Download CHAPTER 7 - Routledge

CHAPTER 7
CONSUMER BEHAVIOR IN THE INTERNATIONAL CONTEXT:
PSYCHOLOGICAL AND SOCIAL DIMENSIONS
MULTIPLE CHOICE
1. A study of consumer behavior should emphasize this particular perspective.
a) cultural
c) social
b) psychological
d) all of the above (X)
2. The unit of analysis of this discipline is the group.
a) psychology
c) sociology (X)
b) social psychology
d) group
3. The unit of analysis of this discipline is the individual.
a) psychology (X)
c) anthropology
b) sociology
d) culture
4. The price motive is an example of a(n)
a) rational motive (X)
c) subjective motive
b) emotional motive
d) prestige motive
5. Which one of the following is not a psychological concept?
a) motivation
c) social class (X)
b) learning
d) personality
6. Which one of the following is a psychological concept?
a) personality (X)
c) family
b) social class
d) opinion leadership
7. This is not a characteristic of attitude.
a) reaction being favorable/unfavorable
c) learned
b) transient (X)
d) enduring
8. This country is low in power distance, masculinity, and uncertainty avoidance.
a) Canada (X)
c) Mexico
b) Greece
d) Taiwan
9. This country is low in individualism but high in power distance, masculinity, and uncertainty
avoidance.
a) the United Kingdom
c) Japan (X)
b) the United States
d) Australia
1
10. In low power-distance countries, advertisements should emphasize
a) social roles
c) symbolic benefits of products
b) group affiliation
d) functional brand images (X)
11. Social needs should be stressed when advertising in a country with a ..... degree of power
distance.
a) high (X)
c) low
b) moderate
d) ultra low
12. Country of origin is a ..... construct.
a) one-dimensional
c) single-cue
b) multidimensional (X)
d) varying-cue
13. The effect of country of origin is strongest when it is
a) the only cue (X)
c) used with many cues
b) used with a few cues
14. Which of the following can weaken the effect of "country of origin" on perceived product
quality?
a) country of product design
c) retailer name
b) brand name
d) all of the above (X)
15. Attitudes are
a) neutral
c) transient
b) innate
d) enduring (X)
16. These people put less emphasis on social hierarchy.
a) Asians
c) Americans (X)
b) Latin Americans
d) Europeans
17. These people are probably least group oriented.
a) Japanese
c) African
b) Hispanic
d) American (X)
18. This kind of family is common in the United States.
a) nuclear (X)
c) extended
b) consanguine
d) horizontal
19. These people are relatively weak in terms of family orientation.
a) Japanese
c) Chinese
b) Hispanic
d) American (X)
2
TRUE OR FALSE
1. Consumer behavior is a study of the explicit act of purchase. (F)
2. The best way to study consumer behavior is to use the cultural approach without focusing on
the psychological and social processes. (F)
3. In the case of sociology, the unit of analysis is the group rather than the individual. (T)
4. Evidence has shown that rational motives are superior to nonrational motives in explaining
consumer behavior. (F)
5. Motives must be learned. (T)
6. Because personality applies to a person rather than to a group, it is not possible to state that
particular personality traits seem dominant in certain countries. (F)
7. Although personality applies to a person rather than to a group, particular personality traits
appear dominant in certain countries. (T)
8. The concept of national character states that the people of each nation have distinctive
personality characteristics. (T)
9. Britons and Americans have different personality characteristics. (T)
10. The Japanese and Canadians have been found to exhibit the same cognitive style. (F)
11. The concept of consumer ethnocentrism explains why some consumers feel that it is
inappropriate to buy imported products. (T)
12. Highly and lowly ethnocentric consumers do not differ in terms of their preference for
imported products. (F)
13. There is no relationship between cultural power distance and brand image strategies. (F)
14. There is empirical evidence that shows that countries can be clustered in terms of the various
dimensions of national cultures. (T)
15. Japanese consumers are so homogeneous that psychographic studies have yielded no unique
market segment. (F)
16. Perceptions are formed through a selective and objective process. (F)
17. There is no evidence of country-category effect in the sense that consumers use stereotyping
in typing product classes and brands. (F)
18. The effects of country of origin on product perceptions can be moderated by consumer
expertise and attribute information. (T)
19. Consumers have general images about certain countries as well as form specific attitudes
about products made there. (T)
20. Consumers have stereotyped opinions about specific products from particular countries. (T)
3
21. There is a positive relationship between countries' economic development levels and product
evaluations. (T)
22. Country of origin is a multidimensional construct. (T)
23. Country of design may mitigate the effect of country of assembly/manufacturing. (T)
24. Country of design and country of assembly effects are one and the same. (F)
25. Country of origin has the strongest effect on stereotyped image when it is the only cue. (T)
26. The effect of country of origin is strong when it is the only cue, and the effect becomes even
stronger when other product cues are included. (F)
27. The effect of country of origin is strong when country of origin is the only cue, but the effect
is weakened when multiple cues are used. (T)
28. Country of origin has a halo effect in the sense that a country’s positive or negative image
affects all products made in that country. (F)
29. It is appropriate to treat country of origin as a halo effect. (F)
30. The effect of country of origin is a function of product-country match rather than a halo
effect. (T)
31. A country's image, rather than being product-specific, has a halo effect. (F)
32. In spite of the inequality implied, social classes are necessary and, in virtually all countries,
even desirable. (T)
33. The criteria used in the United States to assign people into social classes are consistent with
those used in other countries. (F)
34. The strength of influence of a reference group is constant across product categories. (F)
35. In the United States, the word family has a narrow meaning, and Americans tend to be less
family oriented than others. (T)
36. Emphasis on joint, husband-dominated, and wife-dominated decisions varies by stage of the
decision process as well as by stage-culture interaction. (T)
37. Because cultural values are not related to innovation resistance, it is appropriate to use a
global standardized campaign to introduce new products in foreign markets. (F)
4