Deck 14: The Culture of Consumption

Question 1

Which of the following is NOT one of the three distinct stages of gift-giving rituals?

A)Convention
B)Gestation
C)Presentation
D)Reformulation

Answer 1

A

Question 2

Interest in the occult is most likely 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

Answer 2

members of a society feel overwhelmed or powerless

Question 3

As a relationship grows and progresses, gift-giving tends to become more ________.

A)exchange oriented
B)reciprocal
C)altruistic
D)reformulated

Answer 3

altruistic

Question 4

Which functional area of culture is most closely related to the idea of a common world view?

A)Ecology
B)Social structure
C)Ideology
D)Socio-psychology

Question 5

A set of multiple symbolic behaviours that occur in a fixed sequence and tend to be repeated is called a ________.

A)myth
B)more
C)ritual
D)convention

Question 6

________ postulated that myths involve binary oppositions, in which two opposing ends of some dimension are represented (such as technology versus nature).

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

Question 7

A special ritual marking a person's change in social status is called a ________.

A)convention
B)sacralisation
C)cycle
D)rite of passage

Question 8

Crescive norms are ________.

A)strict 'must do' rules of behaviour in a society
B)followed only by the females of a culture
C)associated with monetary rewards and punishments
D)subtle rules discovered as we interact with others

Question 9

A ________ is a custom with a strong moral overtone.

A)more
B)superstition
C)convention
D)monomyth

Question 10

Culture is best described as a society's ________.

A)attitude
B)consciousness
C)personality
D)history

Question 11

A story containing symbolic elements that express the shared emotions and ideals of a culture is called a ________.

A)norm
B)ritual
C)myth
D)more

Question 12

We explicitly decide on ________ norms, such as the rule that a green traffic light means 'go' and a red one means 'stop'.

A)crescive
B)enacted
C)reciprocal
D)ritualised

Question 13

Myths serve four interrelated functions in a culture.All of the following are among those functions EXCEPT the ________ function.

A)cosmological
B)sociological
C)psychological
D)anthropological

Question 14

________ consumption occurs with objects and events that are considered to be ordinary and everyday.

A)Profane
B)Sacred
C)Objectified
D)Ritualised

Question 15

Grooming rituals express two kinds of binary opposition: private/public and ________.

A)work/leisure
B)self/others
C)pride/modesty
D)innocence/experience

Question 16

________ usually dictate what is right or wrong, acceptable or unacceptable.

A)Myths
B)Theories
C)Norms
D)Rituals

Question 17

Brands that we closely link to our rituals are called ________ brands; once they become embedded in our rituals we are unlikely to replace them.

A)fighter
B)fortress
C)transcultural
D)sacralised

Question 18

Through the process of ________, objects associated with sacred events or people become sacred in their own right.

A)congregation
B)reciprocity
C)desacralisation
D)contamination

Question 19

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

A)symbolic
B)stylistic
C)psychological
D)economic

Question 20

The systematic acquisition of a particular object or set of objects is called ________.

A)prioritising
B)hoarding
C)collecting
D)ritualising

Question 21

A ________ innovation is a new product that creates major changes in the way we live.

A)globally continuous
B)continuous
C)discontinuous
D)dynamically continuous

Question 22

Product numbers are reduced as they make their way down the path from conception to consumption, a process called ________.

A)diffusion
B)cooptation
C)cultural selection
D)cultural mapping

Question 23

In the cultural production process, the people who control the flow of information between producers and customers are called ________.

A)lead users
B)cultural gatekeepers
C)cultural transformers
D)innovators

Question 24

J.P.Stevens always looks perfect in his business suit.The colours are always right for the season and the prevailing style.His tie has the proper knot, he does not wear a tie-tack, his handkerchief is the proper 'two-fingers' above the pocket, and his socks and shoes do not distract from his overall look.Which of the following does J.P.seem to be adhering to with his 'correctness'?

A)Enacted behaviours
B)Customs
C)Mores
D)Conventions

Question 25

Juan and Susana are a married couple.This year, because of their household budget, they agreed to limit their spending for each other's Christmas gift to twenty dollars.Juan spent nineteen dollars on a sweater he thought Susana would like, but Susana spent two hundred dollars on a wearable fitness tracker for Juan.Juan is upset with Susana.Which of the following best identifies the source of Juan's emotions?

A)Objectification
B)Self-serving guilt
C)The reciprocity norm
D)Role transference

Question 26

It is quite common for mainstream culture to modify symbols identified with 'cutting edge' subcultures and present these to a larger audience.Such cultural products undergo a process of ________, by which their original meanings are transformed by outsiders.

A)innovation
B)transformation
C)diffusion
D)co-optation

Question 27

When a sacred item or symbol is removed from its special place or is duplicated in mass quantities, it becomes profane as a result of ________.

A)sacralisation
B)desacralisation
C)defamation
D)objectification

Question 28

Several years ago, a new Acme Mark II automobile design was introduced with several features added that had never been seen in a car before.The car had a voice-controlled infotainment system, a rear-facing camera that would automatically capture the license plat info of cars that struck the rear of the vehicle, and a new hybrid engine design that permitted driving longer distances on a single tank of petrol than ever before.Which of the following best describes the type of innovations included in the Acme Mark II?

A)Revolutionary innovations
B)Continuous innovations
C)Dynamically continuous innovations
D)Discontinuous innovations

Question 29

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 but 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 most often result from a deliberate statement from ordinary consumers that has been met by a rather spontaneous response from designers.

Question 30

Ezra and Naomi are in a punk band called the Burning Yachts.They have decided to attempt to change the culture of punk music and to purposefully avoid expectations of punk musicians: they have no tattoos or piercings, they have conservative haircuts, and they both wear khaki pants, white long-sleeve button-down shirts, and leather boat shoes.The process that these musicians have gone through is best described as a ________ [process].

A)cultural funnel
B)cultural production
C)cultural distribution
D)cultural gatekeeping

Question 31

Which of the following statements most accurately describes high and low art?

A)High art is very expensive, but low art is relatively cheap.
B)It is becoming harder and harder to distinguish between high and low art.
C)Low art is popular with the masses while high art is popular among the cultural elites of Australian society.
D)Especially in Europe, low art is seen as commercial in nature while high art is seen as independent of commercialism.

Question 32

John le Carré writes novels that are espionage-based thrillers.By always using certain roles for his characters and situations and language that were appropriate to the genre, le Carré's novels followed what the text calls a(n) ________.

A)cultural formula
B)enacted norm
C)fashion cycle
D)innovation process

Question 33

In the diffusion of innovation process, the ________ are the one-sixth of the population that is very slow to adopt.

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

Question 34

The culture we live in creates the meaning of everyday products; these meanings move through a society to consumers.Meaning transfer is largely accomplished by ________.

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

Question 35

Which of the following is an object that is admired strictly for its beauty or because it inspires an emotional reaction?

A)An art product
B)A reality-engineered product
C)A craft product
D)A trial product

Question 36

Thomas and his family recently toured the Anzac Cove battlefield on their vacation to Turkey.The area was rich in history.While walking, Thomas remembered all the accounts of the war he had read in school.He finally understood why this place had such a special meaning in Australian history and to Australians in general.This tour is best classified as an example of ________ consumption.

A)profane
B)objectified
C)sacred
D)crescive

Question 37

Alex greatly values her Murphy bed, which collapses into the wall of her small apartment when not in use.Alex believes that the efficient use of space is one of the characteristics any good product should have.With respect to the functional areas of a cultural system, Alex is focusing on ________ as a variable in selecting her products.

A)ideology
B)ecology
C)social structure
D)socio-psychology

Question 38

Which of the following best supports the argument that tourism can be seen as a sacred experience?

A)Tourism often involves the binary opposition of work and leisure.
B)Tourism involves setting events, places and time aside from everyday, mundane activities.
C)Tourism involves the four most important dimensions of culture.
D)Tourism provides opportunities for individuals to better understand their culture's crescive norms through interaction with other cultures.

Question 39

Randy is an AFL football player.Each time he is up to kick for goal, he does the following: taps each foot twice and kisses the necklace he wears.Randy is participating in a ________.

A)ritual
B)symbolic exchange
C)convention
D)rite of passage

Question 40

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

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

Question 41

It is uncommon for stories to feature talking animals that act as mediating figures.

Question 42

Becoming a particular age and being able to vote in local or national elections is an example of a rite of passage.

Question 43

Which of the following facets does not play a role in consumer style?

A)Behaviours
B)Attitudes
C)Background
D)Opinions

Question 44

Casting directors, textbook authors and retail buyers are all examples of formal gatekeepers in the culture production process.

Question 45

In the modern holiday rituals of Christmas, the figures of Christ and Santa can be seen as binary opposites; one promotes selflessness while the other promotes materialism.

Question 46

Sacred consumption involves consumer objects and events that are ordinary.

Question 47

A promotions director of a fine arts museum could use mass-marketing techniques to promote a fine art gallery much the same way she could promote any other mass-marketed product.

Question 48

Romance novels often follow a cultural formula.

Question 49

A metaphysical myth fulfils the cultural function of explaining how the components of the universe relate to each other.

Question 50

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

Question 51

Shira wants to prove that even the most mundane of objects can be sacralised through the process of objectification.She should use examples of hoarding to support her argument.

Question 52

Consumers who see global brands as quality products, who readily buy into the myths that these global brands author, and who aren'reparticularly concerned with these companiesproducts, who readily buy into the myths that these global

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

Question 53

Most holidays commemorate a cultural myth.

Question 54

Where you choose to sit in an almost empty movie theatre is most likely determined by your culture's mores.

Question 55

Anna's best friend Aubrey was getting married.Anna spent a lot of time thinking of the perfect gift.She was so excited about the gift that she gave it to Aubrey before the wedding.Aubrey cried and told Anna that she would never in her life have a better friend.Reformulation is the proper term for the new bond between Anna and Aubrey.

Question 56

Laurent is a marketing manager who is planning a marketing strategy for a new product release in Korea and other countries.Laurent realises that Korea has unique aspects to its culture, which he needs to take into account as he plans the marketing strategy.In the end, he creates a strategy that is tailored for Korea so that it takes into account the country's unique cultural components.Laurent has taken a ________ perspective.

A)emic
B)etic
C)global
D)antiglobal

Question 57

Every year, the students at a prestigious liberal arts college select musical instruments they can't play.They then walk around the town playing the instruments as badly and as loudly as possible.The students have been doing this for decades, but not once has any student ever given a reason for why they do this.This is a classic example of a ritual.

Question 58

A style typically begins as a risky or unique statement by a relatively small group of people.

Question 59

A teacher was given a warning after he made a bad joke about Princess Diana shortly after her death.Students were likely upset because they now saw Princess Di as a profane character worthy of special attention and respect.

Question 60

The diffusion of innovations is the process whereby a new product, service or idea spreads through a population.

Question 61

Define rites of passage and indicate the various stages of role transition that can occur.Give at least two examples of rites of passage.

Question 62

Because Stephanie is an innovator with computer products, marketers should assume that she is also an innovator with clothing styles.

Question 63

A cultural system consists of three functional areas.What are they? Give a brief explanation of each.

Question 64

Identify and describe the factors that affect the successful adoption of innovations.

Question 65

Describe the difference between an enacted norm and a crescive norm.Indicate forms that the crescive norm may take.

Question 66

A female writer looks at a common myth of the Western culture and writes a novel applying that myth to fictional modern characters.Using the concept of a cultural production process, explain how this writer will market her ideas to her readers.

Question 67

An approach to studying, or marketing to, cultures that stress commonalities across cultures is known as the etic perspective.

Question 68

The most radical of the innovation change forms is called a continuous innovation because it creates major changes in the way we live.

Question 69

Identify what the term 'co-optation' means.Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.

Question 70

What is a cultural formula, and how might someone conducting a political campaign make use of cultural formulae?

Question 71

Maxine prefers to buy locally made products as much as she can.She doesn'oesne prefers to buy locally made products as much as she can.She doesnluenced by cultural contexts, and why marketers need to c

Question 72

Use cultural ideas about food and eating as examples to explain the differences between the three types of crescive norms discussed in the book.

Question 73

A clothier produced a line of clothing with insect repellent impregnated into the fabric for outdoor enthusiasts.This product has a good chance of being adopted because it has a relative advantage.

Question 74

Compare and contrast sacred and profane consumption.

Question 75

Some people have been offended when marketers refer to an event such as the AFL Grand Final as a sacred event.They believe that business people are being disrespectful.Explain how the concept of the sacred in consumer behaviour is both the same and different from the concept of the sacred in a traditional religious context.

Question 76

How can a myth be true and false at the same time?

Question 77

Compare and contrast the etic perspective and the emic perspective, describe how each relates to either a standardised marketing strategy or a localised marketing strategy and summarise the benefits of each.