University of Dayton

PHL 313

CHAPTER 8

Multiple-Choice Questions

1)Galbraith claims that as we satisfy more of our wants, the urgency of our wants does not:

1. 1. Increase
   2. Diminish
   3. Change
   4. Improve

2. Galbraith argues that an individual’s wants must originate with:
   1. Himself
   2. Desire
   3. Society
   4. Advertising

3. Galbraith argues that as a society becomes increasingly affluent, the process of satisfying our wants in turn:
   1. Satisfies all our needs
   2. Creates more wants
   3. Influences our needs
   4. Manipulates people

4. Hayek writes that “the joint but uncoordinated efforts” of consumers create one element of the environment by which:
   1. Consumer choices are shaped
   2. Advertisers sell to people
   3. Advertisers manipulate people
   4. The law regulates production

5. Hayek criticizes Galbraith’s argument about advertising as:
   1. Liberal
   2. Fascist
   3. Distributivist
   4. Socialist

6. Shell and Moussa outline four steps to “wooing.” Which of the following is NOT one of those four main steps?
   1. Survey your situation.
   2. Confront the five barriers.
   3. Tune to the other person’s channel.
   4. Make your pitch.

7. To Shell and Moussa, what matters most about ethical marketing?
   1. The autonomy of consumers

1. 2. Character and purpose
   3. Total consumption of goods
   4. Dishonesty in sales practices

8. Shell and Moussa’s ten questions for would-be wooers do NOT include:
   1. What is the five-minute summary of my idea?
   2. What is my goal for this encounter?
   3. What is the basis for my credibility with this person?
   4. What is my desired profit margin?

9. According to Goldman, the first thinker to explain the market mechanism underlying efficiency of resource allocation was:
   1. Karl Marx
   2. Aristotle
   3. Adam Smith
   4. Kenneth Galbraith

10. According to Alan Goldman, providing relevant knowledge of the existence, quality, and price of products is one of the main alleged benefits of:
    1. Advertising
    2. The free market
    3. Socialism
    4. Computers

11. Alan Goldman argues that “if advertisements are to be justified as sources of information for consumers,” then they must not be:
    1. Coercive
    2. Compelling
    3. Interesting
    4. Deceptive

12. Advertising is often defended as a form of:
    1. Free speech
    2. Desire manufacturing
    3. Social respect
    4. Deception

13. According to Leslie Savan, the chief expectation of the sponsored life is regular blips of:
    1. Sex and money
    2. Lies and truth
    3. Watching and doing
    4. Excitement and resolution

14. Savan argues that we don’t buy products, we buy the:
    1. Company that presents them
    2. World that presents them

1. 3. Metaphysical reality that presents them
   4. Image of ourselves that we would have for ourselves

15. In Case 8.1, Tom Daner was unwilling to advertise:
    1. Military toys for children
    2. Children’s toys with lead paint
    3. Toys with obvious choking hazards
    4. Barbie dolls

True/False Questions

1. To deter harm in selling, one simple test is to avoid practices that benefit yourself by causing direct harm to others.

2. Leslie Savan doubts that we are living “a sponsored life.”

3. Savan believes we participate in our own seduction.

4. In Chapter 8, we see evidence that lying by salespeople to their customers might be increasingly encouraged by the employers of salespeople.

5. Galbraith insists that advertising merely provides information to the consumer; thus, the consumer “depends” on this information to make good, rational choices.

6. All of the authors in Chapter 8 agree that advertisers should not knowingly mislead consumers about the nature of their products.

7. Caveat emptor is the principle that states, loosely, “Let the buyer beware.”

8. Savan recommends viewing advertisements as though you were an “outsider,” especially when watching ads that flatter you for being an outsider.

9. Hayek argues that “the dependence effect” in advertising, if it exists, is no more pernicious than our dependence on the influence of others around us to determine what we think is, for example, good or bad art.

10. Goldman thinks that advertising has no justification in a market economy.

Fill-in-the-Blank Questions

1. A deep issue in the ethical theory of advertising is the question of whether or not advertising subverts our                                                      .