
9. Henry would
like to have Phil for a roommate. They seem to get along fine and have many
common interests. However, Phil smokes and Henry does not. The eventual solution
to this potential problem is that Phil agrees to smoke outside of the apartment
and will try to quit through a nicotine patch. Henry agrees to not complain
about the smell on Phil's clothes and be supportive of his attempts to quit
smoking. This illustration would be an example of balance theory.
10. Many companies
have chosen to use celebrities as spokespersons for company messages. Celebrities
increase awareness and enhance both company image and brand attitudes. According
to the text, "Star Power" works because celebrities embody cultural
meanings.
11. Since Jamie
is seen as a beautiful female, many of her friends also perceive her to be
smarter, cooler, and happier. These assumptions would be an illustration of
the "halo effect."
12. The advertiser often has the choice between presenting a verbal or visual message. If the verbal message is dominant, then ratings on the utilitarian aspects of the product are generally higher.
13. If a car advertiser
takes the approach of saying that their cars are the most expensive within
the model class and are not known for their styling, but they have the best
safety and quality record of any cars within the model class, the advertiser
is using the following argument form of a two-sided argument.
14. An ad for
diet strawberry shortcake dessert carries the copy "berried treasure"
so that qualities associated with buried treasure are associated with the
product. This would be using a literary device called a resonance.
15. Chet decides
to buy a new hedge trimmer to care for his bushes and shrubs. Since Chet is
familiar with the local lawn and garden shop and the brands that are carried
there, he uses a few simple decision rules to arrive at a purchase option.
Chet is using limited problem solving.
16. Considering
how problems can occur, if a consumer craves a newer, flashier car then the
ideal state has moved upward.
17. Les and Frank
just bought tickets to see the Santana. However, a problem exists. Frank's
car has been running poorly and occasionally smoking and overheating. Neither
of the boys can figure out what might be wrong with the car. Even though they
know there is a good chance the car might break-down, they are simply not
going to miss this concert. They "throw care to the wind" and take
off to the concert regardless of the risk. Their behavior could best be described
by the mental bias of the sunk-cost fallacy.
18. Melissa has heard her mother say many times "Higher-priced products are higher-quality products." This form of decision rule is called a heuristic.
19. Chen Lo uses
a decision rule that says "Only buy well-known brand names" when
selecting a set of golf clubs. He does not look at price, the store, or even
discounts when purchasing clubs. Chen Lo's purchasing pattern would be an
example of a consumer using noncompensatory rule.
20. An example of a situational effect occurs when Henry feels time pressure to buy his mother a gift for her birthday. He completely forgot about the special day and now he has to meet his Mom in two hours for lunch and he still doesn't have a special present for her.
21. The presence
of large numbers of people in a consumer environment increases arousal levels
affecting the consumer's subjective experience.
22. Sujata lives her life on the run. She never has enough time. She gets many of her meals from Wendy's. She believes that their varied menu is an attractive feature. Sujata recently estimated that she ate three-fourths of all her meals while driving in her car. In addition, while she was eating and driving she was also usually talking on her cell phone or trying to study for her next university class. Sujata's experience is an example of a form of time poverty that has caused a rise in polychronic activity (by which consumers do more than one thing at a time).
23. Mary Jo has been on a "roll." She made straight "A's" in school, was elected to the Student Senate, found a new boyfriend, and found out she will be getting a new car in about two weeks. Based on information found in the text, these positive occurrences will have an impact on Mary Jo. Therefore, when Mary Jo reads and processes ads in her favorite magazines, she will process the ads with less elaboration.
24. When Darlene
goes on a shopping trip, she often goes to the make-up counter in her favorite
department store. She will often have the salesperson rub creams on her hands,
try on new scents from the perfume section, and get a free cheek massage.
Hedonic describes the type of shopping trip Darlene is experiencing.
25. Samuel is
on his weekly trip through the grocery store. He is in the spice aisle and
is reminded that he is out of cinnamon by seeing a can on the shelf even though
cinnamon is not on his grocery list. Samuel has just experienced Unplanned
buying buying situations?