Question 1

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

Accepted Answer

Research has shown that people who give gifts for altruistic reasons (i.e., to show love, appreciation, or kindness) experience positive emotions such as happiness and contentment. They do not necessarily expect to receive anything in return.

Question 2

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

Accepted Answer

The reformulation stage is when the giver and receiver of the gift reevaluate their relationship based on how successful the gift-giving experience was. This stage occurs after the gift has been received and the recipient has had time to react to it. A and D are not stages of gift giving, C is when the receiver decides what to do with the gift, and E is when the giver acquires the gift.

Question 3

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

Accepted Answer

Token gifts are appropriate and appreciated in situations where no gifts are expected. It shows thoughtfulness and appreciation without being overly extravagant or putting pressure on the recipient to reciprocate. However, it's important to note that the appropriateness of a gift can vary based on the relationship, occasion, and cultural norms.

Question 4

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 _____.

Accepted Answer

Reena's motive in giving the gift is instrumental, meaning that she hopes to achieve a specific outcome or goal, which is to get a loan from her aunt. The gift serves as a means to an end, rather than being given out of pure generosity (altruistic), obligation (obligatory), compensation (compensatory), or hostility (antagonistic).

Question 5

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

Accepted Answer

Divestment rituals involve disposing of possessions that no longer hold personal meaning, often through donating or throwing them away.

Question 6

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

Accepted Answer

The presentation stage is where the gift is physically given to the recipient and involves aspects such as the ceremony, timing, surprise, attention to the recipient, and their reaction. The other stages (disposition, gestation, consumption, reformulation) do not involve the physical presentation of the gift to the recipient.

Question 7

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 _____.

Accepted Answer

This scenario exemplifies marketers creating sacredness in people by enhancing the mystery, exclusivity, and emotional impact of the musician, thereby elevating her status to that of a special, almost sacred, possession or brand.

Question 8

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

Accepted Answer

Profane objects refer to ordinary objects that lack any special power or significance. They are not set apart from others nor do they have any magical or religious connotations. They are everyday objects that people use in their daily lives, without attaching any special meaning to them.

Question 9

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 _____.

Accepted Answer

Brad's gift to Jake is meant to harm him and cause him discomfort, which falls under the category of antagonistic gift-giving.

Question 10

Which of the following statements is true of sacred objects?

Accepted Answer

Sacred objects are objects that hold religious or spiritual significance and are usually worshiped or treated with great respect. They are considered sacred because they are believed to have a special power or connection to the divine.

Question 11

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

Accepted Answer

The gestation stage involves considering what to give an intended recipient, researching options, and narrowing down choices.

Question 12

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

Accepted Answer

The reformulation stage is the final stage of the gift-giving process, where the giver and receiver reassess their relationship after the gift exchange.

Question 13

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 _____.

Accepted Answer

The scenario illustrates product involvement in sacred activities and rituals as the company is selling decorations specific to the traditions and rituals of Diwali.

Question 14

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

Accepted Answer

The question asks which statement is true, and according to research on gift giving, people typically believe that the gifts they give to others are valuable, even if the actual value is not monetary. This is supported by studies on the psychology of gift giving, which show that people often use gifts to express emotions and build relationships, and therefore place a high value on the act of giving and receiving gifts.

Question 15

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?

Accepted Answer

The best fit for Robert's motive of gift-giving is compensatory motive, which means giving gifts to make up for the absence or lack of time spent with Ella. Robert feels guilty for not being there for Ella and tries to compensate by giving her expensive toys.

Question 16

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 _____.

Accepted Answer

Edward's motive of giving the gift is altruistic because he is giving a large sum of money to his nephew for his college expenses without expecting anything in return.

Question 17

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.

Accepted Answer

The scenario describes Jacob's process of letting go of his attachment to the recliner and ultimately divesting himself of it by giving it away to a thrift shop. This process is known as a divestment ritual in which an individual relinquishes ownership or attachment to a special belonging.

Question 18

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:

Accepted Answer

A grooming ritual involves cleaning, polishing, or otherwise preparing possessions to enhance their appearance or functionality, often before a special event or occasion.

Question 19

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?

Accepted Answer

The gestation stage refers to the period of time spent considering and searching for a gift, which is exactly what Norah was doing when she spent the whole day looking for the perfect Christmas gift.

Question 20

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

Accepted Answer

The answer of Which of the following relational effects of...

Quiz 16: Symbolic Consumer Behavior