University of Texas, El Paso

MKT MISC

Chapter 14

1)___is a societys personality, and includes values, ethics, and material objects produced by its members.

2. According to market researchers, a(n)                                                is an object we admire strictly for its beauty or because it inspires an emotional reaction in us.

3. Jessie bought Chandler a new coffee cup during her visit to Norway. After using the cup several times, Chandler declared it was his favorite coffee cup because the rim had a little curve that fits perfectly to his lips when sipping hot coffee. Marketers would call the coffee cup a(n)

              because it was admired by the consumer for the beauty with which it performs its function.

4.                       are stories with symbolic elements that represent a culture's ideals. Advertising, movies, and other media transmit these symbolic elements in modern times.

5. According to market research, myths serve four interrelated functions in a culture, one of which is to help explain the origins of existence. Researchers call this function        .

6. Jessie's travel agency is experiencing extremely high rates of success, which she attributes to what she learned about myths and marketing in her Consumer Behavior course. For instance, she interweaves her marketing messages with mythical stories promising consumers that they will “experience journeys of enlightenment regarding how all components of the universe come together” when they take part in her unique travel packages to lost cities and ancient ruins. As learned in this chapter, myths serve four interrelated functions in culture. Which function has Jessie applied in her marketing approach?

7. A                        is a special kind of ritual that marks the transition from one role to another. Typically, these rituals entail the need to acquire specific artifacts to facilitate the transition.

8. Many of our consumption activities—including holiday observances, grooming, and gift-giving—relate to rituals. The rite of passage is one such ritual and consists of three stages. These stages are , liminality, and aggregation.

9. Market researchers use the term                                      to describe a situation in which a consumer attributes sacred qualities to mundane items (such as a baseball).

10. John is said to be                                                       , as he systematically acquires a particular set of Star Wars memorabilia, versus Paul who has a problem with discarding used objects.

11. The transition of Turkish tea to a mass-market product illustrates the process of             .

12. Luke belongs to that 2.5 percent of the population that is always looking for new products or services and wants to be the first to try something new. As revealed in this chapter, marketers are eager to identify this group and refer to them as                                                                              .

13.                 refers to the process whereby a new product, service, or idea spreads through a population.

14. In some cases, a portion of the population purposely waits to accept an innovation because they assume that the company will improve its technology or that its price will fall after it has been on the market for a while. Marketers call these people                                                                              .

15. When the new Apple phone arrived on the market, many

of Devon's friends rushed out to buy one right away. While reading her Consumer Behavior textbook, Devon learned that marketers would call these consumers       .

16. According to                                               , ideas spread through a population in a geometric progression much as a virus infects many people until it reaches epidemic proportions.

17. We identify different classes of fashion when we look at the relative length of their       cycles. Many fashions have a

moderate cycle, taking several months or even years to work their way through the various stages; others are extremely long-lived or short- lived.

18. Keds sneakers, introduced in 1917, appeal to those who are turned off by the high-fashion, trendy appeal of Nike or Reebok. Market researchers refer to Keds as (a)        .

19. A(n)       is a short-lived fashion. Relatively few people adopt this product, but it can spread quickly.