Mkt exam 3 IMPORTANT

Bev often makes choices that are the opposite of what her friends tend to make. She has a ________ style of thinking.

• emotional

• convergent

• divergent

• affiliation

divergent

Each person possesses multiple social identities that interact in fostering life experiences. The way in which these competing identities interact to form unique experiences is described by ________.

• intersectionality

• ingroup bias

• identity synergy

• cultural distinctiveness

• intersectionality

Advertising to teens typically depicts ________.

• qualified experts explaining product benefits to teens

• family members of two or three generations using the product together

• respected adults recommending the product

• "in" teens using the product

• "in" teens using the product

Political orientation has virtually no impact on consumption choices.

False

Residents of different PRIZM clusters ________.

 

• display marked differences in product consumption

• tend to have almost identical service consumption patterns

• have little disparity in disposable income

• have very few differences in consumption patterns

display marked differences in product consumption

Which of these is NOT a type of reference group?

 

• dissociative

• prescriptive

• aspirational

• associative

• prescriptive

A reference group of people that we actually know is called an aspirational reference group.

False

The person in a group who conducts the information search and controls the flow of information available to the group is called the ________.

 

influencer

initiator

gatekeeper

buyer

gatekeeper

In a group decision making process, the buyer may not be the person who actually uses or consumes the product or service.

True

Compared to organizational and industrial purchase decisions, individual decisions tend to be ________.

 

focused on individual relationships

more impulsive in nature

much less risky

larger in total volume for a seller

more impulsive in nature

Social capital refers to an individual's knowledge of the "right" behavior used in the realm of the upper class.

false

________ refers to the passage of individuals from one social class to another.

 

Social mobility

Social class

Social prestige

Social affinity

Social mobility

Occupational prestige is one way we evaluate how we "rank" compared to other people.

true

Harry was the lead singer in a band that hit it big. For his birthday, Harry had two hundred friends flown by chartered jets to a private island in the South Pacific. They ate the most expensive food, and every morning the bungalows were burned to the ground and rebuilt for the next night. Harry's party is a good example of ________.

 

social mobility

parody display

ascribed status

conspicuous consumption

conspicuous consumption

Low-income consumers are ________.

 

more likely to use coupons

more likely to make very expensive impulse purchases

less likely to use coupons

less likely to use government assistance

more likely to use coupons

Culture is best described as a society's ________.

 

history

personality

consciousness

attitude

personality

The aspect of a cultural system which describes the mental characteristics of a people and the way they relate to their environment and social groups is known as ________.

 

anthropology 

ideology

social structure

ecology

ideology

A set of multiple symbolic behaviors that occur in a fixed sequence and tend to be repeated is called a ________.

more

myth

convention

ritual

ritual

The belief that other cultures are inferior to your culture is called ________.

 

contamination

ethnocentrism

country of origin

desacralization

ethnocentrism

According to the technology adoption model the likelihood of consumers embracing a new product or innovation is based on two factors: the perceived usefulness of the new option and the ________.

 

expected popularity

celebrity endorsers

perceived ease of use

cost

perceived ease of use

Counterfeit luxury items

the fake items may dim a brand’s luster when potential consumers of the brand see the “wrong” kind of people using their products.

Reference groups 

Groups that form a comparison or reference in forming attitudes or behavior

• Think: The be like mike commercial

Dissociative reference groups

Groups someone DOES NOT want to be a part of

• opposite of inspirational reference groups

Associative Groups

Groups with direct influence and to which a person belongs (people we know)

• friends, family, coworkers

____ refers to analytical techniques that combine data on consumer expenditutrs and other socioeconomic factors with geographic info.

Geodemography

The importance of weak ties in a social system is demonstrated by their

bridging function

T or F: Downward mobility with respect to social class is not possible in social class system

False

According to the technology adaptation model (TAM) the likelihood of consumers embracing a new product or innovation is based on the perceived usefulness and perceived ease of use

Sandra decided to become a nurse after being an elementary school teacher. she still helps people. She is an example of

Horizontal mobility