Deck 16: Research Methods

Question 1

An ad which is based on the classic struggle between virtue and temptation draws on a (an):

A) metaphysical equation
B) allegory
C) psychosis
D) myth
E) parable

Answer 1

D

Question 2

Carlos, while out shopping for a birthday gift for his wife, decides to buy himself a watch that he has been eyeing for a few months. This is an example of:

A) a gifting ritual
B) self- gifting
C) relationship equality
D) action- reward variables
E) a transference reaction

Answer 2

B

Question 3

Profane consumption deals with:

A) pornographic products
B) ordinary consumer objects
C) conspicuous usage habits
D) exaggerated habits
E) extraordinary events

Answer 3

B

Question 4

Interest in the occult tends to increase in a society when .

A) members of a society feel overwhelmed or powerless
B) people become less religious
C) economic conditions begin to improve
D) there has been a major triumph, such as winning a war
E) religious leaders begin espousing the problems with supernatural phenomenon

Question 5

Jerry is very much in love with Anna, so he buys her flowers every week. His behaviour is an example of how gift- giving can involve a:

A) economic exchange
B) social exchange
C) profane exchange
D) sacred exchange
E) symbolic exchange

Question 6

Sidney went to court to fight his speeding ticket. What type of primary behaviour source is this ritual:

A) cosmology
B) cultural values
C) group learning
D) individual emotions
E) individual aims

Question 7

Sidney went to court to fight his speeding ticket. This is an example of what ritual type:

A) cultural
B) personal
C) civic
D) group
E) rites of passage

Question 8

Most of what each of us knows about norms is learned:

A) through punishment.
B) through instrumental conditioning.
C) through classical conditioning.
D) by the age of four.
E) vicariously.

Question 9

Canada's culture emphasizes personal enjoyment, excitement, equality and freedom. These are associated with a/an _ culture;

A) collectivist
B) innovative
C) individualist
D) assimilative
E) co- operative

Question 10

A type of myth in which a hero emerges from the everyday world with superhuman powers, wins a battle over evil, and then returns with the power to bestow good things on his fellow men is called a .

A) metaphysical myth
B) binary opposition
C) more
D) monomyth
E) paradise legend

Question 11

Before going out for the evening, Mary has a shower, and spends about 45 minutes doing her hair and makeup. This transformation from a natural state to the social world illustrates which binary opposition of grooming rituals?

A) good- evil
B) private- public
C) natural- unnatural
D) approach- avoidance
E) antisocial- social

Question 12

Laura was surprised when Luigi arrived on their second date with an enormous bunch of roses. According to some researchers this gift- giving has the following relational effect:

A) negligible effects
B) affirmation
C) weakening
D) negative confirmation
E) strengthening

Question 13

Which of the following statements best describes what a myth is?

A) A myth is a story that people like because it separates those in the know from those who are not culturally aware.
B) A myth is a story containing shared cultural symbolic meaning. The story may literally be true or false, but it conveys some cultural truth.
C) A myth is an old story that has been around so long that everyone in a culture can relate to it through shared memories.
D) A myth is a story passed down from generation to generation that changes in meaning in order to adapt to new cultural norms.
E) A myth is a fiction that large numbers of people in a culture believe to be true.

Question 14

Although every culture is different, several dimensions appear to account for much of the variability among different cultures. Which of the following would not be among those dimensions?

A) individualism
B) masculinity/femininity
C) uncertainty avoidance
D) presence of norms
E) power distance

Question 15

Dirk undergoes a rite of passage when he joins the military. Within weeks of signing the relevant papers he leaves for boot camp. This stage is termed:

A) aggregation
B) liminality
C) embarkation
D) acculturization
E) separation

Question 16

J. P. Stevens always looks perfect in his business suit. The colours are always right for the season and prevailing style. His tie has the proper knot, he does not wear a tie- tac, his handkerchief is the proper "two- fingers" above the pocket, and his socks and shoes do not distract from his "overall look." With respect to crescive norms, which of the following forms of norms does J. P. seem to be adhering to with his "correctness"?

A) customs
B) conventions
C) more
D) forced
E) enacted behaviour

Question 17

Regina and Gail are both baseball fans. Regina has a collection of every Toronto Blue Jays baseball card since the franchise began. Her friend Gail has a plethora of randomly acquired baseball equipment and memorabilia lying around in her garage. Which of the following is true?

A) Both women's behaviour would considered collecting.
B) Regina's behaviour would be considered a product of classical conditioning, whereas Gail's would be considered a product of instrumental conditioning.
C) Regina's behaviour would be considered collecting, whereas Gail's would be hoarding.
D) Both women's behaviour would be considered hoarding.
E) Regina's behaviour would be considered hoarding, whereas Gail's would be collecting.

Question 18

If the receiver of a gift perceives it as a bribe, this would most likely _ the social relationship.

A) symbolize
B) strengthen
C) affirm
D) weaken
E) not affect

Question 19

Special times or events marked by a change in the social status of the participants are referred to as:

A) purification rituals
B) socio- transformations
C) mortification rituals
D) rites of passage
E) Miller time

Question 20

Mealtimes, bedtimes and birthdays are all associated with the ritual type.

A) family
B) group
C) civic
D) cultural
E) personal

Question 21

Bob is a lover of antiques. Each Saturday he visits the local garage sales where he gets great finds. His house is full of his finds. He can be termed a (an):

A) compiler
B) collectible
C) hoarder
D) stockpiler
E) collector

Question 22

Which of the following would best describe a norm?

A) A norm is subjective and therefore differs between individuals. Therefore, identifying a cultural norm is almost impossible.
B) Norms are the laws of a culture. They are behaviours that are so important that they are written into law.
C) Norms are so "normal" to a group that even small children can describe them in detail to outsiders.
D) Norms are the universal behaviours that set us apart as humans irrespective of the culture a person happens to live in. Norms allows persons to understand at least parts of other cultures.
E) A norm is what is considered normal within a group. They are so taken for granted that most people don't know what their norms are until they see one violated.

Question 23

Where you stand in a crowded elevator is an example of a , while your reluctance to marry your cousin is a .

A) custom; convention
B) convention; custom
C) more; convention
D) convention; more
E) custom; more

Question 24

Which of the following does NOT display characteristics of sacred properties and/or rituals:

A) Michael Jordan (in his Air Nike commercials)
B) New Age crystals
C) tourism
D) shopping malls
E) tailgate parties before football games

Question 25

The "before and after" phenomenon of grooming rituals underscores the:

A) almost mystical qualities of transformation we come to associate with the power of rituals
B) way these rituals begin to diminish in their effectiveness
C) fact that beliefs about appearance are just marketing hype
D) differences between rituals and rites of passage
E) illusionary and artificial nature of beauty

Question 26

Evidence shows that the character of Halloween has changed from a children's holiday to a popular adult occasion. All of the following are true, EXCEPT:

A) one in five adults wear costumes to Halloween parties
B) unlike other holidays, a family is not required to celebrate it, which thus permits single people to participate without feeling lonely or left out
C) beer companies promote Halloween as a drinking occasion similar to St. Patrick's Day or New Year's Eve
D) many parents no longer let children celebrate the occasion ("trick- or- treat") because of their fear that razors or poison may be in candy given to children
E) sales on costumes for adults are up dramatically

Question 27

Taiwan's culture stresses values like self discipline and accepting one's lot in life. These are associated with a/an _ culture.

A) innovative
B) assimilative
C) collectivist
D) individualist
E) co- operative

Question 28

It is Amy's birthday, she receives gifts from several of her friends. According to some researchers this gift- giving has the following relational effect:

A) negligible effects
B) negative confirmation
C) weakening
D) strengthening
E) affirmation

Question 29

Patterns of behaviour which emphasize underlying symbolic meanings or social values are called:

A) addictions
B) consumer values
C) consumptive roles
D) rituals
E) habits

Question 30

The story goes that George Washington (as a small child) cut down his father's cherry tree with a hatchet. When asked who might have committed this act (even though young Washington was afraid of punishment for the act), George replied, "I cannot tell a lie; I cut down the cherry tree." This story has taken on mythical proportions in the United States and is designed to provide a model for personal conduct. Which of the following functions would the myth best match?

A) cosmological
B) metaphysical
C) anthropological
D) sociological
E) psychological

Question 31

People buying Christmas presents is based on what kind of event?

A) structural
B) emergent
C) ideological
D) presented
E) forced

Question 32

According to the "Doctrine of Signatures" a plant that resembles a part of the body can be used as a cure for any ailment of that body part. Hence, a perennial wildflower named Hepatica is sold as a cure for liver ailments because parts of the plant look like the liver. This can be seen as a primitive belief system in which certain products take on properties.

A) ritual
B) opposition
C) magical
D) supernatural
E) superordinate

Question 33

Friday is pay day, so the friends always meet for drinks after work. This is an example of a:

A) convention
B) ritual
C) norm
D) custom
E) rite

Question 34

Researchers primarily see the gift- giving ritual as one of _ .

A) guilty exchange
B) psychological exchange
C) economic exchange
D) symbolic exchange
E) stylistic exchange

Question 35

Jan really needed a new bike, but couldn't afford one. Jonathan, the guy she had been dating for two weeks, decided to her one. What effect will this gift likely have on their relationship?

A) Affirmation
B) Weakening
C) Negligible Effect
D) Negative Confirmation
E) Strengthening

Question 36

The Pope would be an example of a/an:

A) reciprocity norm
B) reciprocity symbol
C) cultural convention
D) sacred person
E) cultural object

Question 37

In many ways, culture can be thought of as a society's:

A) libido
B) aesthetic side
C) personality
D) conscience
E) marketer

Question 38

Among holidays, Halloween is unusual in that:

A) it is the only holiday that uses costumes
B) it is the only holiday celebrated at night
C) it is celebrated primarily by family members
D) its rituals are somewhat opposite of more traditional holidays, such as Christmas
E) it lacks rituals altogether

Question 39

A mediating figure in a myth is similar to the concept of the:

A) ego
B) law of attraction
C) mere exposure effect
D) figure- ground principle
E) progressive learning model

Question 40

Fans may wish to own something that was once owned by Elvis Presley, and if successful, they may value the object as sacred. This is a result of a process known as:

A) co- variation
B) contamination
C) illumination
D) de- mystification
E) guilt by association

Question 41

Which of the following is NOT an example of desacralization:

A) jewelry fashioned like a stylized cross
B) use of aspects of the Canadian flag in clothing designs
C) souvenir reproductions of the Statue of Liberty
D) religious groups or individuals using secular marketing approaches
E) Amish hex signs

Question 42

Certain parts of Africa suffer from an epidemic AIDS. One of the reasons they believe a person gets AIDS is because they are being punished by God. Consequently, people that are victimized by AIDS are often shunned by members of the population. This example is an example of how can affect a culture.

A) uncertainty avoidance
B) individualism
C) power distance
D) the presence of norms
E) masculinity/femininity

Question 43

Arriving at boot camp for his basic training, Dirk must find his way around and adjust to his new life. This stage is termed:

A) liminality
B) embarkation
C) aggregation
D) acculturization
E) separation

Question 44

Which of the following correctly identifies the three stages of gift- giving rituals:

A) gestation, presentation, reformulation
B) emergent, structural, reformulation
C) gestation, presentation, termination
D) formulation, structural, emergent
E) gestation, emergent, presentation

Question 45

Thomas and his family recently toured the Gettysburg battlefield on their vacation. The area was rich in history and memory. While walking, Thomas remembered all the accounts of the battle that he had read in school. He finally understood why this place had such a special meaning in American history and to Americans in general. Thomas's tour and thoughts were examples of what might occur in which of the following consumption situations?

A) paranormal consumption
B) sacred consumption
C) nostalgic consumption
D) profane consumption
E) deity consumption

Question 46

Which of the following includes the three stages of a consumer's rites of passage:

A) separation, liminality, aggregation
B) separation, de- individuation, socialization
C) separation, luminosity, consubstantiation
D) separation, reunion, acquisition
E) separation, liminality, acculturization

Question 47

Every March 1st the Welsh celebrate St. David's Day. This is an example of a(n):

A) social structure
B) ethos
C) ideology
D) custom
E) ecology

Question 48

Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of the following terms most likely describes Sharon's feelings of concern?

A) self- serving
B) reciprocity norm
C) cheapskate
D) role transference
E) gestation

Question 49

Many types of consumer activity involve the marking of boundaries, or binary opposition, such as good versus bad, regular versus lo- cal, etc. Objects or events that are set apart from normal activities and treated with some degree of respect or awe are called:

A) awesome
B) contaminated
C) sacred
D) extraordinary
E) religious

Question 50

When something once considered sacred becomes more commonplace, even mass- produced, we say that a process of _ has occurred.

A) de- escalation
B) contamination
C) desalinization
D) delineation
E) desacralization

Question 51

In a culture, the function of myths is all of the following, EXCEPT:

A) to maintain social order by authorizing a social code to be followed by members of a culture
B) to understand how people feel threatened by ambiguous situations
C) to integrate all of the components of the universe into a single picture
D) to help to explain the origins of existence
E) psychologically to provide models for personal conduct

Question 52

Thelma collects unusual salt and pepper shakers. Recently she purchased a set shaped like leeks. When she returned home she placed them with the rest of her collection. They became:

A) substantiated
B) desacralized
C) contaminated
D) sacralized
E) objectified

Question 53

Enacted norms are rules that are:

A) explicitly decided upon by members of a culture
B) subtly agreed upon by members of a culture
C) those norms that involve violating a custom
D) forced upon people through laws
E) begun at a monumental time, such as a graduation

Question 54

Which of these consumer activities is NOT an example of a "rite of passage":

A) fraternity pledging during Hell Week
B) new fashion models being "seasoned" in Paris
C) moving from one office to another
D) baseball athletes going through training camps
E) novitiates becoming nuns

Question 55

postulated that myths involve binary opposition in which two opposing ends of some dimension are represented.

A) McDonald
B) Levi- Strauss
C) Freud
D) Bettelheim
E) Jung

Question 56

It can be difficult to grasp the full impact of culture on consumption because:

A) it is so powerful and far- reaching an influence on our lives that it may be hard to see it as separate from just "the way things are"
B) there are so many different cultural groups in our society that we cannot keep their influences separate
C) only primitive societies are affected by their cultures
D) only modern societies are affected by their cultures
E) we get used to cultural effects and tune them out

Question 57

A set of moral, aesthetic and evaluative principles is termed:

A) ecology
B) ethos
C) ideology
D) social structure
E) ethnoism

Question 58

The concept of the nuclear family would fit into which aspect of culture?

A) social structure
B) ecology
C) environment
D) ideology
E) hierarchy

Question 59

A cultural system consists of three functional areas:

A) social structure, environment, hierarchy
B) social structure, race, partisanship
C) ideology, environment, social structure
D) ecology, archeology, ideology
E) ecology, social structure, ideology

Question 60

Which of the following is an example of a sacred place?

A) Walking through the forest on a spring day
B) A Hard Rock Café
C) Ground Zero in Manhattan
D) A cliff from which one can often see a beautiful sunset
E) A movie theater with massive screens and amazing sound

Question 61

Nathalie has very long hair, and brushes it fifty strokes in the morning and another fifty at night to keep it looking beautiful. She is performing a/an:

A) cultural act
B) directed sacralization
C) grooming ritual
D) rite of passage
E) conscious artifact

Question 62

The outpouring of affection and adoration for Elvis Presley, even years after his death, has to mean that to many consumers, Elvis is .

Question 63

An analysis of the underlying structure of many myths reveals that two opposing ends of a dimension are represented, such as good vs. evil. This structure is known as .

Question 64

During their daily "retreat" at Starbucks, Whitney's friend, Gab, recommended an aromatherapy bath and a glass of Chardonnay to brighten her mood. Whitney took Gab's advice because it made sense within the context of the shared meaning of the in which they lived, worked and consumed.

Question 65

As part of the ritual of eating, an etiquette book would be considered an example of
.

Question 66

Ritual artifacts are:

A) norms regarding the conduct of certain rituals
B) a set of instructions which tell how the ritual is to be conducted
C) used in consumer rituals but not other kinds of rituals
D) substitutes for ritual participation
E) the "props" of rituals; items used in performance of a ritual

Question 67

Within a culture, rules which are explicitly decided upon to guide behaviour, such as a red traffic light means "stop," are called .

Question 68

The way in which a system is adapted to its habitat is termed:

A) social structure
B) ideology
C) ecology
D) ethos
E) ethnoism

Question 69

Objects which are set apart from the normal and treated with some degree of respect or awe (and which may or may not be associated with religion) are termed .

Question 70

Which functional area of culture is most related to the idea of a common worldview?

A) social structure
B) socio- psychology
C) ideology
D) ethnoism
E) ecology

Question 71

The rites of passage of consumers consist of three phases, , and
.

Question 72

Cannibalism involves a taboo or forbidden behaviour, calling for strong punishment from other members of a society. Such customs, with strong moral overtones, are called
.

Question 73

A custom is an example of a norm

Question 74

A Christmas cracker can be considered to be a _ .

Question 75

A phaser from the original Star Trek show, Archie Bunker's chair from All in the Family, and one of John Lennon's guitars are all examples of how common objects can take on sacred meaning through a process known as _.

A) prioritization
B) adaptation
C) acculturation
D) collection
E) objectification

Question 76

The red sequined shoes worn by Judy Garland in The Wizard of Oz are displayed by the Smithsonian Institution. By a process of they have become sacred.

Question 77

Myths that serve to emphasize all components of the universe are part of a single picture are termed .

Question 78

Carl Thorne has just passed the final test to become a member of a college fraternity. This rite of passage has moved Carl from being an individual to being a member of a bonded group. When Carl receives his "fraternity pin" in a final ceremony and joins his new brothers, he will have passed through a final stage or phase of a rite of passage metamorphosis in college. According to the text, what would this final stage be called?

A) liminality
B) separation
C) acculturization
D) finality
E) aggregation

Question 79

In the third stage of the gift- giving ritual, the bonds between giver and recipient are evaluated and the relationship between them adjusted according to the perceived value of the gift. This third stage is known as

Question 80

Mini- Case Question
This question is based upon the following information.
Elvis Presley created hundreds of records and albums during his lifetime, but the curious fact is that since his death, his records have sold more than when he was alive. The
sharp- eyed person can see references to him every day, literally, in various media, decades after his death. On the anniversary of his death, television schedules re- runs of his movies around the clock. His home, Graceland, in Memphis, is visited by thousands of people each year. The tourist industry, surrounding his home, is enormous. Fan clubs still exist. Stories frequently appear in the tabloids that he has been sighted alive; fans cannot let go.
Worldwide there are hundreds of men who make their livings by impersonating him (in white jumpsuits with flared bottoms). Recently the U.S. Postal Service conducted a survey to determine which of two photos of him should be memorialized on postage stamps. On the day of issue these stamps sold in the millions!
For years, Priscilla Presley was reluctant to admit fans to Graceland. She has tried in various ways to keep Elvis' memory alive in positive ways, and indeed, his estate has grown under her guidance as executor. She perhaps senses that his memory would get tarnished by mass commercialization of his name or likeness. She could be said to fear
.