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Consumers

Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska

Consumption Meanings

Multiple Choice Quiz

Answer all the questions


1	___________________ is a three part process involving a sign, object, and an interpretant, which is the meaning of the sign.
		A)	Appropriation
		B)	Arrangement
		C)	Asymmetry
		D)	Semiosis
		E)	Displacement


2	Consumers in developed economies strive to create a distinctive sense of self through consumption choices and a range of ________________________ including consuming, customizing, personalizing, grooming and arranging.
		A)	identification roles
		B)	possession rituals
		C)	meaning transfer activities
		D)	textual meaning context
		E)	indexical role play


3	___________________ rank first among countries in their concern for personal beauty.
		A)	Venezuelans
		B)	Hawaiians
		C)	Japanese
		D)	Vietnamese
		E)	Italians


4	____________________ is the perceived usefulness of a product in terms of its ability to perform functional or physical tasks.
		A)	Terminal materialism
		B)	Utilitarian meaning
		C)	Divestment rituals
		D)	Brand equity
		E)	Compulsive consumption


5	The ________________ adheres in those things that are designed or discovered to be supremely important.
		A)	Discovery meaning
		B)	Simile meaning
		C)	reference role meaning
		D)	sacred meaning
		E)	persona meaning


6	Products acquire ________________ meaning when associated with specific feelings or when they facilitate or perpetuate feelings.
		A)	Nostalgic meaning
		B)	Hedonic meaning
		C)	Transfer meaning
		D)	Consumption meaning
		E)	Divestment meaning


7	Consumers' __________________ involves the accumulated history and sentiment attached to particular brands.
		A)	hedonic meaning
		B)	brand equity
		C)	ESPN Zone
		D)	utilitarian affects
		E)	experimentation


8	______________ means that in consumer society, we intentionally communicate statements about who we are, what groups we identify with, and those from which we are different primarily through consumer goods.
		A)	Reflexivity
		B)	Indexical
		C)	Singularized
		D)	Semiotic
		E)	Rhetorical


9	The ______________ is the spokesperson depicted or implied within the advertisement itself.
		A)	symbol
		B)	endorser
		C)	narrator
		D)	persona
		E)	fictive figure


10	Ads often use _________________, a figure of speech that explicitly uses a comparative term such as "like" or "as."
		A)	metaphors
		B)	similes
		C)	regressions
		D)	rhetorical retorts
		E)	malleability


11	_________________ are the most powerful form of sign used in advertising.
		A)	Symbols
		B)	Asymmetries
		C)	Brand names
		D)	Endorsements
		E)	Testimonials


12	This technique of direct hailing is a rhetorical device termed ____________________.
		A)	appropriation
		B)	apostrophe
		C)	arrangement
		D)	collections
		E)	displacement


13	___________________ allow consumers to assume ownership of product meanings.
		A)	Divestment rituals
		B)	Customization
		C)	Possession rituals
		D)	Terminal materialism
		E)	Compulsive consumption


14	_________________ are repeated actions necessary to draw perishable meanings from goods.
		A)	Grooming rituals
		B)	Indexical roles
		C)	Meaning transfers
		D)	Special behaviors
		E)	Repetitions


15	___________________ are those regarded as extensions of the self.
		A)	Meaning transfers
		B)	Special possessions
		C)	Inherent dynamisms
		D)	Culture/consumption
		E)	Identifications

Fill in the Blanks:


16	A _____________ is anything that stands for something else.
		A)	sign
		B)	replication
		C)	repetition
		D)	duplicate


17	____________________ are the concepts, values, assumptions, and organizing ideas that allow phenomena to be distinguished, grouped into categories, ranked, and interrelated.
		A)	Divestment rituals
		B)	Culture principles
		C)	Universal propensities
		D)	Inherent identifications


18	Narrative employs the _______________ person (he, she, it).
		A)	first
		B)	second
		C)	third
		D)	fourth


19	Advertising copy makes extensive use of _______________, which are like similes with the comparative term omitted.
		A)	abbreviations
		B)	impression symbols
		C)	metaphors
		D)	reiterations


20	_________________ is the selective, active, and longitudinal acquisition, possession, and disposition of an interrelated set of differentiated objects (material things, ideas, beings, or experiences) that contribute to and derive extraordinary meaning form the set itself.
		A)	Arranging
		B)	Collecting
		C)	Appropriating
		D)	Dispersing


21	Some consumption activities seem to be primarily about the evocation of important meanings and values.
		A)	True
		B)	False


22	If the value of every product can be reduced to money, then there is not danger that things will come to mean little more than demonstrating that consumers have the money to obtain them.
		A)	True
		B)	False


23	Consumers behave based on the meanings that they ascribe to marketed products, services and experiences.
		A)	True
		B)	False


24	Importantly, each semiotic triangle exists within a particular cultural context that provides consumers with the knowledge they need to interpret signs they encounter.
		A)	True
		B)	False


25	Across cultural contexts, people may draw mistaken inferences about the symbolic meaning of goods.
		A)	True
		B)	False


26	Marketers can always be certain that their images convey the meanings they wish.
		A)	True
		B)	False


27	We may think of secular properties of things as the same as sacred ones.
		A)	True
		B)	False


28	One of the most potent sources of hedonic meanings available to consumers are experiences.
		A)	True
		B)	False


29	The persona sometimes is a fiction, crafted for the purposes of the advertisement even when the persona imitates real-life words spoken by a real life person.
		A)	True
		B)	False


30	Symbols are powerful mechanisms of meaning transfer because when reader/consumers expend the mental effort to interpret the meaning of the symbol they become actively involved, and in some sense, accept the associations evoked by the symbol.
		A)	True
		B)	False

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