Deck 11: The influence of culture on consumer behaviour

Question 1

_____ are overt modes of behaviour that constitute culturally approved or acceptable ways of behaving in specific situations.

A) Values
B) Beliefs
C) Customs
D) Cues

Answer 1

Customs

Question 2

_____ is defined as the sum total of learned beliefs, values and customs that serve to direct the consumer behaviour of members of a particular society.

A) Culture
B) Subculture
C) Social class
D) Consumer behaviour

Answer 2

Culture

Question 3

Janet is attempting to identify those elements that serve as a guide for culturally appropriate behaviour. She is studying one's:

A) customs.
B) values.
C) guides.
D) regulations.

Answer 3

values.

Question 4

In a broad sense, both values and beliefs are _____ that affect a wide range of specific attitudes, which in turn influence the way a person is likely to respond in a specific situation.

A) forms of culture
B) verbal statements
C) mental images
D) mental statements

Question 5

Which level of culture would be defined by the 'shared cultural characters that uniquely or specifically define the citizens of particular countries'?

A) International.
B) Regional.
C) National.
D) None of the above.

Question 6

The fact that nude sunbathing is not acceptable on most beaches and is in some places against the law is the result of what society has identified as its:

A) belief.
B) culture.
C) subculture.
D) custom.

Question 7

The fact that rice and noodles are not very acceptable breakfast items for most people of a western culture, is an example of which level of culture?

A) National.
B) Racial.
C) Regional.
D) Supranational.

Question 8

_____ is when adults and older siblings teach a young family member 'how to behave'.

A) Formal learning
B) Technical learning
C) Peer learning
D) Informal learning

Question 9

Values are different than beliefs because values meet all of the following criteria except:

A) they serve as a guide for culturally appropriate behaviour.
B) they are widely accepted by members of a society.
C) they are numerous and hard to keep count of.
D) they are enduring and difficult to change.

Question 10

When do we become most aware of how culture has moulded our own behaviour?

A) When we are reminded of it on a daily basis.
B) When we are adding tomato sauce 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.

Question 11

Mental or verbal statements that reflect a person's particular knowledge or assessment of something is defined as a person's:

A) values.
B) beliefs.
C) customs.
D) culture.

Question 12

The impact of _____ is so natural and so automatic that its influence on behaviour is usually taken for granted.

A) values
B) customs
C) guides
D) culture

Question 13

Whereas beliefs and values are guides for behaviour, _____ are usual or acceptable ways of behaving.

A) roles
B) cues
C) norms
D) customs

Question 14

The societal parameters (i.e. boundaries) that define acceptable behaviour are considered to be:

A) beliefs.
B) customs.
C) subculture.
D) culture.

Question 15

_____ is when a child learns by primarily imitating the behaviour of selected others, such as family or friends or TV heroes.

A) Formal learning
B) Technical learning
C) Peer learning
D) Informal learning

Question 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.

Question 17

For Pepsi Co. to convince adults to drink Pepsi in the morning, the hardest hurdle to overcome is:

A) competition.
B) values.
C) culture.
D) ad placement.

Question 18

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.

Question 19

Natalie just tried a new brand of low-fat yoghurt. She did not like the product at all. Her evaluation would be considered to be a:

A) custom.
B) guide.
C) value.
D) belief.

Question 20

Peter is very conscious of how other members of society evaluate his actions. Because he always tries to do what is socially correct, his actions are dictated by:

A) beliefs.
B) values.
C) culture.
D) attitudes.

Question 21

A firm's registered trademark would be a:

A) cultural attachment.
B) symbol.
C) identifier.
D) value.

Question 22

Ben learned how to cook several simple dishes by watching his parents do this regularly. He gained the knowledge through:

A) informal learning.
B) formal learning.
C) technical learning.
D) inferential learning.

Question 23

A _____ is a type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time.

A) symbol
B) cue
C) custom
D) ritual

Question 24

Which of the following is not considered to be a distinct form of cultural learning?

A) Formal learning.
B) Informal learning.
C) Technical learning.
D) Inferential learning.

Question 25

The learning of one's own culture is termed:

A) indoctrination.
B) enculturation.
C) deculturation.
D) acculturation.

Question 26

_____ is an important concept for marketers who plan to sell their products in foreign or multinational markets.

A) Ethnocentrism
B) Enculturation
C) Acculturation
D) Subcultures

Question 27

To communicate effectively with audiences, marketers must use appropriate _____ to convey desired product images or characteristics. They can be verbal or nonverbal.

A) pictures
B) language
C) symbols
D) customs

Question 28

A firm that decides against exporting because they feel that they do not understand their own culture well enough would likely work on:

A) enculturation.
B) reculturation.
C) acculturation.
D) deculturation.

Question 29

Andrea sees a lemon on a particular brand of dishwashing detergent and perceives that it will do a good job of cleaning her dishes. Andrea is reacting to a(n):

A) cultural attachment.
B) shared meaning.
C) symbol.
D) identifier.

Question 30

A child or teenager will determine that using swear words is either acceptable or unacceptable behaviour through:

A) formal learning.
B) informal learning.
C) technical learning.
D) inferential learning.

Question 31

Which of the following could be considered a product or service symbol?

A) The price of a product.
B) The channel of distribution of a product.
C) The name of a product.
D) All of the above.

Question 32

When a person involved in learning is told why a particular behaviour should be undertaken, it is most likely that he or she is taking part in:

A) informal learning.
B) experiential learning.
C) technical learning.
D) inferential learning.

Question 33

The 'golden arches' of McDonald's are a(n):

A) cultural attachment.
B) shared meaning.
C) identifier.
D) symbol.

Question 34

One aspect of communication that seems to separate humans from most other animals is their ability to recognise:

A) cultural attachments.
B) shared meanings.
C) identifiers.
D) symbols.

Question 35

_______ learning occurs when teachers instruct the child in an educational environment as to what should be done, how it should be done and why it should be done.

A) Formal
B) Technical
C) Educational
D) Structural

Question 36

An Australian citizen moves to China for an extended period of time for his work. The process in which he learns and 'gets used to' the Chinese culture is termed:

A) deculturation.
B) indoctrination.
C) acceptance.
D) acculturation.

Question 37

Singing the national anthem before a football match is considered a:

A) public ritual.
B) private custom.
C) symbol.
D) belief.

Question 38

In order to acquire a common culture, members of a society must have a common:

A) religion.
B) language.
C) history.
D) goal.

Question 39

In addition to language and symbols, culture includes various ______ experiences and behaviours that until recently have been neglected by consumer researchers.

A) changing
B) ritualised
C) symbolised
D) none of the above

Question 40

Anything that stands for something else is a(n):

A) attitude.
B) belief.
C) symbol.
D) value.

Question 41

The content of verbal, written and pictorial communications (e.g. the copy and art composition of an advertisement) is the focus of:

A) value measurement instruments.
B) projective tests.
C) consumer fieldwork.
D) content analysis.

Question 42

Consumer fieldwork helps anthropologists study the environment through field observation. All the following are distinct characteristics of field observation except:

A) it takes place mostly in a natural environment.
B) it is sometimes performed without the subject's awareness.
C) it focuses on observation of behaviour.
D) it takes place mostly in laboratory settings.

Question 43

A card, present, cake and candles are all:

A) rituals of a birthday.
B) part of the Australian value system in celebration of a birthday.
C) artefacts associated with a birthday ritual.
D) customary items in any birthday celebration around the world.

Question 44

Which of the following is not a distinct characteristic of field observation?

A) It takes place within a natural environment.
B) It requires the observer to be outside.
C) It is sometimes performed without the subjects' awareness.
D) It focuses on observation of behaviour.

Question 45

The _____ serves as the basic institution that serves as the primary agent for enculturation the passing along of basic cultural beliefs, values and customs to society's newest members.

A) educational institution
B) local community
C) family
D) house of worship

Question 46

A type of symbolic activity consisting of a series of steps occurring in a fixed sequence and repeated over time identifies a:

A) cultural attachment.
B) shared meaning.
C) symbol.
D) ritual.

Question 47

When research takes place within a natural environment, is performed sometimes without the subjects' awareness and focuses on observing behaviour, it would be said to have the distinct characteristics of:

A) value measurement instruments.
B) projective tests.
C) field observation.
D) content analysis.

Question 48

A particular boxer, at the beginning of each round, kisses each glove and taps them together five times. These actions would represent:

A) repetitive behaviour.
B) customs.
C) subconscious actions.
D) ritualistic behaviour.

Question 49

Culture is shared amongst a large group of people. A critical component that makes it possible for people to share values, experiences and customs is:

A) race.
B) ethnicity.
C) religion.
D) language.

Question 50

The capacity for people to share values, experience and customs would not be possible without a:

A) common ritual.
B) cultural attachment.
C) common language.
D) shared meaning.

Question 51

When researchers become active members of the environment that they are studying rather than just observers, we call them:

A) actors.
B) imitators.
C) active-researchers.
D) participant-observers.

Question 52

There are three main institutions that share the responsibility for the transfer of selected aspects of culture throughout the generations. Which of the following is not one of them?

A) Educational institutions.
B) Families.
C) Houses of worship.
D) Local communities.

Question 53

The particular way in which a family celebrates Christmas, the types of food they eat and even the gifts that are given are all part of a:

A) custom.
B) ritual.
C) symbol.
D) belief.

Question 54

Products that are associated with or somehow enhance performance of the ritual are called:

A) enhancers.
B) artefacts.
C) ritualistic aids.
D) associates.

Question 55

To fulfil its ______, culture must continually evolve if it is to function in the best interests of society.

A) need-gratifying role
B) self-satisfaction role
C) selfish-desires role
D) preference role

Question 56

If the Federal Government was interested in evaluating the advertising claims of competitors in a specific industry, they would most likely use:

A) value measurement instruments.
B) projective tests.
C) consumer fieldwork.
D) content analysis.

Question 57

An analysis of the promotional efforts of the members of a particular industry could be achieved via:

A) value measurement instruments.
B) projective tests.
C) content analysis.
D) consumer fieldwork.

Question 58

From a marketing standpoint, it is not the ritual that is important, but the:

A) result of the ritualistic behaviour on society.
B) outcome of the ritual.
C) consistency of the ritual over time.
D) artefacts that are associated with the performance of the ritual.

Question 59

Which of the following is not one of the approaches frequently used to examine culture and spot cultural trends?

A) Content analysis.
B) Consumer fieldwork.
C) Chapin's Culture Measurement Scale.
D) Value measurement instruments.

Question 60

A researcher living on the streets to observe the behaviour of homeless people without disclosing his or her true identity would be using:

A) value measurement instruments.
B) field observation.
C) projective tests.
D) content analysis.

Question 61

Jane was interested to know if a significant portion of the population accepted a particular value and used it as a guide. She was first determining whether or not the value was:

A) pervasive.
B) influential.
C) enduring.
D) consumer-related.

Question 62

Peters Ice Creams' 'Heaven on a Stick' campaign appeals to which Australian core value?

A) Conformity.
B) Self-direction.
C) Power.
D) Hedonism.

Question 63

According to the text, to be a core value, the value should meet all of the following criteria except be:

A) pervasive.
B) influential.
C) enduring.
D) consumer-related.

Question 64

Data collection instruments that are used to ask people how they feel about basic personal and social concepts are called:

A) end-states of existence.
B) personalised instruments.
C) personal approaches.
D) values instruments.

Question 65

Bob was trying to determine if a reward in a particular situation should be considered a success or an achievement. Bob needed to look at:

A) the size of the reward.
B) the nature of the reward.
C) when the reward will be realised.
D) if the reward can be seen by others.

Question 66

The survey developed by Rokeach is an example of a(n):

A) projective technique.
B) inference.
C) value instrument.
D) individualised instrument.

Question 67

Benjamin is a young successful graduate at the start of his career and is focused on overseas travel and generally improving the prospects in his life. He could be classified to be part of which Australian value segment?

A) Look-at-me.
B) Fairer deal.
C) Something better.
D) Young optimism.

Question 68

Australians tend to be loyal and helpful. This behaviour is consistent with the core value of:

A) tradition.
B) power.
C) security.
D) benevolence.

Question 69

Culture is the sum of total values, beliefs and customs that serve to direct the consumer behaviour of members of a particular society.

Question 70

To help him achieve what he perceived to be the 'good life', Thomas built a tennis court in his backyard. This action would be consistent with the core value known as:

A) hedonism.
B) tradition.
C) power.
D) security.

Question 71

Domestos, a brand of disinfectant, used 'hospital strength' as its slogan. The makers of Domestos are appealing to which Australian core value?

A) Hedonism.
B) Obtainment.
C) Power.
D) Security.

Question 72

A core value would be differentiated from a short-term trend primarily through the identified criteria of:

A) pervasiveness.
B) influence.
C) consumer relation.
D) endurement.

Question 73

When achieving a particular goal serves as its own direct reward, it is called:

A) success.
B) obtainment.
C) realisation.
D) achievement.

Question 74

Which of the following is not considered to be a core value of Australians?

A) Achievement.
B) Benevolence.
C) Obtainment.
D) Tradition.

Question 75

A value instrument that could be employed to segment markets on the basis of value is the:

A) Rokeach Value Survey.
B) Mockerson Segment Analysis.
C) Masters and Johnson Survey.
D) Bacon Value Analysis.

Question 76

Which of the following is not an instrument used to measure the underlying values of a society?

A) Rokeach Value Survey.
B) List of Values.
C) Roy Morgan Research Australian Values Segments.
D) Chapin's Value Structure Scale.

Question 77

The _____ is a widely used self-administered value inventory that is divided into two parts: where the first half of the measurement instrument deals with ends, while the second half considers means.

A) Rokeach Value Survey
B) List of Values
C) VALS
D) Chapin's Value Structure Scale

Question 78

Older people with a focus on community activities and making the most of a reduced income are typically classified into which Australian value segment?

A) Look-at-me.
B) Young optimism.
C) Socially aware.
D) Basic needs.

Question 79

The difference between achievement and success is determined by:

A) the size of the reward.
B) when the reward will be realised.
C) the nature of the reward.
D) if the reward can be seen by others.

Question 80

James' pattern of thinking could be described as unsophisticated and self-centred. He enjoys watching TV, eating junk food and spending time with friends. James falls into which Australian value segment?

A) Look-at-me.
B) Fairer deal.
C) Something better.
D) Young optimism.