Deck 15: The Creation and Diffusion of Culture

Question 1

Tilden,a movie critic,recently reviewed the James Bond movie Sky Fall.Tilden is a:

A) product selector.
B) creative subsystem member.
C) production manager.
D) cultural gatekeeper.

Answer 1

D

Question 2

Eleanor worries about the rising levels of violence and drinking in society that she gauges by watching TV.In reality.this rise appears to be a distortion according to which theory?

A) media theory
B) reality engineering
C) senior bias effect
D) the cultivation hypothesis

Answer 2

D

Question 3

Designers will give actors complete wardrobes to wear to high-visibility events like Globe and Academy Awards shows.They do this because ________.

A) influential people in the media play a large role in what will become stylish
B) styles are largely determined by fundamental societal trends
C) the actors will say kind things about them in interviews with the press
D) styles must be seen on television before they will be accepted by average consumers

Answer 3

A

Question 4

The three major subsystems of the CPS are:

A) creative, managerial, communications.
B) artistic, managerial, communications.
C) innovative, managerial, communications.
D) financial, managerial, communications.

Question 5

All of the following are examples of cultural gatekeepers,EXCEPT:

A) casting directors.
B) radio programmers.
C) opinion leaders.
D) textbook authors.

Question 6

One aspect of culture production systems (CPSs)that should not be overlooked is that:

A) the nature of these systems helps to determine the types of products that eventually emerge from them.
B) they tend to exist in a social vacuum, isolated from the social environment that they seek to influence.
C) their memberships tend to exclude real people.
D) they have very little interest in actually trying to anticipate developing fashion trends.

Question 7

The Macah,a Native American tribe from the Northwest,built functional seagoing canoes that are considered works of art by modern shipbuilders.By definition,these boats would be considered ________.

A) art products
B) style and cultural icons
C) proto-typical products
D) craft products

Question 8

Levi's Jeans is marketing a new line of shoes,made to look old by employing a "distressed look." This practice is called:

A) retro.
B) new vintage.
C) retired.
D) trickle-down.

Question 9

The process when elements of popular culture are appropriated by marketers and converted to vehicles for promotional strategies is termed:

A) reality artifices.
B) actuality engineering.
C) reality engineering.
D) validity engineering.

Question 10

Gaynor is delighted when a TV sitcom show calls to ask if they can mention her services within an actor's dialogue in a program.This is an example of ________ .

A) innovative advertising.
B) advergaming.
C) brand insertion.
D) product placement.

Question 11

Tabby watched a lot of cop shows on TV.She began to believe that all cops were overweight and on the take.Her perception of reality had been distorted by the media.This is termed:

A) culmination hypothesis.
B) culturatic hypothesis.
C) cultivation hypothesis.
D) cultus hypothesis.

Question 12

Classic western movies and family sitcom shows generally follow a cultural:

A) monopoly.
B) diversity.
C) formula.
D) inheritance.

Question 13

The model of the culture production process includes all of the following,EXCEPT:

A) symbol subsystem.
B) communications subsystem.
C) culture production subsystem.
D) creative subsystem.

Question 14

Social networking changes have prompted a movement away from ________ .

A) consumerspace
B) innovation
C) the traditional music industry
D) marketerspace

Question 15

A major distinction between an art product and a craft product centres on:

A) the price.
B) cultural formulas.
C) the question of function.
D) the creators.

Question 16

Xerox's engineers are part of a program to "dream with the consumer".This is an example of ________ .

A) customer-led innovation
B) customer coordination
C) low-cost idea sourcing
D) consumer dream networking

Question 17

Individuals and organizations responsible for creating and marketing a cultural product are:

A) marketing mavens.
B) a culture production system.
C) influence peddlers.
D) designer monoliths.

Question 18

Some artists have had an influence not only on music but on the fashion that accompanies the subculture that listens to their form of music.Which of the following cultural production system subsystems would these artists belong to?

A) a managerial subsystem
B) an advertising subsystem
C) a creative subsystem
D) a communications subsystem

Question 19

On the set of the Oprah Winfrey Show,we may see brands displayed prominently.This action is called:

A) sponsorship acquisition.
B) acquired attention.
C) permissive marketing.
D) product placement.

Question 20

The winnowing process whereby some products get adopted while others die off is called:

A) a production system.
B) cultural selection.
C) product selection.
D) market preference.

Question 21

Tariq deliberately waits to adopt a new plasma screen TV because he is concerned about its social acceptance.However,he plans to purchase it ahead of the majority of people.He can be considered to be a(n):

A) innovator
B) early adopter
C) early majority
D) laggard

Question 22

Billi likes to be cutting-edge when it comes to electronics.He likes to be the first to try new technologies and is willing to pay a higher price than the average person.He is best classified as a(n):

A) innovator
B) early adopter
C) early majority
D) laggard

Question 23

Brock,after months of negotiations,finally got the most popular professional team in his market to play an entire game with the logo of his company on their uniforms.Brock was successful in engaging in a new form of promotion called ________.

A) branded entertainment
B) brand loading
C) brand integrity
D) episode marketing

Question 24

The last 16% of consumers to adopt a new innovation are called the:

A) innovators.
B) late adopters.
C) late majority.
D) laggards.

Question 25

What is the primary difference between an innovator and an early adopter?

A) Early adopters are much the same as innovators except they, as a group, have higher average salaries and more education than do innovators.
B) Innovators are more risk averse than are early adopters.
C) Innovators are more likely to have higher incomes and education levels and are more likely to accept risk than are early adopters.
D) Innovators are less socially active than are early adopters, who tend to be the true trendsetters of a society.

Question 26

New products or services entering the marketplace are called:

A) breakthroughs.
B) diffusion styles.
C) innovations.
D) adoption potentialities.

Question 27

What is plinking?

A) the embedding of a product or service link in a video
B) the placement of a brand in a documentary feature
C) advertising dropins to feature storylines
D) pop-up ads on social networking sites

Question 28

Innovations may take the form of any of the following,EXCEPT ________.

A) an improvement in personal selling techniques used to sell a product
B) a clothing style
C) a new manufacturing technique
D) a novel way to deliver a service

Question 29

When marketers merge online games with interactive advertisements in ways that let companies target specific types of consumers,this is called:

A) advertising pop-ups.
B) internet synergy.
C) advergaming.
D) net access.

Question 30

Katrina really likes a new line of microfibre shirts that has been on the market for a very short period of time.However,she has not bought any because she is concerned people might think of them as being artificial and cheap.Marketers would place her in the ________ category.

A) early majority
B) laggard
C) innovator
D) early adopter

Question 31

Jamie waits to buy a Blu-ray player until more than half of the population has already adopted the technology,mostly because he is skeptical of new technologies and is waiting for the price to fall.He is best categorized as a member of the:

A) innovators.
B) late adopters.
C) late majority.
D) laggards.

Question 32

When BMW made a series of narrative films in ways that showcased their own products,this was an example of ________.

A) branded entertainment
B) brand loading
C) brand integrity
D) cultural jamming

Question 33

The 34% of consumers who adopt an innovation before the laggards are called the:

A) innovators.
B) early majority.
C) late majority.
D) laggards.

Question 34

Joelle is buying a Blu-ray player before most of the population,but she was deliberate in waiting to make sure that the technology really caught on before purchasing the product.She is best categorized as a member of the:

A) innovators.
B) late adopters.
C) early majority.
D) late majority.

Question 35

VCRs were introduced in North America via the United States for a period of time before they migrated northward and were adopted by Canadians.This situation can be best described by the process of:

A) diffusion of innovation.
B) competitive differentiation.
C) synchronous adoption.
D) market fixation.

Question 36

Jerri still doesn't have an DVD player.He says he is not ready to have one of these "new-fangled devices." He can be termed a(n):

A) innovator
B) early adopter
C) late majority
D) laggard

Question 37

Raj Suka absolutely loves computers.He always knows what is new before it even gets to the computer store.Through a variety of network contacts (including chat rooms),Raj is able to amass a great amount of information to use in his purchase decisions.He doesn't particularly care what others do.He cares about his own likes and dislikes.Raj would most likely fall into which of the following adopter groups,with respect to computers?

A) innovators
B) early adopters
C) late adopters
D) early majority

Question 38

The 34% of consumers who adopt an innovation after the early adopters are called the:

A) innovators.
B) late adopters.
C) early majority.
D) late majority.

Question 39

Dallas is playing an online racing game and sees an Apple PC pop up on the screen.This is a relatively new strategy called:

A) advertising pop-ups.
B) internet synergy.
C) intrusive attention.
D) advergaming.

Question 40

As a generalization,the profile of innovators includes all of these characteristics EXCEPT:

A) they are likely to have high incomes.
B) they are likely to have high educational levels.
C) they are innovators in most product areas.
D) they are socially active.

Question 41

The ________ consists of all those people and organizations involved in creating symbolic meanings and transferring those meanings to cultural goods.

A) fashion revue
B) fashion system
C) cultural elite
D) fashion oligopoly

Question 42

If a consumer believes that "having a free sample" of a product will enhance the likelihood of purchase,then which of the "success" characteristics for new product introduction is being used?

A) compatibility
B) complexity
C) relative advantage
D) trialability

Question 43

A new product called Bugchaser has just come on the market.It is a wristband containing insect repellent.Mothers have found it especially useful with young children because it is odourless,nontoxic,and nonstaining.This example illustrates which of the following prerequisites for new product success?

A) compatibility
B) complexity
C) relative advantage
D) trialability

Question 44

In the 1920s,________ proposed that "sexually charged areas wax and wane in order to maintain interest,and that clothing styles change to highlight or hide these parts."

A) Veblen
B) Freud
C) Fischer
D) Flügel

Question 45

When the automobile first came out,people went from horse and carriage to a gas-powered machine.A steering wheel,brakes,and a gas pedal took over from a set of reins.As well,a roof came as standard equipment.This would be an example of a:

A) market modification.
B) discontinuous innovation.
C) product repositioning.
D) continuous innovation.

Question 46

Fashion refers to ________.

A) a particular combination of attributes within a style
B) the process of social diffusion by which a new style is adopted by some groups of consumers
C) being positively evaluated by some reference group
D) rejecting the norm and pushing for newness

Question 47

Sociologists have observed the relationship between product adoption and class structure.In the "trickle-across effect,":

A) fashions diffuse among members of the same social group.
B) fashions diffuse from lower classes to the dominant culture.
C) designers impart fashion information to the social elite.
D) mass media show celebrities wearing "new" fashions.

Question 48

When Gillette's Mach 3 razor gives way to Gillette's new Mach 3 Turbo,this is known as a:

A) market modification.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) continuous innovation.

Question 49

The trickle-down theory was proposed by:

A) Freud.
B) Fischer.
C) Flugel.
D) Simmel.

Question 50

Fallon was the son of a very wealthy banker from Connecticut.The first time Fallon saw an artist on MTV wearing a polished bicycle chain around his neck,he knew he had to get an item like that for himself.Fallon's behaviour would best be explained as a ________ theory of fashion.

A) trickle-down
B) trickle-up
C) trickle-across
D) trickle-skipping

Question 51

Simply put,economists approach fashion in terms of:

A) social exchange theory.
B) projective modelling programs.
C) trend analysis.
D) supply and demand.

Question 52

Regardless of how much behavioural change is demanded by an innovation,all of the following tend to be factors which speed up the adoption of innovations EXCEPT:

A) compatibility with consumers' lifestyles.
B) trialability through free or "trial-size" samples of new products.
C) consumers believe there will be more benefits in the new offer.
D) lower cost than previous alternative.

Question 53

All of the following are true about the trickle-down theory of fashion,EXCEPT:

A) it is useful when a stable class structure exists.
B) status symbols trickle down from upper to lower classes.
C) upper and lower classes are easily identified.
D) consumers tend to be more influenced by opinion leaders.

Question 54

Some men find that women's golf clubs have a better feel and give greater accuracy than their own,but they won't adopt them.This is most likely due to:

A) persuasiveness.
B) complexity.
C) compatibility.
D) confusion.

Question 55

The "trickle-down theory" of fashion is characteristic of which of the following models of fashion?

A) the psychological model
B) the economic model
C) the liberal arts model
D) the sociological model

Question 56

Monica is pleased in one way that the new style of dress that she bought in New York recently is catching on.But when she sees the lower classes adopting this style,she immediately starts to look around for something new to distance herself from it.This is an example of the theory called:

A) adopt-adopt.
B) trickle-down.
C) reward-rejection.
D) fashion-focus.

Question 57

Megan thought it strange that although her bathing suit covered much less skin than did her underwear,she felt comfortable wearing her bathing suit in public at the beach,but she would never think of walking around the beach in her underwear.This is an example of the power of how ________ modify(s)expectations and behaviour.

A) the complexity paradox of fashion
B) trickle-up effects
C) cultural categories
D) generational fads

Question 58

In the late 1980s,CDs began replacing both vinyl records and audio cassettes as the medium of choice for recorded music.This would be viewed as a:

A) market modification.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) continuous innovation.

Question 59

Psychological factors can be both informative and confusing in explaining why people desire to be in fashion.For example,the concept of consumers' "need for uniqueness" encompasses their need to be different:

A) and the marketers' need to make a profit.
B) and their need to save money.
C) but not too different.
D) but not their need to fit in.

Question 60

Fashions tend to "sweep" the country.The process by which certain symbolic alternatives are chosen over others and gain general consensus has been termed:

A) symbolic interactionism.
B) collective identification.
C) symbolic interdependence theory.
D) collective selection.

Question 61

Generating new products and/or symbols within a culture production system is the function of a creative subsystem.

Question 62

Which of the following is not true about a fad?

A) A fad does not perform any meaningful function.
B) A fad is adopted on impulse.
C) A fad is short-lived.
D) A fad trickles up and down through social classes.

Question 63

Of the following,which has a cycle that reaches the regression stage the slowest?

A) classic
B) seasonal classic
C) fad
D) cyclical fad

Question 64

Media exposure permits many groups to become aware of a style at the same time.As a result,________ fashion has largely been replaced by ________ fashion.

A) elite; mass
B) social; trendy
C) short-lived; long-lived
D) niche; anti-

Question 65

When a song begins receiving wide airplay on radio stations,what stage of the fashion acceptance cycle is it in?

A) introduction stage
B) adoption stage
C) acceptance stage
D) climax stage

Question 66

A restaurant reviewer is part of the throughput sector.

Question 67

Cultural selection is the process where some alternatives are selected over others by cultural gatekeepers.

Question 68

The late Roger Ebert,the film critic,was an example of a cultural gatekeeper.

Question 69

Author Harold Robbins was famous in the 1970s for his sexy adventure stories about "jet-setters." Many of the trends that he described eventually became more popular because of his vivid descriptions.Fashion houses began to send Mr.Robbins descriptions of their latest fashions before they were even put into production with the hope that he would incorporate the designs into his books.Considering information presented in the text and in this example,Mr.Robbins would be considered to be a ________.

A) publicist
B) critic
C) sensual icon
D) cultural gatekeeper

Question 70

Which of the following statements would be viewed as most true about styles?

A) A style typically starts in a large group of people as a safe unique statement.
B) Styles are often a reflection of more fundamental societal trends.
C) Influential people play only a minor role in deciding which styles will succeed.
D) Styles often most result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.

Question 71

The culture we live in creates the meaning of everyday products and how these meanings move through a society to consumers.Meaning transfer is largely accomplished by such marketing vehicles as ________.

A) production design and distribution
B) product design and pricing
C) advertising and fashion industries
D) public relations and the music industry

Question 72

One distinction between arts and crafts is that an art product has no obvious functional value while a craft product usually does.

Question 73

When Reese's Pieces appeared in the film E.T.,sales of the candy skyrocketed.

Question 74

A ________ is a very short-lived fashion.

A) trend
B) classic
C) style
D) fad

Question 75

Harlequin Romance novels follow a cultural formula.

Question 76

Getting exposure for a product by inserting it into a movie script or television show is a common practice called product placement.

Question 77

An elaborate hand-carved olive salad bowl is an example of an art product.

Question 78

Which of the following factors affects the perceived risk of adopting an innovation?

A) compatibility
B) complexity
C) relative advantage
D) observability

Question 79

Styles are created exclusively by the deliberate inventions of designers and businesspeople.

Question 80

To help to determine if an innovation will endure,marketers must ask all of the following questions,EXCEPT:.

A) What other changes have occurred in the market?
B) Is it a trend or a side-effect?
C) Can it be personalized?
D) What are the impairments?