________ is the study of how individuals, groups, and organizations select,

________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

• Target marketing
• Mind mapping
• Consumer activism
• Consumer behavior
• Product differentiation

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2 Which of the following would be the best illustration of a subculture?

• a religion
• a group of close friends
• your university
• a fraternity or sorority
• your occupation

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3 The relatively homogeneous and enduring divisions in a society, which are hierarchically ordered and whose members share similar values, interests, and behavior constitute ________.

• a culture
• a subculture
• a social class
• a family
• a group

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4 A person's ________ consist(s) of all the groups that have a direct (face-to- face) or indirect influence on his/her attitudes or behavior.

• subculture
• family
• social class
• reference groups
• social networks

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5 A(n) ________ group is one whose values or behavior an individual rejects.

• aspirational
• disassociative
• membership
• primary
• procreational

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B 6 Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.

• transactional leader
• opinion leader
• role model
• gate-keeper
• international marketer

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B 7 For a high-school student, Tim is highly concerned about environmental issues. He is a strong supporter of the garbage recycling and afforestation campaigns taken up by the environmental activists in his neighborhood. He wants to become a full time volunteer for their upcoming wildlife protection program and has even saved money to contribute to the cause. This group of environmental activists can be categorized under which of the following reference groups?

• primary group
• secondary group
• aspirational group
• dissociative group
• cognitive group

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C 8 Jason writes a weekly column in his school's newspaper about movies he has seen, books he has read, and concerts he has attended. His column provides

information and opinions. Feedback from his fellow students is positive, and they are appreciative of the advice that is given. Which of the following would be the most apt description of the role played by Jason?

• silent majority
• protestor
• protector
• adapter
• opinion leader

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E 9 Social classes differ in media preferences, with upper-class consumers often preferring ________ and lower-class consumers often preferring television.

• movies
• radio
• video or computer games
• magazines and books
• music downloads

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D 10 If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members.

• orientation
• procreation
• immediacy
• intimacy
• reference

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A 11 The family in a buyers life consisting of parents and siblings is the ________.

• family of procreation
• family of influence
• family of efficiency
• family of orientation
• purchasing family

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D 12

When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days?

• education
• age
• income
• gender
• physiological needs

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B 13 Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.

• psychological life cycle
• product life cycle
• social status
• postpuberty cycles
• critical life events

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E 14 Identify an economic circumstance that can greatly affect any product or brand choice.

• retirement
• values
• lifestyle
• borrowing power
• relocation

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D 15 ________ refers to a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

• Image
• Personality
• Psychological transformation
• Lifestyle
• Acculturation

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