Deck 16: Symbolic Consumer Behavior

Question 1

Men's special possessions usually symbolize their attachment to other people.

Answer 1

False

Question 2

In China,consumers often build new houses because they believe that older houses are contaminated by the former occupants.

Answer 2

True

Question 3

Consumers in Korea celebrate babies' 100th day of life.

Answer 3

True

Question 4

Marketers can play three roles in establishing the emblematic function of products: (1)symbol communication,(2)symbol reinforcement,and (3)symbol attractiveness.

Question 5

Americans spend $41 billion annually for pet-related goods,services,and activities.

Question 6

71 million households in the U.S.keep a pet.

Question 7

During Muslim feasts,it is expected that everyone will eat off of the same plate; if someone asks for their own plate,it is seen as being rude.

Question 8

Carol collects turtle figurines.She has dozens that were given to her by friends and family members.To her,these figurines are most likely profane.

Question 9

Consumers will not sell special possessions at market value,if at all,and buy these items with little regard for price.

Question 10

When Mormons migrated to Utah in the 1800s,men and women brought items that would show they had status such as tools and sewing machines.

Question 11

Blue jeans are an example of an emblematic function for women.

Question 12

Profane things are those that are ordinary and have no special power.

Question 13

Research has found that boys like smooth peanut butter while girls prefer the chunky variety.

Question 14

Chinese consumers use large boxy tables to symbolize wholeness and connectedness.

Question 15

Selling an expensive designer perfume at a deep discount would reinforce its symbolic meaning.

Question 16

The cultural principles associated with work time are very similar to those associated with leisure time.

Question 17

The state in gift giving where an individual selects a gift for a friend is called the reformulation stage.

Question 18

Keeping family heirlooms is an example of the connectedness function of products.

Question 19

In China,an emblem of status is expensive cognac.

Question 20

Russell loves to Jet Ski and he thinks of his personal watercraft as enjoyable.Russell might not view the watercraft as part of his self-concept.

Question 21

By associating product characteristics with cultural principles and categories,

A) old meaning gets associated with the product in a recycling affect phenomenon.
B) new meaning gets created that can rebound against the individual.
C) meaning that exists at the level of the culture gets transferred to the product.
D) products become totemistic.
E) products become fetishes.

Question 22

We express our ethnic identification not only by the type of food we eat but also when we eat it.In the United States,dinner is typically eaten at about 6:00 in the evening,but in countries such as Spain and Italy,it is typically eaten

A) much earlier.
B) in the middle of the day.
C) much later.
D) at 5:00.
E) at 4:00.

Question 23

____ offerings and consumption practices stem directly from both the culture and the individual.

A) The quality of
B) The meaning associated with
C) The size of
D) The rationing of
E) Fulfillment of functional needs by

Question 24

BMWs and Mercedes-Benzes symbolize status in Thailand,just as they do in the United States.Such products are

A) utilitarian functions.
B) brand image dissociations.
C) functional tags.
D) cognitive marketers.
E) social class emblems.

Question 25

Some occasions are festive while others are more somber.The clothing worn during these occasions mirrors these moods.The way we behave and the clothes we wear during these occasions are defined by the ____ of the occasion.

A) ritualistic phenomenon
B) cultural category
C) derivational category
D) connectedness function
E) emblematic function

Question 26

Expensive heirloom china given to a couple on their wedding day by a favorite aunt can serve emblematic,connectedness and role transition functions.

Question 27

Cultural principles

A) give guidance as to how culture is created.
B) are guidelines in certain societies about food products that are based on bacteria and cultures.
C) are socialization rules that guide us in the purchase of luxury goods and services, such as opera and art museums.
D) organize reference group influence.
E) are ideas or values that specify how aspects of our culture are organized, perceived, or evaluated.

Question 28

Just by looking at someone and his or her possessions,we should be able to tell whether that person is a member of the categories of men,Mexican American,upper-middle class,or youth.Thus,these possessions are used to

A) satisfy functional needs.
B) satisfy hedonic needs.
C) communicate the groups to which they belong.
D) search for information from various reference groups.
E) satisfy utilitarian needs.

Question 29

Although Gayathri has lived in the United States for many years,she still wears a sari from her native land of India for special occasions.This is an example of a(n)

A) social class emblem.
B) ethnic emblem.
C) collection.
D) achievement emblem.
E) role acquisition.

Question 30

Foods such as chicken mole can serve as a(n)

A) gender emblem.
B) symbol of ethnic identity.
C) hedonic consumption symbol.
D) functional possession.
E) attribute-based possession.

Question 31

The ____ associated with the category known as work time dictate that it is more structured,organized,and precise than leisure time.

A) associations
B) attitudes
C) cultural categories
D) cultural principles
E) social classes

Question 32

For the connectedness function,product use defines the consumer as a group member and the product meaning derives from the

A) individual.
B) culture.
C) group.
D) emblem.
E) expressiveness of the consumer.

Question 33

The preppy clothing style symbolizes identification with New England.Brightly colored,loose-fitting clothing symbolizes identification with sunnier regions of the country.In these cases,clothing serves as a

A) reference group marker.
B) cultural group indicator.
C) utilitarian tag.
D) geographic emblem.
E) climatic bellwether.

Question 34

As emblems,consumers use products to

A) satisfy functional needs.
B) satisfy hedonic needs.
C) communicate with the groups to which they belong.
D) search for information from various reference groups.
E) satisfy utilitarian needs.

Question 35

The meaning of consumption symbols can stem from either the individual or

A) the culture.
B) other symbols.
C) other products.
D) iconic memory.
E) totemism.

Question 36

The natural grouping of objects that reflect our culture is (are)known as

A) schemas.
B) motivational groupings.
C) cultural categories.
D) cultural principles.
E) social classifications.

Question 37

The meaning of products derived from the culture can be used to communicate something about the various groups to which the consumer belongs.In other words,they serve as a(n)

A) consumption symbol.
B) emblematic function.
C) hedonic symbol.
D) affective tag.
E) idiosyncratic tag.

Question 38

When the purpose of acquisition,usage,or disposal of an offering is ____,these offerings have symbolic value.

A) to say something about who we are as people
B) sensory pleasure or emotional stimulation
C) to complete a task
D) to be abstract
E) to be valuable to the consumer

Question 39

Marketers and ad agencies match products with groups through target marketing.They communicate the relationship between the brand and the characteristics of target consumers.This is an example of cultural meaning that gets

A) displaced.
B) associated with the consumer behavior habits of the reference group.
C) transferred to the product.
D) associated with the consumer behavior habits of the cultural group.
E) transferred to other individuals within a reference group.

Question 40

Kimberly likes a particular mountain town because it reminds her of good times she had there with her family.This town has a(n)____ meaning for her.

A) hedonic
B) cultural symbolic
C) attribute-based
D) role acquisition
E) individual symbolic

Question 41

In an advertisement,an automobile may be linked with status by showing a successful individual wearing expensive clothes and driving it into a house in what appears to be an upper-income neighborhood.This type of advertising would be a part of what is known as

A) advertising myopia.
B) communication block building.
C) symbol communication.
D) schema dissociation.
E) associative creation.

Question 42

Miller found it necessary to position the "Lite" in Miller Lite beer as meaning "less filling" not "diet." The former was seen as appropriate for men,whereas the latter connotation made the beer appear more feminine.Miller was grappling with

A) socialization.
B) symbol development.
C) symbol removal.
D) role characterization.
E) cultural consumerism.

Question 43

Miriam gave up her conservative image and her Honda Accord and started riding a Harley-Davidson after she lost her career position.This is an example of how transition from one role to another

A) is the first phase of moving from one role to another.
B) is often marked by experimentation with new identities.
C) is the final phase of moving from one role to another.
D) occurs no later than age 18.
E) usually occurs after the 20s, but always before age 45.

Question 44

In a process known as ____,advertising can imbue a product with meaning through the selection of such factors as the setting,time of day,and the types of people in the ad.

A) socialization
B) symbol development
C) symbol communication
D) role characterization
E) cultural consumerism

Question 45

For groups,rituals can serve as all of the following except

A) reaffirmation of membership.
B) public confirmation that one has become a member.
C) to tie the group together.
D) to create a common understanding of the meaning of the group.
E) to dissociate oneself from the group.

Question 46

Clothing worn by students at high schools,such as varsity jackets,special hats or particular colors

A) are gender emblems.
B) designate culture.
C) are hedonic consumption products.
D) designate group membership.
E) are necessities.

Question 47

Dresses,skirts,and lipstick have traditionally been associated with women.These are best considered to be

A) geographic emblems.
B) ethnic emblems.
C) reference group emblems.
D) social class emblems.
E) gender emblems.

Question 48

A status product may be given a premium price,made with certain features that are appropriate only for the targeted buyers,and distributed only in outlets that have a status image.This is best thought of as an example of designing elements of the marketing mix

A) in communication block building.
B) in schema dissociation.
C) in associative creation.
D) to reinforce the symbolic image.
E) in consumer socialization.

Question 49

All of the following could be rituals symbolizing reference group membership except

A) a night out with friends that spontaneously occurred.
B) attendance at a monthly group dinner.
C) graduation ceremonies.
D) the Emmy Awards.
E) the yearly corporate picnic.

Question 50

Dresses are associated with women; surfboards are associated with young people from California and Australia; clerical collars are associated with priests.These symbols serve as

A) consumption rituals.
B) emblematic functions.
C) hedonic symbols.
D) affective tags.
E) idiosyncratic tags.

Question 51

Regarding food,research shows that ____ reflects its appropriateness for men and women.

A) its ethnicity
B) the way it is eaten
C) its price
D) the way it is prepared
E) the height of the table from the floor

Question 52

When Joe graduated from school and started his first professional job,he got rid of his ugly orange sofa and bought expensive leather couches to entertain guests.This is an example of products serving

A) to socialize consumers.
B) as socioeconomic group development.
C) as a reference group.
D) as an aspirational group.
E) as role acquisition.

Question 53

Uniforms in public schools are a way of ____ social class emblems.

A) removing
B) emphasizing
C) changing
D) redirecting
E) increasing the salience of

Question 54

Studded collars,fluorescent hair color,and Mohawk haircuts are consumption symbols of punks.These are best thought of as examples of

A) geographic emblems.
B) ethnic emblems.
C) reference group emblems.
D) social class emblems.
E) gender emblems.

Question 55

A company can use various pricing,distribution,and product strategies to maintain a product's status image.This is an example of ____ in establishing the emblematic function of products.

A) brand equity
B) symbol reinforcement
C) marketing mix readiness
D) product mix characterization
E) status strategy

Question 56

Activities such as college fraternity hazing or a debutante ball can best be thought of as ____ that serve as public confirmation that one has become a member of a group.

A) ethnic emblems
B) gender emblems
C) private consumption items
D) dissociative services
E) rituals

Question 57

A child gives up her security blanket to signal that she is no longer a little girl.This is best thought of as

A) separation from the old role.
B) problem recognition.
C) incorporation.
D) transition from one role to another.
E) pre-role acquisition search.

Question 58

For the role acquisition function,product use defines the consumer as an individual and the product meaning derives from the

A) individual.
B) culture.
C) group.
D) emblem.
E) expressiveness of the consumer.

Question 59

Reference group emblems are consumption items that serve

A) cognitive needs for information.
B) to fulfill hedonic needs.
C) affective needs for emotional information.
D) as indicators of membership in groups.
E) as necessities.

Question 60

We tend to associate hamburgers,diners,and truck stops with lower social status groups.These are examples of what are best known as

A) geographic emblems.
B) ethnic emblems.
C) reference group emblems.
D) social class emblems.
E) gender emblems.

Question 61

Many professors display their PhD diplomas on their office walls.The diplomas are

A) part of the professors' collections.
B) ethnic emblems.
C) gender emblems.
D) special possessions symbolizing achievement.
E) egocentric rituals.

Question 62

We may enjoy a special painting or item of clothing because it was a gift from a friend.Thus,this object is fulfilling the

A) connectedness function.
B) expressiveness function.
C) bridging schema.
D) reflexive thought process.
E) dissociative reference group.

Question 63

When a consumer moves to a new country,they may go through a(n)____ involving the abandonment or disposition of old customs and symbols and the adoption of new ones stereotypically associated with the new role.

A) anticipatory role acquisition
B) problem recognition struggle
C) pre-role acquisition search
D) ritual
E) cultural transition

Question 64

In preparation for marriage,Bill threw out all of his old socks with holes in them.This is an example of

A) separation from an old role.
B) stress from role acquisition.
C) symbol removal.
D) symbol communication.
E) disposal of an emblem.

Question 65

____ others that indicates their successful role performance is often very important to the nouveau riche.

A) Role conflict with
B) Symbolic criticism from
C) Reflexive evaluation from
D) Role redux from
E) Referencing from

Question 66

____ proposes that we evaluate brands in terms of their consistency with our individual self-identities.

A) Weber's law
B) The individuality model
C) Social identity theory
D) The evaluative principle
E) Consistency theory

Question 67

Brides magazine targets consumers who are in

A) a stable role.
B) role conflict.
C) role disagreement.
D) transition.
E) validation.

Question 68

Some consumers spend hours washing and waxing their cars.This could be classified as a(n)

A) possession ritual.
B) acquisition rite.
C) grooming ritual.
D) divestment ritual.
E) referential script.

Question 69

Upon ____,many people dispose of possessions that remind them of the other person.

A) marriage
B) retirement
C) graduation
D) divorce
E) the change of teachers

Question 70

According to ____,our self-concept can be decomposed into many separate identities called actual identity schemas.

A) the self schema law
B) the self schema axiom
C) the theory of reasoned action
D) social identity theory
E) MOA

Question 71

In what is known as ____,we use symbols and engage in rituals to get feedback from others to tell us if we are correctly fulfilling the role.

A) reflexive evaluation
B) feedback embellishment
C) feedback emblemization
D) associative networking
E) symbolic role analysis

Question 72

Products and consumption activities that serve the ____ reinforce our personal relationships to significant people,events,or experiences in our lives.

A) connectedness function
B) expressiveness function
C) bridging schema
D) reflexive thought process
E) dissociative reference group

Question 73

In role transition,incorporation

A) is the first phase of moving from one role to another.
B) is often marked by experimentation with new identities.
C) is the final phase of moving from one role to another.
D) occurs no later than age 18.
E) usually occurs after the 20s, but always before age 45.

Question 74

____ use(s)possessions not only to demonstrate their (its)role but also to validate their (its)role.

A) Old wealth
B) The nouveau riche
C) The working class
D) The new poor
E) Self-actualizers

Question 75

Individuals adopting a new culture often

A) hold on to items reminiscent of their old culture.
B) excessively watch advertisements.
C) engage in a search for regional emblems.
D) excessively engage in hedonic consumption.
E) symbolically dispose of necessities.

Question 76

When consumers are in the phase of ____,marketers may find it advantageous to promote their product as useful in incorporating a new role.

A) role disposition
B) stagnation
C) anticipatory stagnation
D) role stretch
E) anticipatory role acquisition

Question 77

As part of the ____ for a newly married couple,the couple acquires new products that are viewed as culturally appropriate for the role and that help them create a mutual history.

A) separation from the old role
B) transition into a new secondary reference group
C) incorporation phase
D) search for a geographic reference group
E) pre-role acquisition search

Question 78

Lily had a pet iguana named Fred for several years.Since Fred could be considered a special possession,he

A) relates to her ideal identity.
B) relates to her actual identity.
C) has a self expressive value.
D) can really be enjoyed by others.
E) is unlikely to be sold.

Question 79

A Hindu bride's mother-in-law often gives her keys to the house following the wedding.This can best be thought of as a(n)

A) hedonic consumption product.
B) product that symbolizes a marital transition.
C) indicator of economic status.
D) geographic emblem.
E) luxury good.

Question 80

All of the following are characteristics of special possessions except that they

A) will not be sold at market value.
B) will often be used for their original purpose.
C) are often purchased with little regard for price.
D) are often non-substitutable.
E) are not discarded.