Question 1

Race itself-a person's pigmentation or skin color-has much to do with preferences for certain products and services, and purchasing of certain product categories and brands.

Accepted Answer

Race itself does not determine preferences for products and services; cultural, social, and economic factors associated with race may influence consumer behavior.

Question 2

The world of advertising "discovered" African Americans in the 1950s, Hispanics in the 1960s, gays and lesbians in the 1970s, and working women in the 1980s.

Accepted Answer

The answer of The world of advertising "discovered" African Americans...

Question 3

When today's advertisers talk about identifying and reaching consumers through the powerful sociological concept of community, they are referring to various U.S.locations, geographic regions, and populated areas.

Accepted Answer

Today's advertisers refer to identifying and reaching consumers through the powerful sociological concept of community based on shared interests, beliefs, and values rather than just geographic regions or populated areas.

Question 4

Which of the following statements would be made by someone most likely experiencing cognitive dissonance?

Accepted Answer

Someone experiencing cognitive dissonance feels discomfort or tension when they hold two conflicting beliefs or behaviors. In this scenario, the individual has already made a purchase (new Toro lawn mower) but is now questioning their decision and thinking that the alternative choice (new John Deere) might have been better. This conflict between their belief that they made the best choice and the doubt about the alternative choice results in cognitive dissonance.

Question 5

A consumer survey finds that many dog owners purchase a premium brand of dog food because of its functional benefits.Which of the following qualifies as a functional benefit?

Accepted Answer

The functional benefit in this scenario is that the premium brand of dog food has more nutrients and vitamins than any other dog food on the market. This benefit directly relates to the health and well-being of the dog and is a functional reason for purchasing the product. A, B, and D are emotional benefits that may be associated with the brand but do not directly relate to the product's functional benefits.

Question 6

Social class, race, ethnicity, gender, life stage, and even knowledge are ways in which members of a culture are classified by systematic inequalities that affect their social standing, called intergenerational effect.

Accepted Answer

The correct term for systematic inequalities affecting social standing is "social stratification," not "intergenerational effect." Intergenerational effect refers to the transmission of social status or economic conditions from one generation to the next.

Question 7

A magazine advertisement for a home entertainment system contains detailed copy, technical information, and a long list of product design features.In general, this ad would be most appropriate for someone who is

Accepted Answer

The detailed copy, technical information, and long list of product

Question 8

A new neighbor just moved in and asks you where to get good take-out food.Three places immediately come to mind, and you mention them.The short list of possibilities that you quickly created is called a(n)

Accepted Answer

The short list of possibilities that come to mind is called the evoked set. It is a set of brands or options that a consumer considers when making a purchase decision. In this case, the three places that immediately came to mind are part of the consumer's evoked set for take-out food. Therefore, option C, "evoked set", is the correct answer. Options A, B, and D are not accurate descriptions of this concept.

Question 9

In past decades, advertisers realized that they could tell social class based on what people consumed and how they consumed, and vise versa, and this belief has remained an unchallenged foundation of marketing and promotion.

Accepted Answer

While consumption patterns have historically been linked to social class, this belief has been challenged and evolved over time due to factors like globalization, digital media, and changing consumer behaviors.

Question 10

A well-known refrigerator manufacturer that has been around for decades, features the reliability, durability, and economy of its products.These features are appreciated by a consumer who is focusing on

Accepted Answer

The features of reliability, durability, and economy are all functional benefits and performance characteristics that would be appreciated by a consumer who is interested in the practical aspects of a product rather than just its aesthetics or marketing promotions.

Question 11

When advertisers promote snowblowers in January, air conditioners in June, and school supplies in August, in essence they are actually

Accepted Answer

Advertisers promoting products that are relevant to the current season or situation (such as snowblowers in January or school supplies in August) are activating need states in consumers, creating a sense of urgency and need for the product.

Question 12

Celebrity is a unique sociological concept in which public images of prominent people are used by advertisers to provide a framework that brings people together with a sense of community, group sharing, and social commitment.

Accepted Answer

The answer of Celebrity is a unique sociological concept in...

Question 13

The concepts of need recognition, information search and alternative evaluation, purchase, and post purchase and evaluation represent the four stages of the

Accepted Answer

These four stages represent the basic steps that consumers go through when making a decision to purchase products or services. Need recognition refers to the recognition of a problem or need that triggers the decision-making process. Information search and alternative evaluation represent the collection and assessment of information about different options for fulfilling the need. Purchase refers to the actual act of making a purchase decision, and post purchase and evaluation refers to the evaluation of the product or service after the purchase is made. These stages are important for marketers to understand in order to effectively target and influence consumer behavior.

Question 14

A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel pride, or relieve fear.In doing so, he chooses products based on

Accepted Answer

The young man is choosing products based on emotional benefits such as pleasure, guilt avoidance, pride and fear relief, indicating that his decision-making is heavily influenced by emotions rather than objective reasoning. This aligns with the concept of emotional benefits in consumer behavior.

Question 15

In only a select few areas of the world do consumption and branding have a political connection or history, so politics tends to have little influence on global advertising.

Accepted Answer

There are many areas where consumption and branding have a political connection or history, such as in countries with state-controlled media or during times of political upheaval. Politics can also have a significant impact on global advertising, as regulations and cultural norms vary widely between different countries and regions.

Question 16

Which phenomenon is experienced when the consumer's current situation is unsatisfactory, mental discomfort or anxiety are recognized, and the individual becomes motivated to take action?

Accepted Answer

The phenomenon described in the question is a need state, as it refers to the psychological state of feeling unsatisfied and motivated to take action to fulfill a need or desire. Habit refers to a behavior that is done repeatedly and automatically, without much conscious thought. Cognitive dissonance refers to the discomfort or confusion experienced when a person's attitudes or beliefs are inconsistent with their behavior. Involvement refers to the level of personal relevance or importance a consumer attaches to a particular product or brand.

Question 17

In many ways, advertisements of contemporary society don't just exist in the sociocultural context of our time, they are the sociocultural context of our time.

Accepted Answer

Advertisements have become ubiquitous in modern society, shaping our values, beliefs, and purchasing behavior. They reflect and reinforce societal norms, aspirations, and ideals. Advertisements are so prevalent and influential that they have become an integral part of our cultural landscape, defining and dictating the meanings and identities of people, products, and places. Therefore, advertisements don't just reflect the sociocultural context; they create and shape it.

Question 18

Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube.Though they have never met, but have only emailed through their franchise network, they experience a sense of connectedness by virtue of their common experience, called brand stratification.

Accepted Answer

The term "brand stratification" is not commonly used to describe a sense of connectedness between individuals managing different locations of the same brand. The correct term for this phenomenon is often referred to as "brand community" or "brand affiliation."

Question 19

The text explores the concept of consumer behavior from two perspectives, or points of view.What are they?

Accepted Answer

The text explores the concept of consumer behavior from two perspectives: psychological and social. The psychological perspective focuses on the individual's motives, attitudes, and perceptions that drive their buying behavior. Meanwhile, the social perspective examines how society, culture, family, and reference groups influence consumers' behavior.

Question 20

Once they decide they need something, what is typically the first option for consumers to take, and sometimes all that is needed, as they begin to think about a product purchase?

Accepted Answer

Conducting an internal search for information is typically the first option for consumers when they begin to think about a product purchase. This involves recalling information from past experiences and knowledge to make an initial evaluation of possible options. Often, this can be sufficient for making a purchase decision without the need for conducting an external search or developing a consideration set or evaluative criteria.

Quiz 5: Advertising, Integrated Brand Promotion, and Consumer Behavior