Deck 16: Symbolic Consumer Behavior

Question 1

The second stage of gift giving, when a gift is actually given, is called the gestation stage.

Answer 1

False

Question 2

Wrapping a present nicely in appropriate paper helps to commodify a mass-produced product.

Answer 2

False

Question 3

Marketers sometimes unintentionally profane sacred objects through commercialization.

Answer 3

True

Question 4

In the context of symbolic consumer behavior, marketers create products and consumers use them in ways that are inconsistent with cultural principles.

Question 5

Women use social class emblems to signal their attractiveness to men, whereas men use them to signal to other men that their partners are devoted to them.

Question 6

People discard special possessions when they lose their functional value.

Question 7

Token gifts are unappreciated in situations where there is no expectation of a gift.

Question 8

In the context of symbolic consumer behavior, cultural categories do not reflect gender and age characteristics of people.

Question 9

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

Question 10

Grooming rituals are designed to wipe away all traces of personal meaning in a product.

Question 11

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

Question 12

Carol loves collecting animal figurines. Her treasured collection includes figurines gifted by her friends and family. In this scenario, Carol considers her animal figurines to be profane objects.

Question 13

In the context of special possessions and brands, replicas or copies of a particularly valued item cannot become fetish objects.

Question 14

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

Question 15

Marketers can create sacredness in objects or people.

Question 16

The development of a motive for gift giving occurs in the reformulation stage of gift giving.

Question 17

The importance of special possessions for individuals remains constant with age.

Question 18

When giver and receiver have close connections, the receiver perceives a low economic value in the gift received.

Question 19

In the context of symbolic consumer behavior, groups on the margins of society can be agents of change in cultural principles.​

Question 20

Giving a gift that aligns with the giver's self-concept can have a positive effect on the giver.

Question 21

The term _____ refers to the natural grouping of objects that reflect our culture.

A) identity schemas
B) motivational groups
C) cultural categories
D) abstract schemas
E) natural selections

Question 22

Righteous Fury, a movie released in the US, has been well-received by audiences. Its story has elements of freedom, independence, and competition. Viewers regard such movies as authentic. This scenario is an example of the:

A) changes in cultural perceptions with time.
B) moviegoers' enthusiasm.
C) attitude shift of Americans.
D) fit between cultural principles and offerings.
E) divide between the rich and poor sections of society.

Question 23

In the context of symbolic consumer behavior, which of the following statements is true of cultural principles?​

A) ​Marketers make products in ways that are inconsistent with cultural principles.
B) ​Cultural principles are explicitly stated in cultural categories.
C) ​Consumers use products in ways that are inconsistent with cultural principles.
D) ​Cultural principles give meaning to products.
E) Cultural principles stay constant with time.

Question 24

Barbara was born and raised in South Dakota, but at age 33, she has moved to Hawaii. In order to adapt to the culture of a popular tourist beach town, she experiments with brightly colored, loose-fitting clothing and new hairstyles. In the context of role acquisition phases, which of the following phases is Barbara experiencing?

A) The conventional phase
B) The incorporation phase
C) The separation phase
D) The conception phase
E) The transition phase

Question 25

Emblematic function is defined as:

A) the use of products to symbolize membership in social groups.
B) participation in common social activities.
C) the formulation of unique signs and symbols for nations and communities.
D) the quality and reliability of a product or service.
E) the expression of the political beliefs of the consumer.

Question 26

Nina is a celebrity lifestyle coach. She advises her clients on topics such as fashion, fitness, and food. She is very famous and thousands of people follow her on social media. In the context of sources and functions of symbolic meaning, Nina is a(n) _____.

A) networking expert
B) opinion leader
C) critical mediator
D) cultural pioneer
E) social ombudsperson

Question 27

Women belonging to the wealthy sections of society take pride in owning and flaunting expensive diamond jewelry. In this example, expensive diamond jewelry is a:

A) secondary emblem.
B) divestment ritual.
C) social class emblem.
D) possession ritual.
E) geographic emblem.

Question 28

In Swedish weddings, the bride receives a gold coin from her father and a silver one from her mother as parting gifts. This tradition is believed to ensure prosperity for the newly-wed couple throughout their lives. Which of the following symbolic consumer behaviors does this example illustrate?

A) Marital transition
B) Symbol development
C) Emblematic function
D) Symbol removal
E) Grooming ritual

Question 29

An organization in India promotes the cause of education for underprivileged children. The people who support this organization wear a unique purple badge to increase awareness about their social cause. In this scenario, the purple badge is an example of a _____.

A) reference group emblem
B) grooming ritual
C) geographical emblem
D) gender emblem
E) divestment ritual

Question 30

Outfits of a certain design that are made of blue silk fabric symbolize identification with the country of Kailand. In the context of sources and functions of symbolic meaning, this is an example of _____.

A) a geographic emblem
B) symbol development
C) professional status
D) a gender emblem
E) educational status

Question 31

Melissa is in the process of divorcing her husband Oliver. She gives away her engagement and wedding rings because she wishes to rid herself of memories associated with the relationship. Which of the following role acquisition phases is Melissa in?

A) The preconception phase
B) The incorporation phase
C) The transition phase
D) The separation phase
E) The conventional phase

Question 32

Specific people who shape, refine, or reshape cultural principles and the products and attributes they are linked to are known as _____.

A) social mediators
B) networking agents
C) ethnic ombudsmen
D) role acquirers
E) opinion leaders

Question 33

Rohawk, a laptop bag manufacturer, has created a new line of laptop bags with a feminine design. The target market for this new product is urban working women. In order to market it effectively to the targeted segment, the advertisements for Rohawk women's laptop bags show smart and successful young women professionals using these bags. This scenario is an example of _____.

A) the role acquisition function
B) symbol development
C) opinion leadership
D) ethnocentric development
E) role transition

Question 34

In the context of role acquisition, feedback from others that tells us whether we are fulfilling a role correctly is known as _____.

A) reflexive evaluation
B) ethnic identification
C) ​symbol communication
D) symbol reinforcement
E) marketing implication

Question 35

Immigrants from Brittolia the world over identify with red rice as a symbol of their culture and identity. In the context of sources and functions of symbolic meaning, this is an example of _____.

A) role acquisition
B) an ethnic emblem
C) symbol development
D) a gender emblem
E) social distribution

Question 36

An Indonesian family that has immigrated into the U.S. tries to adopt the American culture by participating in festivals such as Easter and Halloween. The family also begins to celebrate Thanksgiving and Christmas in their own home. Which of the following symbolic consumer behaviors does this scenario illustrate?

A) Reflexive evaluation
B) Symbol development
C) Marital transition
D) Symbol communication
E) Cultural transition

Question 37

David and Melanie are expecting their first baby. They decorate a nursery and prepare themselves by buying toys and baby essentials. Which of the following symbolic consumer behaviors is illustrated in this scenario?

A) Symbol development
B) Brand image association
C) Social role reversal
D) Role transition ritual
E) Divestment ritual

Question 38

Why do nearly 20 percent of U.S. public schools require students to wear uniforms?

A) To encourage diversity among students
B) To study the effects of mandatory rules
C) To express ethnic solidarity with different social groups
D) To reshape cultural principles regarding education
E) To remove social class emblems among students

Question 39

Ajeet has graduated from law school and is about to start formal practice as a lawyer. He wears the black robes that identify him as a lawyer and introduces himself as a lawyer. Which of the following phases of role acquisition does Ajeet fit into?

A) The incorporation phase
B) The conventional phase
C) The separation phase
D) The conception phase
E) The transition phase

Question 40

Gayatri wears business suits to work and casuals most of the other times. However, she wears a sari when she wants to appear especially feminine and traditional. In this example, the sari is a(n) _____.

A) rite of passage
B) ethnic emblem
C) possession ritual
D) achievement emblem
E) divestment ritual

Question 41

In the context of special possessions for men, which of the following statements is true?

A) Men do not consider products symbolizing their attachment to other people to be special.
B) Men consider products to be special when they have instrumental and functional features.
C) Men's special possessions include heirlooms and pictures passed on through generations.
D) Men's special possessions include tapestries, jewelry, and other household items gifted by forefathers.
E) For men, products are most special when they demonstrate the environment's mastery over people.

Question 42

At the consumption stage, some consumers engage in _____ to bring out or maintain the best in special products.

A) reflexive evaluations
B) possession rituals
C) divestment rituals
D) grooming rituals
E) objective evaluations

Question 43

When possessions fulfill the emblematic, role adoption, connectedness, and expressiveness functions, they are said to have _____.

A) affordability
B) symbolic value
C) market appreciation
D) brand equity
E) durability

Question 44

At the acquisition stage, _____ enable the consumer to claim personal ownership of new goods.

A) divestment rituals
B) geographic emblems
C) grooming rituals
D) gender emblems
E) possession rituals

Question 45

Michael has become newly wealthy due to a large inheritance. In order to flaunt his prosperity, he buys a large house and an expensive car. He makes sure to display brand labels. Which of the following symbolic consumer behaviors does this scenario illustrate?

A) Social status transition
B) Frame switching
C) Divestment ritual
D) Reflexive evaluation
E) Sacred object profaning

Question 46

In the context of special possessions and brands, which of the following is a difference between men and women?

A) Unlike men, women value products when they indicate mastery over the environment.
B) Men consider products to be special when they symbolize connectedness with others, whereas women consider products to be special when they have functional features.
C) Men consider products to be special when they symbolize achievement, whereas women consider products to be special when they symbolize attachment.
D) Unlike men, women value the products that provide material comfort the most.
E) Men are more likely to collect jewelry, dishes, and silverware, whereas women are more likely to collect cars, books, and sports-related objects.

Question 47

Kathryn treasures a pen that once belonged to her grandfather. The pen evokes memories of happy times spent with her grandfather. In the context of special possessions and brands, Kathryn's pen is an example of a(n) _____.

A) ethnic emblem
B) memory-laden object
C) geographical emblem
D) achievement symbol
E) social class emblem

Question 48

Tiffany likes to think of herself as a fashionista. She watches advertisements that show beautiful young women flaunting branded items with interest and often buys these products. This is an example of _____.

A) a geographic emblem
B) an ethnic emblem
C) advertising that fits with the targeted segment's self-concept
D) products that fit with consumers' multiple self-concepts
E) the connectedness function

Question 49

Aaron used to have a lot of stuffed animals when he was a child. When he was a teenager, he gave them away and bought himself a few albums of music he liked. In the context of special possessions, this is an example of special possessions changing with _____.

A) mobility
B) social status
C) gender
D) age
E) shelf life

Question 50

Which of the following statements is true of consumers who are highly attached to a brand?

A) They are content with the oldest models of their favorite brand.
B) They work as their favorite brand's paid salesforce.
C) They are less likely to talk about their favorite brand.
D) They are least likely to forgive their favorite brand's minor mishaps.
E) They serve as brand ambassadors of their favorite brand.

Question 51

Samantha is quite attached to her smartphone because she finds it extremely useful. Apart from communication, she uses her phone for surfing the Internet, shopping, daily planning, saving important information, and as a camera. Samantha's smartphone is a special possession owing to its _____.

A) spiritual importance
B) status quotient
C) recyclability
D) instrumental importance
E) style quotient

Question 52

Possessions that evoke specific feelings such as pride and happiness in owners are said to have _____.

A) ​mood-altering properties
B) market stability
C) ​usability quotient
D) ​recyclable properties
E) ​lasting shelf-lives

Question 53

Arnold has named his pickup truck Betty and often speaks to it. He has owned this truck for about 14 years, and it often used to break down and require expensive repairs. On a recent trip, the axle broke and there were no spare parts to be found. Regardless of the loss of its function, Arnold still keeps the truck in his garage. In the context of special possession characteristics, this is an example of _____.

A) ​profaning a special possession
B) ​an actual identity schema
C) reluctance to discard
D) an ideal identity schema
E) ​preserving a profane possession

Question 54

Some institutions, such as the military and prisons, deliberately strip individuals of their belongings to erase old identities. This illustrates that:

A) possessions helpshape people'sidentity.
B) people maintain their self-concept irrespective of the situation.
C) people do not attach a lot of meaning to their belongings.
D) people project their identities digitally to form self-concepts.
E) consumers object to the overcommercialization of contemporary culture.

Question 55

Marty bought a pre-owned pickup truck. He repainted it blue with a stylized white design. He also replaced the upholstery and the floor mats. In the context of special possessions and brands, this is an example of a:

A) possession ritual
B) connectedness function
C) divestment ritual
D) role reversal
E) marketing strategy

Question 56

When consumers who are involved in two cultures and are fluent in two languages are exposed to an ad in one of the languages they know, the aspects of their self-concepts that relate to that language's cultural background are activated. This phenomena is called _____.

A) affective realism
B) cognitive inference
C) global recognition
D) phonetic intelligence
E) frame switching

Question 57

Luke is an ardent fan of a certain rock band. He colored his hair purple and tattooed his body to reflect the band's iconography. In the context of sources and meaning of symbolic function, Luke's appearance is an example of _____.

A) a geographical emblem
B) the connectedness function
C) a gender emblem
D) the expressiveness function
E) an ethnic emblem

Question 58

Philip is British but lives and works in Greece. While watching television, if an advertisement is in English, he adopts the cultural frame of that language. The advertisement activates the aspects of his self-concept that relate to his cultural background. This scenario illustrates _____.​

A) frame switching
B) cognitive inference
C) affective realism
D) emotional intelligence
E) diverse marketing

Question 59

Geena treasures a scarf that belonged to her grandmother. The scarf is valuable to Geena because it evokes memories of the happy times she spent with her grandmother. This scenario illustrates _____.

A) an actual identity schema
B) the connectedness function
C) a social class emblem
D) the expressiveness function
E) an ideal identity schema

Question 60

Ahmet won the gold medal in a national-level swimming competition. He was also gifted a watch to honor this victory and he wears it every day. In this example, Ahmet's watch is a(n) _____.

A) communication symbol
B) geographic emblem
C) achievement symbol
D) gender emblem
E) ethnic emblem

Question 61

Which of the following statements is true regarding the motives and emotions of gift giving?

A) ​People give gifts expecting to receive something in return.
B) Agnosticism is a major reason behind people giving gifts.
C) ​The process of receiving and returning gifts makes most people feel anxious.
D) ​People who give gifts for altruistic reasons show their love for the receiver.
E) ​Antagonism is a major reason behind people giving gifts.

Question 62

During which of the following stages of gift giving do people reevaluate their relationship with a recipient based on the gift-giving experience?

A) The presentation stage
B) The reformulation stage
C) The disposition stage
D) The gestation stage
E) The acquisition stage

Question 63

Which of the following statements is true regarding the appropriateness of a gift?

A) Token gifts are appropriate andappreciated in situations where no gifts are expected.
B) Spontaneous gift giving, even something small, can signify disdain and contempt.​
C) Gifts are appropriate irrespective of the relationship of the giver with the recipient.
D) Personal gifts are appropriate in all situations.
E) Token gifts are appropriate and highly appreciated in all situations.

Question 64

Reena is seeking monetary help from friends and family. In the hopes of getting a loan from her distant but wealthy aunt, Reena meets and gifts her a silk scarf. In this scenario, Reena's motive in giving a gift to her aunt is _____.

A) antagonistic
B) obligatory
C) compensatory
D) instrumental
E) altruistic

Question 65

When special possessions lose their symbolic meaning, consumers engage in _____, the wiping away of all traces of personal meaning.

A) reflexive evaluations
B) symbol devaluations
C) divestment rituals
D) role reversals
E) grooming rituals

Question 66

Ceremony, timing and surprise, attention to the recipient, and the recipient's reaction are aspects of which of the following stages of gift-giving?

A) The presentation stage
B) The disposition stage
C) The gestation stage
D) The consumption stage
E) The reformulation stage

Question 67

The promoters of a famous musician heighten her aura by enhancing the mystery and myth that shroud her, making her exclusive, and promoting the powerful emotional effect she has on people. In the context of special possessions and brands, this is an example of _____.

A) creation of a new geographic emblem
B) transferring meaning from one individual to another
C) marketers profaning a sacred entity
D) creation of a new ethnic emblem
E) marketers creating sacredness in people

Question 68

In the context of special possessions and brands, profane objects are:

A) special objects set apart from others.
B) ordinary objects without special power.
C) objects that are respected and revered.
D) objects believed to have magical powers.
E) objects that evoke feelings of revulsion.

Question 69

Brad and Jake are coworkers and competitors for the post of manager. Jake bagged the top performer award for three quarters in a row, resulting in Brad feeling jealous and resentful. For Jake's birthday, Brad presented him with tickets to a movie starring Jake's least favorite actor. In this example, Brad's gift to Jake is an example of _____.

A) altruistic gift-giving
B) obligatory gift-giving
C) compensatory gift-giving
D) instrumental gift-giving
E) antagonistic gift-giving

Question 70

Which of the following statements is true of sacred objects?

A) They are worshiped and treated with great respect.
B) They are ordinary objects without special power.
C) They are indicators of the owner's economic status.
D) They evoke feelings of anger and revulsion in the owner.
E) They are mostly used for daily mundane purposes.

Question 71

During which of the following stages of gift giving do people consider what to give an intended recipient?

A) The acquisition stage
B) The reformulation stage
C) The presentation stage
D) The gestation stage
E) The disposition stage

Question 72

The third and final stage of the gift-giving process is the _____.

A) divestment stage
B) reformulation stage
C) presentation stage
D) gestation stage
E) disposition stage

Question 73

A company in India sells decorations during the Diwali festival. The decorative items are specific to the traditions and rituals of Diwali. This scenario illustrates _____.

A) ​the profaning of sacred objects and entities
B) the creation of ideal identity schema
C) product involvement in sacred activities and rituals
D) the creation of actual identity schema
E) the maintenance of sacredness by scarcity and exclusivity

Question 74

Which of the following statements is true regarding the value of a gift?

A) People give valuable gifts to avoid feelings of indebtedness to others.
B) Givers believe that the gifts they buy for others are not valuable.
C) The value of a gift is not an important element in the gift-giving process.
D) The giver's culture does not influence decisions about the value of a gift.
E) Givers believe that the gifts they give others are extremely valuable.

Question 75

Robert is father to five-year-old Ella. His job involves extensive traveling, which keeps him away from home for weeks at a time. He feels sad about not being able to spend enough time with Ella and gifts Ella expensive toys on his return. Which of the following reasons or motives of gift-giving fits this scenario best?

A) Altruistic motive
B) Compensatory motive
C) Antagonistic reason
D) Obligatory reason
E) Instrumental motive

Question 76

Edward is fond of his nephew Jamie. On Jamie's 21st birthday, he gifts Jamie a large sum of money for his college expenses. In the context of gift-giving, Edward's motive of giving the gift is _____.

A) compensatory
B) antagonistic
C) altruistic
D) obligatory
E) instrumental

Question 77

Jacob used to be very attached to his old and comfortable recliner during his years as a student. Now, with a steady job and a new home, Jacob no longer likes or needs the recliner. He left it in his attic for months before finally giving it away to a thrift shop. This scenario illustrates the _____ of a special belonging.

A) divestment ritual
B) actual identity schema
C) grooming ritual
D) ideal identity schema
E) possession ritual

Question 78

Bertha always spends hours cleaning and polishing the furniture of her home before guests arrive. In the context of special possessions and brands, this is an example of:

A) a divestment ritual.
B) symbol development.
C) a possession ritual.
D) symbol removal.
E) a grooming ritual.

Question 79

Norah spent a whole day at the mall looking for the perfect Christmas gift for her mother. Finally she decided upon a beautiful silver bracelet. Which of the following stages of gift-giving does this example illustrate?

A) The grooming stage
B) The presentation stage
C) The reformulation stage
D) The gestation stage
E) The acquisition stage

Question 80

Which of the following relational effects of gift-giving has an experiential theme of epiphany?

A) ​The severing effect
B) ​The weakening effect
C) ​The negative confirmation effect
D) ​The affirmation effect
E) ​The strengthening effect