Question 1

The PRIZM "Accumulated Wealth" segment shies away from buying conspicuous luxury goods because they regard them as in poor taste/showing off money.

Accepted Answer

A) True 
 B)False  True

Question 2

________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization.

Accepted Answer

A)  Rigid 
B)  Indulgent 
C)  Neglecting 
D)  Authoritative 
E)  Authoritarian 
A)  Rigid 
B)  Indulgent 
C)  Neglecting 
D)  Authoritative 
E)  Authoritarian C

Question 3

Which PRIZM segment should marketers of very expensive vacations and conspicuous luxury goods study and/or target?

Accepted Answer

A)  Striving Singles 
B)  Young Accumulators 
C)  Accumulated Wealth 
D)  Sustaining Seniors 
E)  Cautious Couples 
A)  Striving Singles 
B)  Young Accumulators 
C)  Accumulated Wealth 
D)  Sustaining Seniors 
E)  Cautious Couples B

Question 4

Most adolescents and teens prefer to look to their parents and older siblings in the development of consumer behavior norms.

Accepted Answer

A) True 
 B)False

Question 5

$\text{WATCH MINI CASE:}$ Bob is interviewing for high-level managerial jobs in the Boston area. He decides that, in order to make himself more appealing for the job, he should wear expensive suits and carry expensive business accessories. To this end, he has decided to purchase an Icon watch, because Bob perceives that Icon watches are expensive and typically worn by people with high social status. In fact, Icon specifically targets its wristwatches to image-conscious business executives and has its best results focusing its marketing efforts on men between the ages of 35 and 50 living in affluent zip codes of New York City and its surrounding suburbs.
-In the WATCH MINI CASE, Icon seems to be appealing to a target market of consumers seeking a wristwatch that provides ________.

Accepted Answer

A)  a sense of achievement 
B)  a sense of power 
C)  a sense of being well-educated 
D)  a sense of status 
E)  a sense of importance 
A)  a sense of achievement 
B)  a sense of power 
C)  a sense of being well-educated 
D)  a sense of status 
E)  a sense of importance

Question 6

$\text{SMITH MINI CASE:}$ Nathan Smith is single and lives in Detroit, where he works on the assembly line at the local automobile manufacturing plant and is a member of the Automobile Workers Union. He views work as a means to buy things to enhance his leisure time and recently purchased a new television so that he could better watch his favorite team, the Detroit Lions, play football. Nathan has always followed the Lions, largely because his dad was a big Lions fan.
-In the SMITH MINI CASE, which of the following is most likely to describe Nathan?

Accepted Answer

A)  Nathan uses his credit card as a convenient substitute for cash. 
B)  Nathan perceives himself to be empowered in the sense that he can achieve whatever he sets his mind to. 
C)  Nathan saves money primarily in the interest of safety and security. 
D)  Nathan is likely to attend the theater and concerts. 
E)  Nathan prefers to spend his leisure time on cerebral activities, like reading or visiting museums. 
A)  Nathan uses his credit card as a convenient substitute for cash. 
B)  Nathan perceives himself to be empowered in the sense that he can achieve whatever he sets his mind to. 
C)  Nathan saves money primarily in the interest of safety and security. 
D)  Nathan is likely to attend the theater and concerts. 
E)  Nathan prefers to spend his leisure time on cerebral activities, like reading or visiting museums.

Question 7

The relative influence of a husband and wife on a particular consumer decision depends in part on the product or service category.

Accepted Answer

A) True 
 B)False

Question 8

The ________ consists of giving respondents index cards with about 100 or so jobs listed on them and asking them to arrange the cards from the most to the least prestigious.

Accepted Answer

A)  ladder of conspicuous consumption 
B)  ladder of social ranking 
C)  occupational prestige scale 
D)  collective will scale 
E)  social-class consciousness scale 
A)  ladder of conspicuous consumption 
B)  ladder of social ranking 
C)  occupational prestige scale 
D)  collective will scale 
E)  social-class consciousness scale

Question 9

Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a ________.

Accepted Answer

A)  Struggler 
B)  Nurturer 
C)  Protector 
D)  Balancer 
E)  Stoic 
A)  Struggler 
B)  Nurturer 
C)  Protector 
D)  Balancer 
E)  Stoic

Question 10

Social Comparison Theory suggests ________.

Accepted Answer

A)  power is related to the amount of economic assets an individual has 
B)  wealth is related to the degree of influence over others an individual has 
C)  social stratification is only present in materialistic societies, as has been the case throughout the history of human existence 
D)  individuals compare their own material possessions with those owned by others in order to determine relative social standing 
E)  belonging to a given social class is no longer reflected in differences in values, attitudes and behaviors 
A)  power is related to the amount of economic assets an individual has 
B)  wealth is related to the degree of influence over others an individual has 
C)  social stratification is only present in materialistic societies, as has been the case throughout the history of human existence 
D)  individuals compare their own material possessions with those owned by others in order to determine relative social standing 
E)  belonging to a given social class is no longer reflected in differences in values, attitudes and behaviors

Question 11

________ parents are very nurturing and highly permissive in respect to consumer socialization.

Accepted Answer

A)  Rigid 
B)  Indulgent 
C)  Neglecting 
D)  Authoritative 
E)  Authoritarian 
A)  Rigid 
B)  Indulgent 
C)  Neglecting 
D)  Authoritative 
E)  Authoritarian

Question 12

According to social comparison theory, individuals normally compare their own material possessions with those owned by others in order to determine their relative social standing.

Accepted Answer

A) True 
 B)False

Question 13

All affluent consumers share the same lifestyle.

Accepted Answer

A) True 
 B)False

Question 14

Why do many researchers maintain that America's middle class has been shrinking?

Accepted Answer

A)  the global shrinkage of the middle class 
B)  the failing economy 
C)  the geographic shift from metropolitans to the suburbs 
D)  some members are moving upstream to upper-middle class while others are slipping backward to the working class 
E)  the expansion of educational opportunity 
A)  the global shrinkage of the middle class 
B)  the failing economy 
C)  the geographic shift from metropolitans to the suburbs 
D)  some members are moving upstream to upper-middle class while others are slipping backward to the working class 
E)  the expansion of educational opportunity

Question 15

Which of the following is true of social class as it relates to saving, spending, and credit?

Accepted Answer

A)  Upper-class consumers tend to use their bank credit cards for installment purchases. 
B)  Young professionals perceive themselves as being average and have a strong sense of uncertainty about the future. 
C)  Lower-class consumers are more future oriented and confident of their financial acumen. 
D)  Lower-class consumers tend to pay their credit card bills in full each month. 
E)  Upper-class purchasers use their credit cards as a convenient substitute for cash and pay their credit card bills in full each month. 
A)  Upper-class consumers tend to use their bank credit cards for installment purchases. 
B)  Young professionals perceive themselves as being average and have a strong sense of uncertainty about the future. 
C)  Lower-class consumers are more future oriented and confident of their financial acumen. 
D)  Lower-class consumers tend to pay their credit card bills in full each month. 
E)  Upper-class purchasers use their credit cards as a convenient substitute for cash and pay their credit card bills in full each month.

Question 16

________ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers.

Accepted Answer

A)  Intergenerational brand transfer 
B)  Peer socialization 
C)  Consumer socialization 
D)  Shared shopping experience 
E)  Parental socialization 
A)  Intergenerational brand transfer 
B)  Peer socialization 
C)  Consumer socialization 
D)  Shared shopping experience 
E)  Parental socialization

Question 17

Paul is an analyst at an investment bank. He notices that many of the senior executives at his office wear Rolex watches, so he decides to save up and buy a Rolex so that he will appear to be more like those executives. Paul's comparison of his own material possessions with those owned by others to determine his relative social standing is an example of ________.

Accepted Answer

A)  Social Comparison Theory 
B)  affluent consumption 
C)  downward comparison 
D)  social stratification 
E)  antisocial comparison 
A)  Social Comparison Theory 
B)  affluent consumption 
C)  downward comparison 
D)  social stratification 
E)  antisocial comparison

Question 18

Increases in the divorce rate and the number of out-of-wedlock births, and the decline in the number of extended families has resulted in an increase in the percentage of families that progress through the traditional family life cycle.

Accepted Answer

A) True 
 B)False

Question 19

Why do marketers target affluent households? If affluent households are such great targets, why not target them exclusively?

Accepted Answer

Affluent households constitute an especi

Question 20

When Joan got transferred to a new city, she went there ahead of the rest of her family and independently shopped for and purchased a home for them to move into upon their arrival. Joan's role as the only decision maker in the house purchase makes it an example of a ________.

Accepted Answer

A)  husband-dominated decision 
B)  wife-dominated decision 
C)  joint decision 
D)  autonomic decision 
E)  heuristic decision 
A)  husband-dominated decision 
B)  wife-dominated decision 
C)  joint decision 
D)  autonomic decision 
E)  heuristic decision

The PRIZM "Accumulated Wealth" segment shies away from buying conspicuous luxury goods because they regard them as in poor taste/showing off money.

________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization.

Which PRIZM segment should marketers of very expensive vacations and conspicuous luxury goods study and/or target?

Most adolescents and teens prefer to look to their parents and older siblings in the development of consumer behavior norms.

The relative influence of a husband and wife on a particular consumer decision depends in part on the product or service category.

The ________ consists of giving respondents index cards with about 100 or so jobs listed on them and asking them to arrange the cards from the most to the least prestigious.

Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a ________.

Social Comparison Theory suggests ________.

________ parents are very nurturing and highly permissive in respect to consumer socialization.

According to social comparison theory, individuals normally compare their own material possessions with those owned by others in order to determine their relative social standing.

All affluent consumers share the same lifestyle.

Why do many researchers maintain that America's middle class has been shrinking?

Which of the following is true of social class as it relates to saving, spending, and credit?

________ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers.

Increases in the divorce rate and the number of out-of-wedlock births, and the decline in the number of extended families has resulted in an increase in the percentage of families that progress through the traditional family life cycle.

Why do marketers target affluent households? If affluent households are such great targets, why not target them exclusively?

When Joan got transferred to a new city, she went there ahead of the rest of her family and independently shopped for and purchased a home for them to move into upon their arrival. Joan's role as the only decision maker in the house purchase makes it an example of a ________.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

Exam 10: The Family and Its Social Class Standing

The PRIZM "Accumulated Wealth" segment shies away from buying conspicuous luxury goods because they regard them as in poor taste/showing off money.

________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization.

Which PRIZM segment should marketers of very expensive vacations and conspicuous luxury goods study and/or target?

Most adolescents and teens prefer to look to their parents and older siblings in the development of consumer behavior norms.

The relative influence of a husband and wife on a particular consumer decision depends in part on the product or service category.

The ________ consists of giving respondents index cards with about 100 or so jobs listed on them and asking them to arrange the cards from the most to the least prestigious.

Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a ________.

Social Comparison Theory suggests ________.

________ parents are very nurturing and highly permissive in respect to consumer socialization.

According to social comparison theory, individuals normally compare their own material possessions with those owned by others in order to determine their relative social standing.

All affluent consumers share the same lifestyle.

Why do many researchers maintain that America's middle class has been shrinking?

Which of the following is true of social class as it relates to saving, spending, and credit?

________ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers.

Increases in the divorce rate and the number of out-of-wedlock births, and the decline in the number of extended families has resulted in an increase in the percentage of families that progress through the traditional family life cycle.

Why do marketers target affluent households? If affluent households are such great targets, why not target them exclusively?

When Joan got transferred to a new city, she went there ahead of the rest of her family and independently shopped for and purchased a home for them to move into upon their arrival. Joan's role as the only decision maker in the house purchase makes it an example of a ________.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters