Deck 14: Cultural Influences on Consumer Behaviour

Question 1

Which of the following would best describe a norm?

A) Norms are the laws of a culture. They are behaviours that are so important that they are written into law.
B) Norms are so "normal" to a group that even small children can describe them in detail to outsiders.
C) Norms are the universal behaviours that set us apart as humans irrespective of the culture a person happens to live in. Norms allow persons to understand at least parts of other cultures.
D) 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.

Answer 1

D

Question 2

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) enacted behaviour
B) customs
C) more
D) conventions

Answer 2

D

Question 3

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

A) conscience.
B) personality.
C) libido.
D) aesthetic side.

Answer 3

B

Question 4

A cultural system consists of three functional areas:

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

Question 5

Cross-culturally speaking,a society's tolerance for uncertainty and ambiguity is referred to as:

A) individualism/collectivism.
B) uncertainty avoidance.
C) masculinity/femininity.
D) power distance.

Question 6

Cross-culturally speaking,the degree to which gender roles are clearly delineated is referred to as:

A) individualism/collectivism
B) uncertainty avoidance
C) masculinity/feminity
D) power distance.

Question 7

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

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

Question 8

Japanese culture differs from American culture in terms of which core values?

A) Japanese culture prioritizes cleanliness over personal wealth.
B) Many Japanese would rather endure deprivation than risk personal safety.
C) Child safety is rated more important than economic power in Japanese culture.
D) Many Japanese are happy to trade off some independence for safety.

Question 9

When James says Morocco has short-term orientation,he means that:

A) Morocco is orientated towards future rewards such as thrift.
B) Morocco has set a number of 5-10 year political objectives.
C) Morocco respects past traditions and fulfilling its social obligations.
D) Moroccans live only for the present.

Question 10

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) only primitive societies are affected by their cultures.
C) only modern societies are affected by their cultures.
D) there are so many different cultural groups in our society that we cannot keep their influences separate.

Question 11

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

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

Question 12

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

A) ecology.
B) social structure.
C) ideology.
D) ethos.

Question 13

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

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

Question 14

Enacted norms are rules that are:

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

Question 15

Marika claims her culture is high in power distance.What best describes what she means?

A) Her culture is accepting of social inequalities.
B) Her culture distances its powerful individuals from political power.
C) Her culture puts a lot of effort into maintaining social norms.
D) Her culture believes that power should be controlled so as to maintain stability.

Question 16

Cross-culturally speaking,the extent to which the less powerful members of organizations and institutions accept and expect that power is distributed unequally is referred to as:a.individualism-collectivism
B) uncertainty avoidance
C) masculinity/feminity
D) power distance.

Question 17

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

A) ecology.
B) social structure.
C) ideology.
D) ethos.

Question 18

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

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

Question 19

Cross-culturally speaking,the extent to which the welfare of the individual versus that of the group is valued is referred to as:a.individualism/collectivism
B) uncertainty avoidance
C) masculinity/feminity
D) power distance.

Question 20

All of the following set cultures apart,EXCEPT:

A) norms.
B) language.
C) myths and rituals.
D) needs for safety.

Question 21

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

A) economic conditions begin to improve.
B) there has been a major triumph, such as winning a war.
C) members of a society feel overwhelmed or powerless.
D) people become less religious.

Question 22

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

A) habits.
B) addictions.
C) consumptive roles.
D) rituals.

Question 23

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 humanity is called a ________.

A) more
B) monomyth
C) paradise legend
D) metaphysical myth

Question 24

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

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

Question 25

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

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

Question 26

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

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

Question 27

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

A) custom.
B) ritual.
C) rite.
D) norm.

Question 28

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

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

Question 29

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

A) metaphysical equation.
B) parable.
C) myth.
D) allegory.

Question 30

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

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

Question 31

In China,Cadbury Schweppes makes its Cadbury milk chocolate less milky and less sweet than in North American markets.This reflects paying attention to a:

A) ritual.
B) superstition.
C) food culture.
D) implicit belief.

Question 32

Emily was instructed in her writing class to create a script for a stage play that would have the same myth as the movie "Gone With the Wind." What would be the main theme of Emily's script?

A) A messianic figure would visit and through miracles show people how to save themselves from the modern world.
B) A group of people would find a paradise through their own goodness and hard work.
C) An unlikely hero would appear and save a large number of people, and then disappear back into obscurity.
D) People once lived in a state of harmony with each other and with nature, but because of their weaknesses they lost this paradise.

Question 33

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

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

Question 34

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

A) rite of passage
B) cultural
C) civic
D) personal

Question 35

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) metaphysical
B) cosmological
C) sociological
D) psychological

Question 36

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

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

Question 37

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

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

Question 38

Ritual artifacts are:

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

Question 39

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

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

Question 40

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:

A) cultural act.
B) grooming ritual.
C) conscious artifact.
D) directed sacralization.

Question 41

Profane consumption deals with:

A) exaggerated habits.
B) extraordinary events.
C) pornographic products.
D) ordinary consumer objects.

Question 42

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

A) rites of passage.
B) Miller time.
C) purification rituals.
D) mortification rituals.

Question 43

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

A) religious.
B) awesome.
C) sacred.
D) extraordinary.

Question 44

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) objectified.
B) sacralized.
C) contaminated.
D) desacralized.

Question 45

Tessa is keen to use light blue as the background for the company's new ad campaign in Southeast Asia.Neil thinks this is a bad idea.Why?

A) The colour blue will be too breezy for a serious electronic product.
B) Light blue is a symbol of death in South East Asian.
C) Light blue will clash with the purple detailing on the product they are selling.
D) Light blue is an off-putting colour to men.

Question 46

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

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

Question 47

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:

A) stockpiler.
B) collector.
C) hoarder.
D) compiler.

Question 48

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

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

Question 49

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 transference. reaction.
B) self-gifting.
C) relationship equality.
D) a gifting ritual.

Question 50

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

A) desalinization
B) desacralization
C) delineation
D) contamination

Question 51

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) sales on costumes for adults are up dramatically.
B) beer companies promote Halloween as a drinking occasion similar to St. Patrick's Day or New Year's Eve.
C) unlike other holidays, a family is not required to celebrate it, which thus permits single people to participate without feeling lonely or left out.
D) one in five adults wear costumes to Halloween parties.

Question 52

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

Question 53

Among holidays,Halloween is unusual in that:

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

Question 54

Electrolux translated the following slogan to promote their line of vacuum cleaners: "nothing sucks like an Electrolux" in the North American market.This is an example of:

A) a humorous ad campaign aimed at the youth market.
B) use of alliteration in advertising text.
C) an ad campaign that was able to segment and target different cultural markets.
D) a lack of back-translation.

Question 55

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) guilt by association.
B) de-mystification.
C) illumination.
D) contamination.

Question 56

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) separation.
B) embarkation.
C) liminality.
D) aggregation.

Question 57

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

A) a Hard Rock Café
B) a cliff from which one can often see a beautiful sunset
C) walking through the forest on a spring day
D) Ground Zero in Manhattan

Question 58

The Pope would be an example of a/an:

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

Question 59

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) finality
B) liminality
C) aggregation
D) acculturization

Question 60

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) embarkation.
B) liminality.
C) aggregation.
D) acculturization.

Question 61

Culture,a concept crucial to the understanding of consumer behaviour,may be thought of as a society's personality.

Question 62

Power distance refers to a society's tolerance for uncertainty and ambiguity.

Question 63

Ethos refers to the ideological area of culture that consists of a set of moral,aesthetic,and evaluative principles.

Question 64

When Disney made the gates to Disney Hong Kong feng shui compatible,they were using a(n):

A) transtheoretical perspective.
B) etic perspective.
C) emic perspective.
D) niche strategy.

Question 65

Individualism/collectivism refers to the extent to which the welfare of the individual versus that
of the group is valued.a.True
b. False

Question 66

A culture must possess an ideology in order to exist.

Question 67

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) collection
B) prioritization
C) objectification
D) acculturation

Question 68

Consumers who don't base purchase decisions on a brand's global attributes are referred to as:

A) global citizens.
B) antiglobals.
C) global agnostics.
D) global sceptics.

Question 69

Jews do not eat pork.This is an example of a custom.

Question 70

Crescive norms are those that have been explicitly agreed upon by members of a culture.

Question 71

Consumers who are skeptical that transnational companies deliver higher-quality goods are referred to as:

A) global dreamers.
B) global citizens.
C) antiglobals.
D) global agnostics.

Question 72

When marketers focus on the differences between cultures,they are using a(n):

A) transtheoretical perspective.
B) etic perspective.
C) emic perspective.
D) niche strategy.

Question 73

Culture includes both abstract ideas,such as values or ethics,as well as material objects,such as automobiles or art.

Question 74

The custom of eating haggis on Robbie Burns Day is an enacted norm.

Question 75

In order to examine the degree to which consumers of two or more cultures are different or similar in terms of psychological,social,and cultural factors,a __________ should be conducted.

A) cross-cultural analysis
B) time-series research design
C) longitudinal study
D) market analysis

Question 76

Once a culture is established it doesn't change.An apparent change in a culture is simply the emergence of a new culture.

Question 77

Which consumer segment is most likely to share a common worldview across cultures?

A) university students
B) affluent seniors
C) uoung people who watch MTV
D) the homeless

Question 78

Consumers who see the global success of a brand as a signal of quality and innovation are referred to as:

A) global dreamers.
B) global citizens.
C) antiglobals.
D) global agnostics.

Question 79

P&G's "Being a Girl" offers the same content to consumers is 40 countries.This is an example of a(n):

A) transtheoretical perspective.
B) etic perspective.
C) emic perspective.
D) niche strategy.

Question 80

When marketers focus on the commonalities across cultures,they are using a(n):

A) transtheoretical perspective.
B) etic perspective.
C) emic perspective.
D) niche strategy.