Question 1

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

Accepted Answer

The passage states that "men tend to see themselves as actors and value products and possessions that have instrumental or functional features." Therefore, men consider products to be special when they have these features. None of the other options are explicitly mentioned in the passage.

Question 2

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

Accepted Answer

Grooming rituals are activities consumers engage in to care for and enhance the appearance or performance of special products, ensuring they maintain their best condition.

Question 3

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

Accepted Answer

Possessions that fulfill the emblematic, role adoption, connectedness, and expressiveness functions are said to have symbolic value. This means that they serve as symbols of personal meaning or identity for the owner.

Question 4

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

Accepted Answer

Possession rituals involve actions or behaviors that enable the consumer to claim personal ownership of new goods. These can include symbolic gestures, such as unpacking and displaying the item, as well as more physical activities like trying on clothing or testing out a new electronic device. Divestment rituals involve the opposite - preparing to let go of a possession, such as cleaning out a closet or selling a used car. Geographic and gender emblems are not directly related to the acquisition stage, and grooming rituals may be part of the acquisition process but do not necessarily involve claiming ownership of goods.

Question 5

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?

Accepted Answer

Michael's behavior illustrates social status transition, as he is displaying his newfound wealth and using it to signal his higher status to others.

Question 6

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

Accepted Answer

The passage states that men consider products special when they symbolize achievement and women consider products special when they symbolize attachment. Choice A is incorrect because both genders value mastery over the environment, but women place a higher value on it. Choice B is incorrect because it is the opposite of what the passage states. Choice D is incorrect because the passage does not mention material comfort as a factor in valuing special possessions. Choice E is irrelevant to the comparison between men and women in valuing special possessions.

Question 7

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) _____.

Accepted Answer

Kathryn's pen is not an ethnic emblem, geographical emblem, achievement symbol, or social class emblem, as it does not represent any of those categories. Instead, it is a memory-laden object that holds sentimental value and reminds her of her grandfather.

Question 8

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 _____.

Accepted Answer

Tiffany's interest in advertisements that showcase branded items reflects a desire to align herself with the self-image that these advertisements cater to. This demonstrates the power of advertising in appealing to consumers' self-concept and their identification with certain brands or ways of life.

Question 9

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 _____.

Accepted Answer

The scenario describes Aaron's special possessions (stuffed animals) changing as he grows up, suggesting that age is the factor influencing the change.

Question 10

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

Accepted Answer

Consumers who are highly attached to a brand are more likely to serve as brand ambassadors and spread positive word-of-mouth about their favorite brand. They may also be more forgiving of minor mishaps or flaws in newer models, as their attachment to the brand overrides these minor concerns.

Question 11

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 _____.

Accepted Answer

The phrase "useful" indicates that Samantha's smartphone is valued for its instrumental importance, which refers to how well it performs tasks for the owner.

Answer: E 
 Although not explicitly stated, the mention of "surfing the Internet" and "shopping" suggests that Samantha's smartphone has a perceived style quotient, which refers to how fashionable or desirable the possession is seen to be. However, this answer choice is less clear than choice D.

Question 12

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

Accepted Answer

Possessions that evoke specific feelings such as pride and happiness in owners are said to have mood-altering properties. These possessions have the ability to influence the emotions of the owner in a positive way.

Question 13

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 _____.

Accepted Answer

Arnold's reluctance to discard his broken pickup truck, Betty, despite its consistent need for expensive repairs and now lack of function, demonstrates the special possession characteristic of reluctance to discard. This characteristic refers to the emotional attachment and difficulty individuals have in letting go of possessions, even when they no longer function or serve a practical purpose.

Question 14

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

Accepted Answer

The deliberate stripping of individuals' belongings in certain institutions suggests that possessions play a role in shaping people's identity, as these institutions seek to erase old identities by removing possessions associated with them.

Question 15

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:

Accepted Answer

Marty's actions of repainting and replacing the upholstery and floor mats of his pickup truck show that he is performing a possession ritual. Possession rituals are actions taken to transform a newly acquired possession into a meaningful object that serves as an extension of the self or as a social marker. Marty is customizing his pickup truck to reflect his personal taste and individuality.

Question 16

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 _____.

Accepted Answer

The phenomena described in the question is known as frame switching. When consumers are exposed to an ad in one of the languages they know, it activates aspects of their self-concepts related to that language's cultural background. As a result, consumers may switch between frames of reference associated with their different cultural backgrounds.

Question 17

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 _____.

Accepted Answer

Luke's appearance reflects the expressiveness function of symbolic function, which emphasizes personal expression and communication of individual identity.

Question 18

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 _____.​

Accepted Answer

The scenario describes Philip switching his cultural frame depending on the language used in the advertisement, which is an example of frame switching. He is adjusting his self-concept and assuming the cultural identity associated with the language he is hearing.

Question 19

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 _____.

Accepted Answer

The connectedness function refers to the sentimental value of an object due to its association with significant relationships or memories, as in Geena's case with her grandmother's scarf.

Question 20

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) _____.

Accepted Answer

Ahmet's watch serves as a symbol of his achievement in winning the gold medal.

Quiz 16: Symbolic Consumer Behavior