Question 1

Because her mother only went to the supermarket once a month,this is how Monique prefers to do her grocery shopping.One of the reasons Monique is such an efficient shopper is that,like her mother,Monique believes,"Waste not,want not." The passing down of norms and values to Monique is an example of:
A) consumerism
B) the socialization process
C) acculturation
D) the roles opinion leaders play in business decision making
E) the role of society in consumer decision making

Accepted Answer

The socialization process is the passing down of cultural values and norms to children.

Question 2

UGG footwear has a portion of their web site featuring photographs of celebrities wearing UGG shoes.The celebrities serve as _____.
A) opinion leaders
B) laggards
C) early instigators
D) gatekeepers
E) aspirational adopters

Accepted Answer

An opinion leader is an individual who influences the opinions of others.

Question 3

_____ is how consumers perceive themselves in terms of attitudes,perceptions,beliefs,and self-evaluations.
A) Socialization
B) Personality
C) Socialization,
D) Normalization.
E) Self-concept

Accepted Answer

This is the definition of self-concept.

Question 4

David and Steven are best friends.Steven loves to compete in triathlons.David would love to compete with Steven but is a weak swimmer.David decides to take swim lessons to improve his breathing and stroke rhythms.Triathletes are a(n)_____ reference group for David.
A) secondary
B) primary
C) aspirational
D) nonaspirational
E) direct

Accepted Answer

Aspirational groups are those groups that someone wishes to join.

Question 5

_____ is an orderly series of stages in which consumers' attitudes and behavioral tendencies change through maturity,experience,and changing income and status.
A) Socialization
B) The wheel of consumerism
C) The family life cycle
D) Lifestyle consumption
E) Acculturation

Accepted Answer

Families go through an orderly series of stages and consumption attitudes and behaviors are influenced by one's stage in the series.

Question 6

All of the following are types of reference groups EXCEPT:
A) primary
B) secondary
C) personal
D) aspirational
E) nonaspirational

Accepted Answer

Primary and secondary reference groups are types of direct reference groups,and aspirational and nonaspirational reference groups are types of indirect reference groups.

Question 7

Dustin is a member of a fraternity that sees no problem of underage drinking. In fact,it is encouraged and expected the members will party and drink alcohol regardless of their age. For this group,drinking is considered a(n):
A) norm
B) requirement
C) expectation
D) affect
E) primer

Accepted Answer

Norms are values or attitudes deemed acceptable by a group.

Question 8

All of the following are individual factors influencing consumer buying decisions EXCEPT:
A) gender
B) age
C) family
D) personality
E) life-cycle stage

Accepted Answer

Family is a social factor influencing consumer buying decisions.

Question 9

A value or attitude deemed acceptable by a group is called a(n):
A) expectation
B) reference
C) aspiration
D) opinion
E) norm

Accepted Answer

Norms are considered acceptable behavior by a given reference group.

Question 10

Jackie and Kevin like to eat at high end restaurants where they can sit and enjoy their meal without rushing.An ad showing food created "fast from a can" would be appealing to Jackie and Kevin's _____ reference group.
A) nonaspirational
B) direct reference
C) membership
D) integrated
E) aspirational

Accepted Answer

A nonaspirational group is a group the consumer attempts to maintain distance from and does not want to imitate in purchase behavior.

Question 11

A direct reference group is composed of:
A) face-to-face membership groups that touch people's lives directly
B) only friends, neighbors, and relatives
C) role models on television and in the movies
D) people the individual does not want to be associated with
E) people an individual aspires to be like

Accepted Answer

Direct reference groups are face-to-face membership groups that touch people's lives directly,such as family,friends,coworkers,clubs,professional groups,and religious groups.

Question 12

Reference groups can be categorized very broadly as either:
A) primary or secondary
B) persuasive or nonpersuasive
C) direct or indirect
D) positive or negative
E) personal or nonpersonal

Accepted Answer

The two categorizations of reference group are direct and indirect.

Question 13

An individual's _____ is a composite of psychological makeup and environmental forces.It provides consistency to an individual's reactions to situations.
A) acculturation
B) socialization
C) personality
D) autonomy
E) attitude

Accepted Answer

This describes personality,which is a way of organizing and grouping the consistencies of an individual's reactions to situations.

Question 14

Madison announced to her family last night that she wanted a pair of inline skates.Her sister Bailey said she thought it was a stupid idea.Their mother,Wanda,said Madison deserved a special treat for winning the science fair.Because her father Ned said nothing,Madison knew she was not getting the skates.In terms of the roles played by family members in the consumer decision-making process:
A) Madison was the initiator, and Ned had no role at all.
B) Bailey was the initiator, and Wanda was the decision maker.
C) Madison was an influencer, and Wanda was the decision maker.
D) Madison was the initiator, and Ned was the decision maker.
E) Madison was the initiator, and Bailey had no role at all.

Accepted Answer

Madison suggested the purchase and was the initiator.Wanda and Bailey both tried to influence the purchase.Ned was the decision maker.

Question 15

Which category of reference groups represent groups that a consumer does not have membership?
A) direct
B) indirect
C) primary
D) secondary
E) incomplete

Accepted Answer

Indirect reference groups are groups a consumer does not belong to,but they might aspire to belong to one (aspirational group)or not want to be associated with one (nonaspirational group).

Question 16

Opinion leaders are:
A) wealthy, well-educated individuals
B) experts on all high-involvement consumer goods
C) usually the same individuals for all social classes
D) people who influence others
E) easy to locate and target

Accepted Answer

An opinion leader is an individual who influences the opinions of others.

Question 17

Cultural values and norms are passed down to children through the process of:
A) accumulation
B) encroachment
C) assimilation
D) socialization
E) manifestation

Accepted Answer

Children are socialized to learn the culture within which they are raised.

Question 18

A group in society,such as family,friends,or a professional organization,that influences an individual's purchasing behavior is called a(n):
A) reference group
B) conformist group
C) opinion group
D) social group
E) influential group

Accepted Answer

This is the definition of reference group.

Question 19

You are the brand manager for a new line of allergy relief drugs.Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products?
A) Create ads that show the typical consumer performing a healthy lifestyle activity.
B) Develop a promotional campaign that tells customers they "deserve to use" these products.
C) Drop the price of your new products to the point where customers will realize they are getting a bargain.
D) Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these health-care products.
E) Use a series of ads showing different health-care associations and societies endorsing the use of these health-care products.

Accepted Answer

The endorsements use the sanctioning or referral power of sources possessing high credibility.

Question 20

Which of the following statements about reference groups is true?
A) Reference groups stimulate, but do not constrain, consumption behavior.
B) Reference groups have strong influence on all brands and product purchases.
C) A person can only belong to one reference group.
D) Reference groups serve as information sources and influence perceptions.
E) Understanding reference groups has not helped marketers much.

Accepted Answer

Reference groups directly influence consumer behavior and provide signals (information)for appropriate behavior,which is very useful for marketers to understand.

Quiz 6: Consumer Decision Making

Because her mother only went to the supermarket once a month,this is how Monique prefers to do her grocery shopping.One of the reasons Monique is such an efficient shopper is that,like her mother,Monique believes,"Waste not,want not." The passing down of norms and values to Monique is an example of:

UGG footwear has a portion of their web site featuring photographs of celebrities wearing UGG shoes.The celebrities serve as _____.

_____ is how consumers perceive themselves in terms of attitudes,perceptions,beliefs,and self-evaluations.

David and Steven are best friends.Steven loves to compete in triathlons.David would love to compete with Steven but is a weak swimmer.David decides to take swim lessons to improve his breathing and stroke rhythms.Triathletes are a(n) _____ reference group for David.

_____ is an orderly series of stages in which consumers' attitudes and behavioral tendencies change through maturity,experience,and changing income and status.

All of the following are types of reference groups EXCEPT:

Dustin is a member of a fraternity that sees no problem of underage drinking. In fact,it is encouraged and expected the members will party and drink alcohol regardless of their age. For this group,drinking is considered a(n) :

All of the following are individual factors influencing consumer buying decisions EXCEPT:

A value or attitude deemed acceptable by a group is called a(n) :

Jackie and Kevin like to eat at high end restaurants where they can sit and enjoy their meal without rushing.An ad showing food created "fast from a can" would be appealing to Jackie and Kevin's _____ reference group.

A direct reference group is composed of:

Reference groups can be categorized very broadly as either:

An individual's _____ is a composite of psychological makeup and environmental forces.It provides consistency to an individual's reactions to situations.

Which category of reference groups represent groups that a consumer does not have membership?

Opinion leaders are:

Cultural values and norms are passed down to children through the process of:

A group in society,such as family,friends,or a professional organization,that influences an individual's purchasing behavior is called a(n) :

You are the brand manager for a new line of allergy relief drugs.Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products?

Which of the following statements about reference groups is true?