Consumer Behavior Building Marketing Strategy 13th Edition by David L Mothersbaugh - Test Bank

Consumer Behavior Building Marketing
Strategy 13th Edition by David L Mothersbaugh

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Sample Test
Chapter 03
The Changing American Society: Values

Multiple Choice Questions
Men are more involved than ever in the grocery shopping task because of
_____.
A. generational shifts (younger women are now more educated than men)

1
. B. economics (the recent recession resulted in more men out of work)

C. masculine/feminine values (there is a shift to more balance)

D. A and B

E. all of the above
The percentage of U.S. men who are the primary grocery shopper for their
home is _____ percent.
A.

B. 25
2
.
C. 51

D. 75

E. none of the above
____ are widely held beliefs that affirm what is desirable.
A. Norms

3
B. Cultural values
.

C. Precepts

D. Prescriptions

E. Orientations
Which of the following is TRUE regarding changes in American cultural

values?
A. Shifts in cultural values are not observable.

B. Changes in values tend to occur quickly.
4
.
C. Changes in values tend to occur evenly across individuals and groups.

D. There is substantial variance in values across individuals and groups.

E. Cultural values are constant.
When did Americans begin to place increased emphasis on leisure,

immediate gratification, and sensual gratification?
A. after the end of the Civil War

5
. B. after the end of World War I

C. during the Depression

D. after the end of World War II

E. after the Vietnam War
Leigh is working on a research project for her marketing class, and her
assignment is to study how Americans’ values with respect to sensual
gratification and abstinence have changed in the past 50 years. Which of
the following would give her the BEST insight into these changes?
A. advertising

B. movies
6
.
C. video games

D. government documents

E. A, B, and C
Which of the following statements is FALSE regarding the

religious/secular value in American society?
A. A religious group does not control the educational system, government, or political process.
7
.
B. Most people’s daily behaviors are not guided by strict religious guidelines.

C. America is basically a religious society.

D. Religious-based beliefs do influence decisions.

E. Many Americans for whom religion is especially important are conservative in their beliefs.
Which of the following is a self-oriented value?

A. problem solving/fatalistic

B. individual/collective
8
. C. tradition/change

D. material/nonmaterial

E. performance/status
Which of the following is NOT an environment-oriented value?

A. cleanliness
9
. B. performance/status

C. tradition/change

D. risk taking/security

E. All of the above are environment-oriented values.
Which of the following is NOT an other-oriented value?
A. diversity/uniformity

B. masculine/feminine
1
0
. C. limited family/extended family

D. tradition/change

E. individual/collective
Which of the following is a current American value?
A. uniformity

1
1 B. active
.

C. religious

D. youth

E. overcome nature
Which of the following is a traditional American value?

A. youth

B. competition
1
2
. C. active

D. hard work

E. all of the above
Which of the following is an emerging American value?

A. materialistic

1 B. individual
3
.
C. admiring nature

D. masculine

E. postponed gratification
Which changing American value has been blamed for the fact that people
age 18 to 40 are most likely to admit that they are spending beyond their
comfort range?
A. the shift toward immediate gratification

B. the shift toward a more religious society
1
4
.
C. the shift toward voluntary simplicity

D. the shift toward becoming more active

E. the shift away from being fatalistic
A shift from a focus on sensual gratification to abstinence in America

would most likely affect _____.
A. the role of price in purchase decisions
1
5
B. the types of advertising themes used
.

C. the complexity of decision rules used in purchase decisions

D. the diffusion of Internet shopping

A shift back to an emphasis on postponed gratification in America would

most likely _____.
A. increase the use of credit

B. decrease the use of credit
1
6
. C. alter the timing of television commercials

D. expand the use of Internet shopping

Which is NOT a reason Americans work long hours?
A. because minimum wage is higher the more hours worked

1
7 B. because of their material orientation
.

C. because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so

D. because work is meaningful and valuable to them

E. All of the above are reasons Americans work long hours.
_____ is consumers’ efforts to reduce their reliance on consumption and

material possessions.
A. Downsizing

B. Dematerialization
1
8
. C. Voluntary simplicity

D. Demarketing

E. Voluntary withdrawal
The voluntary simplicity movement in America represents a shift in which

value?
A. active/passive
1
9
B. problem solving/fatalistic
.

C. masculine/feminine

D. material/nonmaterial

E. youth/age
Erica and her family decided that it was just too much strain on them for
Erica to work outside the home. Even though she was a successful
attorney and they enjoyed the good things in life, her family made a
conscious decision to reduce their reliance on consumption and material
possessions. This behavior has been termed _____.
A. downsizing

2
B. dematerialization
0
.
C. voluntary withdrawal

D. voluntary simplicity

E. demarketing
What percentage of American adults exercise regularly?

A. less than 50 percent
2
1
. B. 50 percent

C. 60 percent

D. 75 percent

E. more than 75 percent
Which of the following statements is FALSE regarding Americans’

environment-oriented values?
A. Americans have long valued cleanliness.

B. Americans traditionally have not been very receptive to change.
2
2
. C. Americans’ risk-taking orientation seems to be moving more toward taking risks.

D. Traditionally, nature was viewed as an obstacle.

E. Americans are shifting back to a focus on performance rather than status.
Those who work in such professions as architecture, science,

engineering, health care, and business who generate new ideas and
technologies for a living or engage in complex problem solving are
2 referred to as _____.
3
. A. the creative class

B. social engineers

C. the developers

D. trend setters

E. true naturals
Lakeisha is an architect, and her husband, Timothy, is an engineer. Both

are in their early 30s. They represent a growing percentage of the
workforce along with others who generate new ideas and technologies for
a living or engage in complex problem solving. Lakeisha and Timothy are
part of the _____.
A. social reengineering movement

2
B. cutting edge
4
.
C. creative class

D. true naturals

E. young developers
2 Which of the following factors had a significant impact on Americans’

5 emphasis on security?
.
A. the Depression

B. World War II

C. the Cold War

D. A and B

E. A, B, and C
Which of the following is a segment used to describe consumers with

respect to their environmental activism?
A. True Blues

B. Eco-Centrists
2
6
. C. Ailing Recluse

D. Healthy Hermits

E. Green Earths
2 Which of the following is NOT a segment used to describe consumers

7 with respect to their environmental activism?
A. Respectful Stewards

B. New Green Mainstream

. C. Proud Traditionalists

D. Skeptical Individuals

E. Green Naives
Which segment of environmental activists is highly dismissive of

environmental concerns and doesn’t believe global warming exists?
A. Proud Traditionalists

B. Eco-Villains
2
8
. C. Green Naives

D. Eco-Chic

E. Skeptical Individuals
2 Gertrude expresses deeply felt environmental concerns and tailors

9 everything she does and purchases to these beliefs. Which segment of
environmental activism best describes Gertrude?
A. Eco-Centrists

B. Proud Traditionalists

.
C. Frugal Earth Mothers

D. Eco-Chic

Mickey is not concerned about the environment. He has no problem with

the pollution coming from his 1965 Chevy, and he refuses to recycle. To
which environmental activism segment would Mickey belong?
A. Green Naives

B. Eco-Villains
3
0
.
C. Skeptical Individuals

D. Proud Traditionalists


Heather and Jeff live on a farm in Iowa with their three children. They are
concerned about the environment because of the high cost of heating
their home in winter. Which environmental activism segment best
describes Heather and her family?
A. Frugal Earth Mothers

3 B. Green Naives
1
.
C. Eco-Chic

D. Proud Traditionalists

E. Eco-Villains
Which of the following is one of the defining characteristics of American

society?
A. aversion to change

B. collectivism
3
2
. C. individualism

D. extended family

E. status

Individualism affects which of the following?

A. incentive systems for salespeople

B. advertising themes
3
3
. C. product design

D. customer complaining behavior

E. all of the above
Consumers higher in individualism are more likely to _____ when faced

with poor service performance.
A. complain

B. switch
3
4
. C. engage in negative word-of-mouth

D. A and B

E. A, B, and C

Laurie purchased an entertainment armoire from a national chain
furniture retailer. Unfortunately, one of the doors did not operate properly,
so she called the retailer to complain. A service representative was sent
out to adjust the door, but just a few weeks later, the problem reoccurred,
so Laurie called again and asked for a new armoire. The store manager
said that another service rep would have to come out to determine if it
was due to a manufacturer’s defect before it could be replaced. Because
the service representative failed to show up, the manager decided to offer
Laurie a new armoire. Unfortunately, the replacement had the same
problem and Laurie demanded her money back. Now she tells everyone
she knows the problems she’s had with this retailer. Which value most
likely underlies Laurie’s complaining behavior?
3
5 A. diversity
.
B. uniformity

C. fatalistic

D. individualism

E. status
According to the authors, American culture increasingly values _____.

A. diversity
3
6
. B. uniformity

C. collectivity

D. fatalism

Which of the following statements is TRUE regarding Americans’ other-

oriented values?
A. A strong emphasis on collectivism is one of the defining characteristics of American society.

B. Since World War II, Americans have increasingly valued diversity.
3
7
. C. The impact that the family has on the individual is great.

D. Older people are considered wiser than young people and are looked to as models and leaders in American so

E. America is a cooperative rather than a competitive society.
The value that Americans place on youth has _____.
A. increased dramatically in recent years

3
8
.
B. shown a slow reversal toward more value being placed on age in recent years

C. decreased dramatically in recent years

D. remained unchanged in recent years

E. shown a slight increase in recent years
A shift away from a competition-oriented society would most likely affect

_____.
A. sales force compensation

B. the types of decision rules used
3
9
. C. the use of comparative advertising

D. the use of price as a competitive weapon

E. all of the above
Marketers have responded to Americans’ increasing concern for the

environment with an approach called _____.
4 A. green marketing
0

.
B. clean marketing

C. environmental marketing

D. activist marketing

E. cause-related marketing
Which of the following is NOT generally involved in green marketing?

A. developing products whose production, use or disposal is less harmful to the environment than the traditional

B. developing products that have a positive impact on the environment
4
1
. C. pricing products lower than the competition

D. tying the purchase of a product to an environmental organization or event

E. All of the above are involved in green marketing.
Health Valley is a brand of food, such as breakfast cereals, that uses all
natural and organic ingredients. Moreover, it only purchases grain from
organic farms. It states on its packages that “organic farming helps keep
4 our food pure and protects our land and water from harmful substances.
2 By supporting dozens of small organic farms, Health Valley helps protect
. a way of life for these family farmers, and helps ensure a safer and
healthier Earth for you and your children.” This is an example of _____.
A. green marketing

B. clean marketing

C. environmental marketing

D. activist marketing

E. cause-related marketing
As green claims increased in number and scope, the FTC developed the
_____ to help alleviate concern over the potential for marketers to
mislead consumers.
A. Biodegradable Act of 2005

B. Marketing Required Guidelines
4
3
.
C. Green Guides

D. A and B

E. All of the above were developed by the FTC.
4 The Green Guides provide examples of acceptable and unacceptable

4 practices dealing with advertising and package claims relating to such
. areas as the environment, in general, as well those relating specifically to
A. ozone friendly

B. biodegradable

C. recyclable

D. recycled content

E. all of the above
The practice whereby a firm promotes environmental benefits that are

unsubstantiated and on which they don’t deliver is known as ________.
A. eco-friendly

B. envirosafe
4
5
. C. greenwashing

D. earthsafe

4 Environmental concerns don’t guarantee purchase of green products.

6 Negative perceptions are on the rise due to beliefs that green products
are ___________.
A. too expensive

B. lower quality

.
C. not better for the environment

D. not green as claimed

E. all of the above
Which term is used to refer to the application of marketing principles and

tactics to advance a cause such as a charity, an ideology, or an activity?
A. cause marketing

B. social marketing
4
7
. C. personal marketing

D. A and B

E. A, B, and C
4 _____ is done to enhance the welfare of individuals or society without

direct benefit to a firm.
A. Cause-related marketing

B. Social marketing
8
. C. Personal marketing

D. Green marketing

E. Hybrid marketing
Which type of marketing ties a company and its products to an issue or

cause with the goal of improving sales or corporate image while providing
benefits to the cause?
A. cause-related marketing

B. green marketing
4
9
.
C. nonprofit marketing

D. image marketing

E. corporate marketing

Target stores give 1 percent of a customer’s purchase to a school of his
or her choice if the customer uses a Target Visa credit card to pay for
purchases. Target will also donate 0.5 percent of all other purchases
made on that card. This is an example of _____.
A. cause-related marketing

5 B. green marketing
0
.
C. nonprofit marketing

D. image marketing

E. corporate marketing
Which of the following is an example of cause-related marketing (CRM)?

A. A company donates $10,000 to a school to purchase computers.

B. A company recognizes alternative lifestyles among its employees and allows benefits accordingly.
5
1
. C. A company donates $1 to diabetes research for every purchase of its product by consumers.

D. A company features educational health information in its product advertising.

E. A company hires physically challenged employees.

Which of the following is a challenge facing marketers who implement
cause-related marketing programs?
A. It does not increase consumers’ trust in the company.

B. A company’s commitment to a cause is not important to most consumers.
5
2
. C. Only a small percentage of consumers are likely to switch brands based on CRM when price and quality are eq

D. Consumer skepticism and apathy are demonstrated.

E. All of the above are challenges facing those who implement cause-related marketing programs.
Which group of consumers doubts the sincerity or effectiveness of cause-

related marketing programs?
A. Skeptic

B. Balancer
5
3
. C. Attribution-oriented

D. Socially concerned

E. Apathetic

John doubts the sincerity of marketers who claim that they will donate to
a cause if he purchases their product. He doesn’t believe that they will
make a difference because he thinks that marketers are only concerned
with profits and probably only donate a small portion of their profits to the
stated cause. John is best described as belonging to which group of
consumers?
A. Skeptic

5
4 B. Balancer
.

C. Attribution-oriented


E. Apathetic
Karen believes in cause-related programs, but she doesn’t always act

accordingly. That is, she likes to patronize retailers that claim to donate a
portion of her purchases to charity, but she only shops there when it is
convenient for her to do so. Which consumer group would Karen belong?
A. Skeptic
5
5
.
B. Balancer



E. Apathetic
Carl likes to support marketers that support causes or charities that are
important to him. However, he is concerned about a marketer’s motive
behind cause-related marketing programs and uses good judgment on
which ones to support. Carl is best described as belonging to which
group of consumers?
A. Skeptic

5
B. Balancer
6
.


E. Apathetic
Which consumer group is driven by a desire to help with respect to

cause-related marketing programs?
5 A. Skeptic
7

.
B. Balancer



E. Apathetic
Maria will go out of her way to purchase a brand or patronize a store that
claims to support a charity if she purchases their brand or shops in their
store. Even though she knows that marketers develop these programs to
help themselves as well as the cause, she doesn’t really care about that.
She’s just driven by the desire to help. To which group of consumers
does Maria belong?
A. Skeptic

5
8 B. Balancer
.



E. Apathetic
What has been found to improve the results of cause-related marketing

5
programs?
9
. A. the amount of money donated

B. the fit between the company and the cause

C. supporting causes that help children

D. supporting causes that help the environment

E. longer commitments to supporting a cause
Gay consumers, like heterosexuals, vary in terms of _____.
A. ethnicity

B. geographic region
6
0
. C. occupations

D. age

E. all of the above
The gay market has been estimated to comprise _____ percent of the
6
adult U.S. population.
1
. A. 3-5

B.

C. 10

D. 15-20

E. 25
What is typically absolutely necessary of any firm that desires to capture

the loyalty of the gay community?
A. must have separate promotion efforts in gay and mainstream media

B. must have gay themes in ads placed in mainstream media
6
2
. C. must offer discounts to gay consumers

D. must have internal policies that do not discriminate against gay employees

E. must use cause-related marketing programs that support causes relevant to gay consumers (i.e., AIDS researc
6 Which index is published by the Human Rights Campaign Foundation

3 and measures how equitably a company treats its GLBT (Gay, Lesbian,
. Bisexual, and Transgender) employees, customers, and investors?
A. corporate equality index (CEI)

B. corporate GLBT index

C. corporate identity index (CII)

D. gay rights index (GRI)

E. green index
Which is a product or service that often needs modification when

targeting gay consumers?
A. financial services

B. automobiles
6
4
. C. furniture

D. interior decorating

E. all of the above
6 Which term(s) is(are) used to refer to whether a person is biologically a

5 male or female?
A. gender

B. sex

. C. gender identity

D. A and B

E. A, B, and C
_____ refers to the traits of femininity and masculinity.

A. Gender

B. Sex
6
6
. C. Gender identity

D. Gender roles

E. Gender continuum
6 The behaviors considered appropriate for males and females in a given

7 society are known as _____.
.
A. gender

B. sex

C. gender identity

D. gender roles

E. gender continuum
While women are vital members of the workforce in the United States,
they are still considered the primary care givers of the children in a family.
This represents women’s _____ in American society.
A. gender

B. sex
6
8
.
C. gender identity

D. gender role

E. gender continuum
6 A(n) _____ is based on an attribute over which the individual has little or
no control.
A. traditional role

B. achievement role
9
. C. ascribed role

D. gender identity

E. gender orientation
_____ are based on performance criteria over which the individual has
some degree of control.
A. Traditional roles

B. Achievement roles
7
0
. C. Ascribed roles

D. Gender roles

E. Selective roles
7 A woman who is married with the husband assuming the responsibility for
providing for the family and the wife running the house and taking care of
the children would be classified as _____.
A. gender appropriate

B. gender consistent
1
.
C. traditional

D. modern

E. old-fashioned
7 Catherine is married and a mother of two children. She has decided to

2 forego her own career to stay home with her children until they are grown
. and on their own. Both she and her husband have decided that it is best
for their family for him to assume the responsibility for providing financial
security for them while she takes care of the home and family. Catherine
would be classified as which type of woman?
A. gender appropriate

B. gender consistent

C. traditional

D. modern

E. old-fashioned
A woman who is married where both she and her husband work and
share homemaking and child care responsibilities is classified as _____
with respect to gender orientation.
A. transgender

B. gender inconsistent
7
3
.
C. traditional

D. modern

E. cutting-edge
Rayna is married and a mother of four children. Both she and her
husband share homemaking and child-rearing responsibilities. Rayna
would be classified as a _____ gender orientation.
A. transgender
7
4 B. gender inconsistent
.

C. traditional

D. modern

E. cutting-edge
Which of the following is a segment of female consumers?

A. traditional housewife

B. trapped housewife
7
5
. C. trapped working woman

D. career working woman

E. all of the above
Lisa is a single mother of two and works two jobs to provide for her family
and derives little or no satisfaction from employment. To which market
segment would Lisa belong?
A. traditional housewife
7

6
. B. trapped housewife

C. trapped working woman

D. career working woman

E. modern-day woman
Which of the following is a reason women are an important target

market?
A. Women-headed households represent almost 50 percent of all households.

B. Women are homogeneous as a group, which makes marketing to them easier.
7
7
. C. A high percentage of women work outside the home.

D. Women’s purchasing power now equals men’s purchasing power.

E. All of the above are reasons women are an important target market.
Because women are quite diverse as a group, what other factors must
marketers also consider when designing marketing communications?
A. ethnicity
7
8
B. age
.

C. life stage

D. employment status

E. all of the above

True / False Questions
Observable shifts in consumer behavior are often due to underlying

79 shifts in cultural values.
.
True False
80 America is basically a secular society.

. True False
81 Materialism is an emerging American self-oriented value.

. True False
Consumers’ efforts to reduce their reliance on consumption and material

82 possessions have been termed dematerialization.
.
True False
83 Americans continue to value an active approach to life.

. True False
84 Consumers labeled as “Eco-Chic” are highly committed to and

. concerned about the environment.
True False
Consumers higher in individualism are more likely to complain, switch,

85 or engage in negative word-of-mouth.
.
True False
86 Americans have always valued diversity.

. True False
Though Americans are increasingly focusing on cooperation and

87 teamwork, it is done so that the team or group can outperform some
. other team or group.
True False
Green marketing, like food supplement marketing, is unregulated, and

88 marketers can make unsubstantiated claims without penalty.
.
True False
Cause-related marketing (CRM) is marketing that ties a company and

89 its products to an issue or cause with the goal of improving sales or
. corporate image while providing benefits to the cause.
True False
Consumers may doubt Toms Shoes CRM because it is tied to a

90 charitable organization with strings attached.
.
True False

91 Skeptics are most likely to value the Toms Shoe approach.
. True False
Current estimates vary, but common benchmarks put the size of the gay
92 market at 10 to 15 percent of the adult U.S. population.
.
True False
Compared to the general population, gay consumers tend to be less

93 tech savvy.
.
True False
94 Gender roles refer to the traits of femininity and masculinity.

. True False
A trapped housewife is generally married and stays at home, but she

95 prefers to work and does not enjoy household chores.
.
True False

Essay Questions
Discuss changes in three of Americans’ self-oriented values.

96
.

97 Define “green marketing,” and explain what is meant by “greenwashing.”

.

The company you work for wants to integrate its philanthropic charitable
giving with its own corporate performance. Explain how this can be
accomplished, and discuss how consumers might respond to this effort.
98
.

What issues must companies understand and contend with when

attempting to market to the gay consumer?
99
.

Compare and contrast the terms gender, gender identity, and gender
roles.
100
.

Chapter 03 The Changing American Society: Values Answer Key
Multiple Choice Questions
1 Men are more involved than ever in the grocery shopping task because of
_____.
A
generational shifts (younger women are now more educated than men)
.

B
economics (the recent recession resulted in more men out of work)
.

C
masculine/feminine values (there is a shift to more balance)
.
.

D
A and B
.

E
all of the above
.
Men are involved in the grocery shopping task more than ever due to
generational shifts, economics, and more balance in masculine/feminine
values.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 03-01 Understand core American cultural values
Topic: Changes in American Cultural Values
2 The percentage of U.S. men who are the primary grocery shopper for their
. home is _____ percent.
A
5
.

B
25
.

C
51
.

D
75
.

E
none of the above
.
A recent Yahoo study finds that 51 percent of adult men in the United
States report being the primary grocery shopper for their home.


Blooms: Remember
Difficulty: 3 Hard
____ are widely held beliefs that affirm what is desirable.

3
. A Norms
.

B
Cultural values
.

C
Precepts
.

D
Prescriptions
.

E
Orientations
.
Cultural values are widely held beliefs that affirm what is desirable.


Blooms: Remember
Difficulty: 1 Easy
4 Which of the following is TRUE regarding changes in American cultural

. values?
A
Shifts in cultural values are not observable.
.

B
Changes in values tend to occur quickly.
.

C
Changes in values tend to occur evenly across individuals and groups.
.

D
There is substantial variance in values across individuals and groups.
.

E
Cultural values are constant.
.
There is substantial variance in values across individuals and groups.


Blooms: Understand
When did Americans begin to place increased emphasis on leisure,

immediate gratification, and sensual gratification?
A
after the end of the Civil War
5 .
.

B
after the end of World War I
.

C
during the Depression
.

D
after the end of World War II
.

E
after the Vietnam War
.
Beginning after the end of World War II and accelerating rapidly during the
1970s and 1980s, Americans began to place increased emphasis on
leisure, immediate gratification, and sensual gratification.


Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 03-02 Summarize changes in self; environment; and
other-oriented values
Topic: Self-Oriented Values
Leigh is working on a research project for her marketing class, and her
assignment is to study how Americans’ values with respect to sensual
gratification and abstinence have changed in the past 50 years. Which of
the following would give her the BEST insight into these changes?
6
. A advertising
.

B movies
.

C
video games
.

D
government documents
.

E
A, B, and C
.
The change in Americans’ values with respect to sensual gratification and

abstinence in the past 50 years can be seen in advertising, movies, and
video games.


Blooms: Understand
Difficulty: 1 Easy
Which of the following statements is FALSE regarding the

religious/secular value in American society?
7 A A religious group does not control the educational system, government, or political process.
.
.

B Most people’s daily behaviors are not guided by strict religious guidelines.
.

C
America is basically a religious society.
.

D
Religious-based beliefs do influence decisions.
.

E
Many Americans for whom religion is especially important are conservative in their beliefs.
.
America is basically a secular society.


Blooms: Understand
Difficulty: 3 Hard
Which of the following is a self-oriented value?

A
problem solving/fatalistic
.
8

.
B
individual/collective
.

C
tradition/change
.

D
material/nonmaterial
.

E
performance/status
.
Material/nonmaterial is an example of a self-oriented value.


Blooms: Remember
Which of the following is NOT an environment-oriented value?

A
cleanliness
.

9
. B performance/status
.

C
tradition/change
.

D
risk taking/security
.

E
All of the above are environment-oriented values.
.
Cleanliness, performance/status, tradition/change, and risk taking/security

are all environment-oriented values.


Blooms: Remember
Topic: Environment-Oriented Values
Which of the following is NOT an other-oriented value?
A
diversity/uniformity
.
1 B
masculine/feminine
0 .
.

C
limited family/extended family
.

D tradition/change
.

E
individual/collective
.
Tradition/change is a self-oriented value.


Blooms: Remember
1 Which of the following is a current American value?

1
. A uniformity
.

B
active
.

C
religious
.

D
youth
.

E
overcome nature
.
Americans continue to value an active approach to life.


Blooms: Remember
Difficulty: 3 Hard
1 Which of the following is a traditional American value?

2
. A youth
.

B
competition
.

C
active
.

D
hard work
.

E
all of the above
.
Youth, competition, active, and hard work are all traditional American
values.


Blooms: Remember
Difficulty: 1 Easy
Which of the following is an emerging American value?

A
materialistic
.

B
individual
.
1 C
admiring nature
3 .
.

D
masculine
.

E
postponed gratification
.
Admiring nature is an emerging American value.

Blooms: Remember
Difficulty: 3 Hard
Which changing American value has been blamed for the fact that people
age 18 to 40 are most likely to admit that they are spending beyond their
comfort range?
A
the shift toward immediate gratification
.

B
the shift toward a more religious society
.

1 C
4 .
the shift toward voluntary simplicity
.

D
the shift toward becoming more active
.

E
the shift away from being fatalistic
.
Americans seem unwilling to delay pleasure, even in the face of

discomfort overspending levels and debt.


Blooms: Understand
A shift from a focus on sensual gratification to abstinence in America

would most likely affect _____.
A
the role of price in purchase decisions
.

B
the types of advertising themes used
.
1 C
the complexity of decision rules used in purchase decisions
5 .
.

D
the diffusion of Internet shopping
.

E
none of the above
.
Ads based on this appeal are generally well received but can cause
problems when they go too far.


Blooms: Understand
A shift back to an emphasis on postponed gratification in America would

most likely _____.
A
increase the use of credit
.

B
decrease the use of credit
.

1 C
6 .
alter the timing of television commercials
.

D
expand the use of Internet shopping
.

E
none of the above
.
Americans are now saving more and paying down debt.


Blooms: Understand
Difficulty: 1 Easy
Which is NOT a reason Americans work long hours?
A
because minimum wage is higher the more hours worked
.

B
because of their material orientation
.
1 C
because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so
7 .
.

D
because work is meaningful and valuable to them
.

E
All of the above are reasons Americans work long hours.
.
Minimum wage is not higher the more hours worked.


Blooms: Understand

_____ is consumers’ efforts to reduce their reliance on consumption and
material possessions.
A
Downsizing
.

B
Dematerialization
.
1 C
Voluntary simplicity
8 .
.

D
Demarketing
.

E
Voluntary withdrawal
.
Voluntary simplicity can span a continuum from minor to major lifestyle

adjustments.


Blooms: Remember
1 The voluntary simplicity movement in America represents a shift in which

9
value?
A
active/passive
.

B
problem solving/fatalistic
.

C
masculine/feminine
.
.

D
material/nonmaterial
.

E
youth/age
.
Major factors in the decision to simplify appear to be the desire for

reduced stress and increased life satisfaction.


Blooms: Remember
2 Erica and her family decided that it was just too much strain on them for
0 Erica to work outside the home. Even though she was a successful
attorney and they enjoyed the good things in life, her family made a
conscious decision to reduce their reliance on consumption and material
possessions. This behavior has been termed _____.
A
downsizing
.

B
dematerialization
.

C
voluntary withdrawal
. .

D
voluntary simplicity
.

E
demarketing
.
Voluntary simplicity is consumers’ efforts to reduce their reliance on

consumption and material possessions.


Blooms: Understand
2 What percentage of American adults exercise regularly?

1
A
less than 50 percent
.

B
50 percent
.

C
60 percent
.
.

D
75 percent
.

E
more than 75 percent
.
Less than 50 percent of American adults exercise regularly.


Blooms: Remember
Difficulty: 3 Hard
Which of the following statements is FALSE regarding Americans’

2 environment-oriented values?
2
. A Americans have long valued cleanliness.
.

B
Americans traditionally have not been very receptive to change.
.

C
Americans’ risk-taking orientation seems to be moving more toward taking risks.
.

D
Traditionally, nature was viewed as an obstacle.
.

E
Americans are shifting back to a focus on performance rather than status.
.
Americans have always been very receptive to change.


Blooms: Understand
Those who work in such professions as architecture, science,

engineering, health care, and business who generate new ideas and
2 technologies for a living or engage in complex problem solving are
3 referred to as _____.
.
A
the creative class
.

B
social engineers
.

C
the developers
.

D
trend setters
.

E
true naturals
.
The creative class is defined as those who work in such professions as

architecture, science, engineering, health care, and business who
generate new ideas and technologies for a living or engage in complex
problem solving.


Blooms: Understand
2 Lakeisha is an architect, and her husband, Timothy, is an engineer. Both

4 are in their early 30s. They represent a growing percentage of the
. workforce along with others who generate new ideas and technologies for
a living or engage in complex problem solving. Lakeisha and Timothy are
part of the _____.
A
social reengineering movement
.

B
cutting edge
.

C
creative class
.

D
true naturals
.

E
young developers
.
The creative class is defined as those who work in such professions as

architecture, science, engineering, health care, and business who
generate new ideas and technologies for a living or engage in complex
problem solving.


Blooms: Understand
2 Which of the following factors had a significant impact on Americans’

emphasis on security?
A
the Depression
.

B
World War II
.

C
the Cold War
5 .
.

D
A and B
.

E
A, B, and C
.
The Depression, World War II, and the Cold War had a significant impact
on Americans’ emphasis on security.


Blooms: Remember
2 Which of the following is a segment used to describe consumers with

6 respect to their environmental activism?
.
A
True Blues
.

B
Eco-Centrists
.

C
Ailing Recluse
.

D
Healthy Hermits
.

E
Green Earths
.
Eco-Centrists is a segment used to describe consumers with respect to

their environmental activism.


Blooms: Remember

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____ are widely held beliefs that affirm what is desirable.

Which of the following is TRUE regarding changes in American cultural

A. Shifts in cultural values are not observable.

When did Americans begin to place increased emphasis on leisure,

Which of the following statements is FALSE regarding the

Which of the following is a self-oriented value?

Which of the following is NOT an environment-oriented value?

Which of the following is NOT an other-oriented value?

Which of the following is a current American value?

Which of the following is a traditional American value?

Which of the following is an emerging American value?

A. the shift toward immediate gratification

A shift from a focus on sensual gratification to abstinence in America

A shift back to an emphasis on postponed gratification in America would

A. increase the use of credit

Which is NOT a reason Americans work long hours?

A. because minimum wage is higher the more hours worked

_____ is consumers’ efforts to reduce their reliance on consumption and

The voluntary simplicity movement in America represents a shift in which

What percentage of American adults exercise regularly?

Which of the following statements is FALSE regarding Americans’

Those who work in such professions as architecture, science,

Lakeisha is an architect, and her husband, Timothy, is an engineer. Both

2 Which of the following factors had a significant impact on Americans’

Which of the following is a segment used to describe consumers with

2 Which of the following is NOT a segment used to describe consumers

Which segment of environmental activists is highly dismissive of

2 Gertrude expresses deeply felt environmental concerns and tailors

Mickey is not concerned about the environment. He has no problem with

Which of the following is one of the defining characteristics of American

Individualism affects which of the following?

Consumers higher in individualism are more likely to _____ when faced

According to the authors, American culture increasingly values _____.

Which of the following statements is TRUE regarding Americans’ other-

The value that Americans place on youth has _____.

A. increased dramatically in recent years

A shift away from a competition-oriented society would most likely affect

Marketers have responded to Americans’ increasing concern for the

Which of the following is NOT generally involved in green marketing?

A. Biodegradable Act of 2005

4 The Green Guides provide examples of acceptable and unacceptable

The practice whereby a firm promotes environmental benefits that are

4 Environmental concerns don’t guarantee purchase of green products.

Which term is used to refer to the application of marketing principles and

4 _____ is done to enhance the welfare of individuals or society without

Which type of marketing ties a company and its products to an issue or

Which of the following is an example of cause-related marketing (CRM)?

Which group of consumers doubts the sincerity or effectiveness of cause-

Karen believes in cause-related programs, but she doesn’t always act

Which consumer group is driven by a desire to help with respect to

What has been found to improve the results of cause-related marketing

Gay consumers, like heterosexuals, vary in terms of _____.

What is typically absolutely necessary of any firm that desires to capture

6 Which index is published by the Human Rights Campaign Foundation

Which is a product or service that often needs modification when

6 Which term(s) is(are) used to refer to whether a person is biologically a

_____ refers to the traits of femininity and masculinity.

6 The behaviors considered appropriate for males and females in a given

7 Catherine is married and a mother of two children. She has decided to