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Chapter 7—Consumer Buying Behavior
ESSAY
1. Compare and contrast the three major types of consumer problem-solving processes.
ANS:
Answer not provided.
PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 07-01

NAT: BUSPROG: Analytic STA: DISC: Strategy
KEY: Bloom's: Knowledge
2. How does the level of involvement affect the type of consumer problem-solving process that a person
uses?
ANS:

KEY: Bloom's: Comprehension
3. What can marketers do to reduce cognitive dissonance in a consumer who has just purchased an
expensive product?
ANS:
PTS: 1 DIF: Difficulty: Easy OBJ: LO: 07-01

4. Draw and label the consumer buying decision process and include the possible influences on the
process.
ANS:

5. Why is it important for marketers to recognize the stages that a consumer goes through in making a
purchase decision?
ANS:

NAT: BUSPROG: Analytic STA: DISC: Customer
©2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
6. Identify and describe the five major categories of situational influences.
ANS:
PTS: 1 DIF: Difficulty: Easy OBJ: LO: 07-03

7. In what ways can situational influences affect the consumer buying decision process?
ANS:

8. Discuss how perceptual processes may influence the consumer buying decision process.
ANS:

9. What is Maslow's hierarchy of needs? How does it apply to the consumer buying decision process?
ANS:

10. Why are consumer attitudes an important issue for marketers to study? Can attitudes be changed easily
by marketers? Explain.
ANS:

11. In what ways does an individual's personality affect his or her buying behavior?
ANS:

12. Discuss how reference groups and opinion leaders influence purchase behavior.
ANS:

13. How does an individual's social class influence the products he or she buys?
ANS:

14. Why is it important for marketers to understand the cultural and subcultural influences that may affect
the consumer buying decision process?
ANS:

15. Compare and contrast the three major ethnic subcultures in the United States.
ANS:

NAT: BUSPROG: Analytic | BUSPROG: Diversity STA: DISC: Customer
16. How have subcultures changed in the United States since 1990? How are the expected to change in the
upcoming years?
ANS:

NAT: BUSPROG: Analytic | BUSPROG: Diversity STA: DISC: Customer
KEY: Bloom's: Knowledge | Bloom's: Comprehension
MULTIPLE CHOICE
17. Abercrombie & Fitch is developing a program to get to know its customers. Which of the following is
not a reason why A&F needs to understand consumer buying behavior?
a. customer's reactions to marketing strategy can impact the firm's success
b. all customers are the same when it comes to buying behavior
c. a firm should create a marketing mix that satisfies customers
d. it helps the marketer predict how consumers will respond to marketing strategies
e. the marketing concept stresses that a firm should know its customers
ANS: B PTS: 1 DIF: Difficulty: Moderate
OBJ: LO: 07-01 NAT: BUSPROG: Analytic STA: DISC: Strategy
KEY: Bloom's: Application
18. Purchasers who intend to use or benefit from the purchased product and do not buy products for
business purposes are called the
a. ultimate consumers.
b. end-use consumption group.
c. business market.
d. household purchasing group.
e. organizational market.
ANS: A PTS: 1 DIF: Difficulty: Easy
OBJ: LO: 07-01 NAT: BUSPROG: Analytic STA: DISC: Customer
19. Many aspects of consumer buying decisions are affected by the individual's level of involvement.
Level of involvement is
a. the importance and intensity of interest in a product in a particular situation.
b. the buyer's perception, motives, and abilities.
c. the amount of external search that an individual puts into the decision-making process.
d. the particular circumstance or environment in which consumers find themselves.
e. a combination of an individual's demographic factors.
20. Justin is purchasing his third car in the past five years. He has been a car enthusiast ever since he was a
young boy. Justin likes to spend his free time looking at car magazines, going to car shows, and
watching NASCAR. Justin's interest in cars is referred to as
a. situational involvement.
b. dynamic involvement.
c. enduring involvement.
d. dynamic buying behavior.
e. situational buying behavior.
ANS: C PTS: 1 DIF: Difficulty: Moderate
21. A major determining factor in deciding which type of problem-solving process should be used depends
on the individual's intensity of interest in a product and the importance of the product for that person.
This is known as an individual's
a. motivational structure.
b. routinized response behavior.
c. level of involvement.
d. cognitive dissonance.
e. evaluative criteria.
ANS: C PTS: 1 DIF: Difficulty: Easy
22. Chloe and Max are searching for a health club to join. This purchase will likely be affected by ____
involvement.
a. low
b. internal
c. enduring
d. evoked
e. perceived
23. Claire is a market research analyst for a global consulting firm. She will be traveling to London next
month to present her research to a meeting of company executives from around the world. This
presentation could be instrumental in the company’s decision of whether she should be promoted at the
end of this year. Claire has been thinking about the trip, which will be the first time she has been out
of the country. She has decided to retire the old college luggage for a more professional-looking
version and has begun to evaluate various brands. Claire is most likely facing _____ for this particular
purchase.
a. enduring involvement.
b. perceptual involvement.
c. internal retention.
d. situational involvement.
e. selective retention.
ANS: D PTS: 1 DIF: Difficulty: Moderate
24. The three most widely recognized types of consumer problem solving are:
a. limited problem solving, extended problem solving, and routinized response behavior.
b. extended problem solving, enduring problem solving, and situational problem solving.
c. planned problem solving, impulse buying, and limited problem solving.
d. internal problem solving, external problem solving, situational behavior.
e. responsive behavior, planned behavior, and impulsive problem solving.
25. While shopping at a local grocery store, Taylor sees a display of his favorite brand of energy drink.
He buys some to take home for the weekend. This purchase process would be described as
a. routinized response behavior.
b. extended problem solving.
c. limited problem solving.
d. situational perception.
e. enduring involvement.
ANS: A PTS: 1 DIF: Difficulty: Moderate
26. Which of the following consumer problem-solving processes will probably be used in purchasing
toothpaste?
a. Extended problem solving
b. Routinized response behavior
c. Intensive problem solving
d. Limited problem solving
e. Perceptual scanning
27. Evan has just been hired as a product manager for a major technology firm. Currently, he is making
purchases for his new apartment and upcoming job. His purchase of _____ would most likely be done
through extended response behavior, while his purchase of ____ would be purchased through limited
problem solving behavior.
a. a new suit; a sofa
b. a toaster; bed sheets
c. coffee maker; flat screen TV
d. flat screen TV; bath towels
e. coffee maker; groceries
28. Which of the following buying situations is most consistent with routinized response behavior?
a. Ian buying his first pair of basketball shoes
b. Molly buying a new set of tires for her car
c. Aaron buying a new fishing rod and reel
d. Stephanie buying bottled water
e. Bryan buying a new software program
29. Stacy is going to the store to buy milk and cereal. She will most likely use ____ in her consumer
decision-making process.
a. routinized response behavior
b. limited problem solving
c. extended problem solving
d. perceptual scanning
e. evaluation of alternatives
30. Routinized response behavior is what a consumer does when

a. purchasing an unfamiliar product.
b. buying frequently purchased, low-cost items that need little effort.
c. an information search is extensive and may involve consulting with friends and family.
d. buying products that require a moderate amount of time for information gathering and
deliberation.
e. he or she enters the problem recognition stage of the consumer buying decision process.
ANS: B PTS: 1 DIF: Difficulty: Easy
OBJ: LO: 07-02 NAT: BUSPROG: Communication STA: DISC: Customer
31. Cole’s smart phone is two years old and he would like to have a new one. This time, he wants to
make sure that it has a longer battery charge and better geographic coverage since he is traveling three
days a week for his new job. Cole is most likely to use _____ for this purchase.
b. limited problem solving behavior.
c. extended response behavior.
d. intensive problem solving behavior.
e. extended problem solving behavior.
32. When a consumer purchases products occasionally or needs information about an unfamiliar brand in a
familiar product category, he or she will most likely engage in
a. enduring purchase behavior.
b. routinized response behavior.
c. extended problem solving.
d. impulse searching.
e. limited problem solving.
ANS: E PTS: 1 DIF: Difficulty: Easy
33. When a new variety of Kashi whole-grain breakfast cereals is first introduced, consumers will most
likely engage in ____ when deciding whether or not to purchase this new product.
a. extended problem solving
b. limited problem solving
c. situational solving behavior
d. routinized response behavior
e. automatic processing behavior
34. Jenny plans to buy a new swimsuit for her spring break cruise. She has not seen this year's styles and
thus will do some comparison shopping before making a purchase decision. Jenny is engaging in
c. limited problem solving.
d. impulse buying.
e. intensive problem solving.
35. Kellogg's is introducing a new bran waffle for toasters. Television commercials will be a key element
in communicating the benefits associated with this product. Based on that decision, Kellogg's is
expecting consumers to engage in what form of problem solving?
a. Routinized response behavior
b. Limited problem solving
c. Extended problem solving
d. Impulse buying
e. Extensive response behavior
36. For which of the following products would a consumer most likely use limited problem solving?
a. Detergent
b. Toothpaste
c. Automobile
d. Hair dryer
e. Washing machine
37. Dave is an owner and manager of three apartment buildings in northern Minnesota. During an
exceptionally hot summer the temperatures soared and the toll on the window air conditioners was too
much. Seventeen of them have broken down already, and more are probably going to have to be
replaced. He has a total of seventy-five apartment units. Dave is now in the process of deciding how
to repair the air conditioning. Should he buy new window units for all the buildings, or should he
install central air conditioning? What type of decision is Dave facing?
a. situational involvement and extended problem solving
b. situational involvement and limited problem solving
c. enduring involvement and extended problem solving
d. enduring involvement and limited problem solving
e. external involvement and limited problem solving
ANS: A PTS: 1 DIF: Difficulty: Challenging
OBJ: LO: 07-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Strategy
38. Extended problem solving is the type of consumer problem-solving process that
a. involves no conscious planning but rather a powerful and persistent urge to buy
something.
b. is the most complex problem-solving behavior, which comes into play when a purchase
involves unfamiliar, expensive, or infrequently bought products.
c. requires a moderate amount of time for information gathering and search.
d. is the creation and maintenance of a collection of products that satisfy a person's needs and
wants.
e. requires very little search-and-decision effort and is practiced when buying low-cost and
frequently purchased products.
39. Which of the following products would probably require extended problem solving before a purchase?
a. Products purchased frequently
b. Products to be purchased in the future
c. Products that are purchased routinely
d. Expensive products
e. Products purchased as a result of social influences
ANS: D PTS: 1 DIF: Difficulty: Easy
40. Jose and Teresa are searching for an apartment. They will most likely engage in which one of the
following forms of problem solving?
a. Extended problem solving
b. Limited problem solving
c. Impulse buying
d. Routinized response behavior
e. Intensive response behavior
41. Tori went to Sam’s Wholesale Club to shop for a party she was hosting on the weekend. She knew that
she could buy larger quantities of food items than she normally did, and they would also be much less
expensive. She checked everything off her list and proceeded to the checkout lines. Passing a display
of fresh flowers, she thought “Wouldn’t those be nice for the party?” She selected one of the bouquets
and placed it in her cart. Tori has most likely engaged in ______ when selecting the food for her
party, and ____ when selecting the flowers.
a. limited problem solving; impulse buying.
b. routinized problem solving; impulse buying.
c. extended problem solving; compulsive response behavior.
d. limited problem solving; cognitive dissonance.
e. routinized problem solving; compulsive response behavior.
42. Marissa goes to Target to purchase school supplies for her two children. As she is approaching the
check-out counter, she sees a vase she just has to have and buys it immediately. Marissa's purchase of
the vase is an example of
a. limited problem solving.
b. impulse buying.
c. routinized response behavior.
d. addictive consumption.
e. situational involvement.
43. Beth Hines is buying furniture for her apartment for the first time. She is spending considerable time
and effort comparing the products that different stores offer. Which type of problem-solving process is
she using?
a. Selective
b. Intensive
c. Extended
d. Shopping
e. Routinized
44. Mark is shopping for a new suit to wear to an important interview. He really wants to impress his
prospective employer and is shopping at many stores to find the right outfit. Martin is using which
type of consumer problem-solving process?
a. Routinized response behavior
b. Habitual response
c. Information search
d. Extended problem solving
e. Intensive problem solving
45. The five major stages of the consumer buying decision process, in order, are
a. information search, establishment of product criteria, evaluation of alternatives, purchase,
and postpurchase evaluation
b. problem recognition, information search, evaluation of alternatives, purchase, and
postpurchase evaluation.
c. problem recognition, information search, evaluation of alternatives, postpurchase
evaluation and purchase.
d. information search, evaluation of alternatives, purchase, trial adoption period, and
postpurchase evaluation.
e. problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and
rebuy.
46. Which of the following statements about the consumer buying decision process is true?
a. Consumers progress through the five stages of this process for all limited problem-solving
decisions.
b. Although all of the steps in the process are used in all decision processes, the order tends
to depend on the customer's level of involvement.
c. The key element of the process that exists in all consumer buying decision processes is the
purchase of the product.
d. Once the purchase of a product has been made, the consumer buying decision process is
complete.
e. Consumers making limited problem-solving decisions may not go through all five steps of
the process.
ANS: E PTS: 1 DIF: Difficulty: Moderate
47. Problem recognition occurs when a consumer

a. searches for information to resolve a problem.
b. becomes aware that there is a difference between a desired state and an actual condition.
c. recognizes a need.
d. evaluates her or his purchase.
e. is exposed to a television advertisement.
48. When Julia goes to the first class of her Operations Management course, she finds out that in addition
to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of
the consumer buying decision process is Julia?
a. Purchase
b. Evaluation of alternatives
c. Problem recognition
d. Information search
e. Prepurchase evaluation
49. Stefanie is shopping for groceries at her local supermarket. As she picks up laundry detergent, she
sees the display of bathroom cleaners and remembers that she is about to run out of it at home.
Stefanie tries to remember the specific brand that she used last time, because she thought that was the
best in terms of performance and value. In terms of the consumer buying decision process, Stefanie’s
remembering that she was almost of bathroom cleaner is the ____ phase of the buying decision
process, where trying to remember what brand she last used was an example of the _____ phase.
a. problem recognition; internal information search.
b. problem recognition; evaluation of alternatives.
c. information search; postpurchase evaluation.
d. information search; evaluation of alternatives
e. problem recognition; postpurchase evaluation.
50. Within the information search step of the consumer buying decision process, what two primary aspects
exist?
a. Consideration sets and evoked sets
b. Personal information and non-personal information
c. Selective retention and selective distortion
d. Internal search and external search
e. Company-produced information and internal information
51. Jeff needs to buy his textbooks for the coming semester of college. It is only two weeks before the
first day of class, and he still has not made a purchase. Jeff wants to buy them somewhere other than
the bookstore since he is still living at his parents’ home and won’t be on campus until the day before
class. Jeff goes online and looks for sites that sell the textbook. Then he remembers that one of his
friends had said something earlier about finding the book for a great price. Jeff then calls his friend to
get the name of the site. In terms of Jeff’s buying decision process, his going online to look for sites
was part of _______, and his calling a friend was ______.
a. problem recognition; external search.
b. information search; internal informational search.
c. external information search; also external information search
d. internal information search; external information search.
e. external information search; internal information search.
ANS: C PTS: 1 DIF: Difficulty: Challenging
52. When Trevor realizes his liquor cabinet supply was devastated by last weekend's party, he first
retrieves information from his memory about what types of liquor he and his friends like most and then
asks the attractive clerk at the liquor store what she would recommend. Trevor started with a(n) ____
search and then progressed to a(n) ____ search.
a. consideration; evaluative
b. focused; broad
c. internal; external
d. routinized; extended
e. self; inclusive
53. When, in their information search, consumers focus on communication with friends and relatives, they
are utilizing ____ sources.
a. internal
b. personal
c. marketer-dominated
d. direct
e. organizational
54. In the consumer buying decision process, the information search stage
a. yields a group of brands that a buyer views as possible alternatives.
b. involves a buyer becoming aware of the need for a product.
c. is not necessary when the buyer is involved in extensive decision making.
d. occurs immediately after evaluation of alternatives.
e. is lengthy for routine response buying behavior.
55. During which stage of the consumer buying decision process does a consumer decide from which
seller he or she will buy the product?
a. Evaluation of alternatives
b. Information search
c. Source selection
d. Purchase
e. Problem recognition
OBJ: LO: 07-01 NAT: BUSPROG: Analytic STA: DISC: Marketing Plan
56. When shopping for detergent, Josh looks at Tide, Fresh Start, Surf, and All and chooses the one that is
on sale. These four brands make up his ____ set.
a. alternate
b. purchase
c. consideration
d. problem
e. imposed
57. In shopping for a new laptop computer for her masters degree program, Jocelyn has narrowed the
alternatives to four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four
brands make up Jocelyn's
a. awareness set.
b. evoked set.
c. framing set.
d. external search.
e. inert set.
58. A group of brands that a consumer views as alternatives for possible purchase is called a(n)
a. evoked set.
b. awareness set.
c. inert set.
d. evaluative group.
e. evaluation criteria.
59. Evaluative criteria for brands within the consideration set are both
a. selective and expansive.
b. objective and subjective.
c. internal and external.
d. extended and routinized.
e. perceptive and selective.
60. A customer shopping for a fax machine tells a salesperson that it is important for the fax machine to
have several attributes. It must use plain paper, be able to make copies, be compatible with all other
fax machines, and not require a separate phone line. The buyer has expressed his or her
a. framing characteristics.
b. service characteristics.
c. consideration set.
d. evaluative criteria.
e. information search criteria.
61. All of the following are marketer-dominated sources of information except

a. salespeople.
b. advertising.
c. packaging.
d. friends.
e. displays.
62. During the evaluation of alternatives stage of the consumer buying decision process, framing most
likely influences the decision process of ____ buyers.
a. younger
b. older
c. wealthier
d. veteran
e. inexperienced
63. After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy
and where he's going to buy them. In what stage of the consumer buying decision process is Eric?
a. Problem recognition
b. Information search
c. Evaluation of alternatives
d. Purchase
e. Postpurchase evaluation
64. Claire is beginning to wonder if she has made the right decision about purchasing a new HP Laptop
after she sees a friend with a new Dell. Claire’s doubt whether she made the right decision occurs
during the ___________ of the buying decision process.
a. cognitive dissonance phase.
b. purchase phase.
c. evaluation of alternatives phase.
d. information search phase.
e. postpurchase evaluation phase.
65. After purchasing a new Lexus, Brandon sees an Infinity pass by on the street and begins to wonder if
he made the right choice. Brandon is experiencing
a. problem recognition.
b. cognitive dissonance.
c. internal search.
d. alternative evaluation.
e. framing.
66. After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive
dissonance is
a. the congruence between external and internal searches for product information.
b. a function of the manner in which the manufacturer of the product describes its attributes.
c. dissatisfaction with the purchase.
d. the establishment of criteria for comparing products.
e. doubts that occur because the buyer questions whether the decision to purchase the
product was right.
67. The three major categories of influences on the consumer buying decision process are:
a. situational influences, demographic influences, and psychological influences.
b. social influences, situational influences, and marketer-dominated influences.
c. demographic influences, situational influences, and marketer-dominated influences.
d. situational influences, social influences, and psychological influences.
e. marketer-dominated influences, psychological influences, and person-specific influences.
68. The five categories of situational influences are:

a. product involvement level, physical surroundings, social surroundings, time perspective,
and purchase reason.
b. antecedent states, physical surroundings, social surroundings, time perspective, and space
dimensions.
c. social surroundings, physical surroundings, time pressures, purchase reason, and lifestyles.
d. purchase reason, time perspective, social surroundings, physical surroundings, and buyer's
momentary mood.
e. store atmosphere, location, aromas, sounds, and lighting.
69. Grant Turner makes an appointment to visit with a new dermatologist in town because of a recent bad
sunburn. When he arrives at the dermatologist's office, Grant notices a foul odor in the air, worn floor
coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the
other patients in the waiting room were talking about how much they liked the doctor. While Grant
viewed the dermatologist as competent, Grant decided not to visit him again even though the
dermatologist recommended a follow-up. Which situational influences are most likely to have affected
Grant's decision?
a. Social surroundings
b. Momentary mood
c. Antecedent states
d. Purchase reasons
e. Physical surroundings
70. Jessie is out with a group of friends this evening for dinner at a local restaurant and then a movie.
While the service at the restaurant was slow, and the food just ok, Jessie still had a great time and left
with a positive opinion of the restaurant experience. Jessie’s purchase decision was likely influenced
by ____.
a. Physical surroundings
b. Social surroundings
c. Purchase reasons
d. Buyer's momentary mood and condition
e. Pressures created by time factors
71. The primary psychological influences on consumer behavior are:

a. perception, motives, learning, attitudes, personality, and lifestyles.
b. attitudes, perception, retention, exposure, roles, and lifestyles.
c. attitudes, perception, social class, culture, and learning.
d. perception, motives, reference groups, social class, and personality.
e. lifestyles, personality, perception, motives, attitudes, and culture.
72. Perception is a three-step process that involves

a. motivation, personality, and attitudes.
b. classifying, recording, and eliminating information received through the senses.
c. collecting, eliminating, and organizing information inputs.
d. selecting, organizing, and interpreting information inputs.
e. anticipating, classifying, and discarding information inputs.
73. In the process of perception, individuals receive sensations through sight, sound, taste, smell, and
hearing. These sensations are called
a. selective inputs.
b. olfactory receptors.
c. information inputs.
d. perceptual motives.
e. psychological influences.
74. Selective exposure refers to

a. targeting only certain parts of the total market.
b. admitting only certain inputs into consciousness.
c. the circumstances or conditions that exist when a consumer is making a purchase decision.
d. the process of selecting, organizing, and interpreting information inputs to produce
meaning.
e. remembering inputs that support personal feelings and beliefs and forgetting those that do
not.
75. As Brianna walks to classes, she selects, organizes, and interprets the sensations she is receiving
through her sense organs. Brianna is experiencing the process of
a. exposure.
b. motivation.
c. learning.
d. attitude formation.
e. perception.
76. Antonio is in the market for a new car. He believes that lately there have been more car ads than usual
on TV. The need Antonio has is most likely driving which of the following phenomena?
a. perception.
b. selective exposure.
c. selective distortion.
77. Mario and his friend have been talking about their love of Bose headphones and speakers. Mario’s
friend mentions a consumer report that he read the week before that stated Bose products had higher
prices but lower quality than in previous years. Mario thought to himself that perhaps his friend had
misread the report, because Bose had always been the best. This perceptual process is known as
selective
a. exposure.
b. distortion.
c. retention.
d. information.
e. organization.
78. After certain inputs have been selected to reach an individual's awareness, the next step in the
perceptual process is perceptual
a. organization.
b. attention.
c. retention.
d. interpretation.
e. redefinition.
79. Monique reads through her emails containing advertisements for sweaters from H&M, purses from JC
Penney, and tennis shoes from Foot Locker. Later while at the mall, she remembers only the shoe ad,
thanks to the recent tear in her own Reeboks. Monique has engaged in selective
a. distortion.
b. exposure.
c. analysis.
d. retention.
e. organization.
80. When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or
statement. This principle is called
a. interpretation.
b. completion.
c. distortion.
d. closure.
e. linking.
81. Assignment of meaning to organized information inputs is called

a. motivation.
b. redefinition.
c. learning.
d. interpretation.
e. selection.
82. A salesperson at Best Buy tells Donovan that the Sony Notebook is one of the most reliable computer
notebooks ever made. Donovan, however, has just heard about a second Sony recall for this model
because of overheating. If Donovan engages in selective distortion, his most likely response will be to
a. buy the Sony.
b. forget the information from the salesperson.
c. ignore the recall as a fluke.
d. focus on positive aspects of the Sony.
e. cease shopping for a computer notebook at this time.
ANS: B PTS: 1 DIF: Difficulty: Challenging
83. Consumers tend to remember information inputs that support their feelings and beliefs and forget
inputs that do not. This is known as selective
a. exposure.
b. distortion.
c. retention.
d. information.
e. organization.
84. Which of the following statements about how a consumer organizes inputs that reach awareness is
most accurate?
a. Inputs are organized by individuals to produce meaning, and this organizational process is
usually a slow one.
b. Organization of information inputs is not always needed to produce meaning.
c. Inputs that reach awareness are organized and interpreted in much the same way by all
consumers.
d. Because a person interprets information in terms of what is familiar, only one
interpretation of organized inputs is possible.
e. Inputs that reach awareness are organized to produce meaning, and this meaning is
interpreted in light of what is familiar to the individual.
85. Buyers' actions are affected by one or more internal energizing forces geared toward satisfying needs,
which are called
a. motives.
b. lifestyles.
c. perceptions.
d. attitudes.
e. traits.
86. Maslow's hierarchy of needs refers to the five levels of needs that humans seek to satisfy, from most to
least important. These needs, in order from most to least important are
a. psychological, physiological, safety, social, and esteem.
b. physiological, safety, esteem, social, and self-actualization.
c. physiological, psychological, safety, social, and esteem.
d. physiological, safety, social, and esteem, self-actualization.
e. physiological, esteem, safety, self-actualization, and psychological.
87. According to Maslow's hierarchy of needs,

a. individuals simultaneously try to satisfy all five levels of needs.
b. self-actualization needs are the most important needs to be met for most individuals.
c. individuals first address needs at the top of the pyramid and then move down to the lower
level needs.
d. levels of needs are different for everyone, and we all try to satisfy them in a different
order.
e. individuals first satisfy the most basic needs and then try to fulfill needs at the next level
up.
88. Shortly after moving into their new home, Mark and Katherine Gould purchase and install smoke
detectors and an alarm system. The Goulds are concerned about fulfilling their need for
a. survival.
b. safety.
c. self-actualization.
d. esteem.
e. belonging.
89. Jana now feels that her teeth are not white enough after seeing advertisements for whitening
toothpaste. Marketers promote these brands based on ____ needs, appealing to sex appeal.
a. physiological
b. esteem
c. self-actualization
d. psychological
e. social
90. People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____
needs.
a. ego
b. esteem
c. self-actualization
d. social
e. safety
91. The U.S. Army recruits soldiers based on the slogan, "An army of one," implying that people can
reach their full personal potential in the U.S. Army. This is an appeal to what need according to
Maslow's hierarchy of needs?
a. Safety
b. Esteem
c. Self-actualization
d. Physiological
e. Social
92. Psychological influences that determine where a person purchases products on a regular basis are
called
a. convenience responses.
b. patronage motives.
c. shopping motives.
d. pattern responses.
e. routine decisions.
93. Luis likes shopping at Stein Mart, a discount department store, because he likes the prices, products,
and services the store provides. His selection of this store as a regular stop when shopping is
influenced by ____ motives.
a. self-concept
b. self-image
c. projective
d. depth
e. patronage
94. Salina is shopping for low-calorie frozen dinners to take to work for lunch. Salina has always been
mindful of the total calories and the number of fat grams in these dinners. However, after reading an
article about the high sodium counts in frozen meals and the maximum grams of sodium a woman
should eat daily, she now pays attention to the sodium as well. The changes in Salina’s thought
processes and behavior caused by this information is called
a. learning.
b. attitude formation.
c. patronage motives.
d. personality.
e. motivation.
95. Marketers often provide consumers with experience to their products, including free samples and trial
offers, to facilitate consumer
a. patronage motives.
b. attitudes.
c. perception.
d. distortion.
e. learning.
96. An attitude is
a. an internal trait that makes a person unique.
b. a set of actions that a person in a particular position is supposed to perform.
c. a competence in performing activities.
d. a person's behavior caused by information and experience.
e. one's evaluation, feelings, and behavioral tendencies toward an object or idea.
97. Having used both Secret and Sure deodorants, Annette feels that Secret is a good product and the one
that best meets her needs. She has formed a(n) ____ about Secret.
a. motive
b. consideration set
c. cognition
d. attitude
e. self-concept
98. Cognitive, affective, and behavioral are the three major components of
a. self-concept.
b. motives.
c. lifestyles.
d. consumer socialization.
e. attitudes.
99. What consumer research method consists of a series of adjectives, phrases, or sentences regarding an
object, with subjects indicating the intensity of their feelings toward this object by reacting to these
adjectives, phrases, or sentences?
a. Projective specification
b. Patronage clarification
c. Group interview
d. Attitude scale
e. Depth interview
100. Melanie prefers to shop at Target for most of her household needs even though the same products and
brands are available at Kmart. She prefers the service, location, and friendliness of the employees at
Target. Melanie's reasons that influence her decision to shop at Target are called
a. social needs.
b. learning processes.
c. patronage motives.
d. product attitudes.
e. retailer attitudes.
101. An attitude scale measures the

a. strength of a buyer's need for a product.
b. buyer's level of information about a product.
c. amount of experience the buyer has had with the product.
d. intensity of a buyer's feelings toward a certain object.
e. intensity of a buyer's desire for the product.
102. Changing people's attitudes toward a firm and its marketing program is
a. simple when advertisements are used.
b. impossible, even if the firm uses advertisements.
c. a long, expensive, and difficult task that may require extensive advertising campaigns.
d. unnecessary, since consumer attitudes are of little importance.
e. rarely attempted through the use of marketing practice.
103. The results of many studies have been inconclusive regarding the association between buyer behavior
and
a. personality.
b. perception.
c. motives.
d. social class.
e. learning.
104. Hereditary characteristics combined with personal experiences that together make an individual unique
form one's
a. self-concept.
b. attitudes.
c. lifestyle.
d. personality.
e. role.
105. The development of a person's self-concept is a function of

a. learning.
b. psychological and social factors.
c. reference groups and opinion leaders.
d. roles and family influences.
e. subcultures.
106. Shane spends most of his free time participating in extreme sports and traveling to exotic locations
with a group of close friends who share his interests and opinions about most things. This is a
description of Shane's
a. self-concept.
b. lifestyle.
c. personality.
d. attitudes.
e. role.
107. A consumer's buying decisions are affected in part by the people around him or her. Such people and
the forces they exert on an individual buyer are called
a. motivational influences.
b. social influences.
c. roles.
d. personality influences.
e. cultural influences.
108. Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for the local
parent/teacher organization and a coach for her daughter’s soccer team. The actions and activities
associated with each of these positions constitute Carla’s
a. personality.
b. role.
c. motives.
d. beliefs.
e. lifestyle.
109. Jonathan is torn between buying a new swing set for his kids and buying a new set of Ping golf clubs
for himself. Jonathan is experiencing
a. attitude formation.
b. belief assessment.
c. role inconsistency.
e. personality.
110. The forces that other people exert on one's buying behavior are called social influences. These come
from reference groups and opinion leaders, social classes, culture and subcultures, roles, and
a. ethnic heritage.
b. personality.
c. attitudes.
d. perception.
e. family.
111. Shaun is going shopping with his dad to buy his first baseball glove for Little League. He listens to his
dad talk to the salesperson at the sporting goods store, watches him examine the stitching in the glove
and then rub his finger over the leather palm. Shaun's observations are part of his
a. consumer development.
b. attitude development.
c. purchasing evaluation.
d. consumer socialization.
e. consumer attitude.
112. Children often achieve ____ by observing parents and older siblings in purchase situations and then
through their own purchase experiences.
a. consumer socialization
b. personality
c. role identification
d. social class
e. attitude formation
113. Jennifer is interested in joining Kappa Lambda Iota sorority. She begins to shop at Sarah's, a local
store where the Kappas buy their clothes. She also asks her family for a new car because all the
sorority members have new cars. In these instances, Jennifer is influenced by
a. personality.
b. a reference group.
c. a consideration set.
d. a knowledge base.
e. a role conflict.
114. The three major types of reference groups are:

a. membership, aspirational, and advocacy.
b. advocacy, avoidance, and approach.
c. aspirational, disassociative, and membership.
d. actual, implied, and desired.
e. family, peer group, and media.
115. Marketers who attempt to use reference-group influence in advertisements are most likely to succeed
when messages indicate that
a. people in a specific group buy the product and are highly satisfied by it.
b. reference groups should be of little concern to the consumer.
c. reference groups are "in" and everyone should belong to at least one.
d. all products and brands are influenced by reference groups.
e. people in a specific group have tried the product and dislike it.
116. Stuart’s little brother Kyle joined the boy scouts recently. Stuart notices that in addition to wearing the
boy scout uniform, Kyle has been better about keeping his everyday clothes neat and clean, has been
searching online for camping gear, and has become interested in “green” products. Stuart believes that
the boy scouts are now a reference group for Kyle because he
a. has taken on many of the values, attitudes, or behaviors of group members.
b. became a formal member of the group.
c. became familiar with the group's activities.
d. looked for information from members of the group regarding buying decisions.
e. can not control his involvement with the group.
117. Which one of the following is most likely to be a product for which both the purchasing decision and
the brand decision are strongly influenced by reference groups?
a. Canned peaches
b. Instant coffee
c. Jeans
d. Furniture
e. Soap
118. An opinion leader is likely to be most effective under all of the following conditions except when the
a. follower has high product involvement.
b. follower has low product knowledge.
c. follower has values and attitudes similar to the opinion leader.
d. product details are numerous and complicated.
e. follower has attitudes and values that are different from those of the opinion leader.
119. Katie is buying her first car and has narrowed her choices down to a Honda Civic, a Toyota Prius, or a
Volkswagen Jetta. Katie goes on-line and posts questions to others who have experience with any of
these cars, asking for reviews. Katie is most likely
a. using a blog.
b. an opinion leader.
c. using her reference groups for information.
d. experiencing enduring involvement.
e. exerting social influence.
120. Which of the following statements regarding social class is true?

a. A social class is a closed aggregate of people with similar social ranking.
b. The criteria used to group people into social classes do not vary from one culture to
another.
c. A social class is an open aggregate of people with similar social ranking.
d. A social class is a ranking of people by other members of society into positions of social
respect.
e. A social class is an open aggregate of people with different social rankings.
121. An open aggregate of people with similar social ranking is referred to as a
a. reference group.
b. social class.
c. role.
d. caste.
e. subculture.
122. Our society uses many factors, including occupation, educational level, income, wealth, religion, race,
ethnic group, and possessions, to group people into
a. family types.
b. geographic regions.
c. reference groups.
d. social classes.
e. attitudinal segments.
123. According to Coleman's major social class categories, which of the following social classes in our
culture has these characteristics: lives in well-kept neighborhoods, likes fashionable items, and is often
found in management positions?
a. Lower class
b. Upper class
c. Middle class
d. Working class
e. First class
124. Referring to Coleman’s major social class categories, the social class in our society that favors
prestigious schooling, neighborhoods, and brands is the
a. upper class.
b. middle class.
c. upper-lower class.
d. working class.
e. lower class.
125. The _____, of Coleman's social class categories, includes approximately 40 percent of the population,
shops for bargains, and buys sports and recreational equipment.
a. upper class.
b. middle class.
c. first class.
d. working class.
e. lower class.
126. A culture can be divided into subcultures according to

a. personality characteristics of individuals in that culture.
b. motives that members of that cultural group have for their behavior.
c. geographic regions or human characteristics, such as age or ethnic background.
d. income levels.
e. information to which consumers allow themselves to be exposed.
127. Market researchers for a local bakery determined that Jewish people consume 63 percent of the portion
of bagels sold in New York City. This is an example of ____ influence on consumer buying decision
processes.
a. demographic
b. situational
c. subcultural
d. role
e. social class
128. Which American subculture spends the highest proportion of its income on utilities, footwear,
children's apparel, groceries, and housing?
a. Native Americans
b. Hispanics
c. African Americans
d. Asian Americans
e. Americans over 65 years of age
OBJ: LO: 07-05 NAT: BUSPROG: Analytic | BUSPROG: Diversity
STA: DISC: Customer KEY: Bloom's: Knowledge
129. Which of the following is the fastest growing, most affluent subculture in the United States?
a. African Americans
b. Hispanics
c. Asian Americans
d. Native Americans
e. Italian Americans
Scenario 7.1
Use the following to answer the questions.
Consumers use information from many sources when making purchasing decisions, including
information from friends and family members. One of the most dissatisfying consumer experiences is
with auto repair. Aware of this, Kate has asked several of her friends and family members where they
have their cars repaired, since she has experienced a problem starting her car when the weather is cold.
Kate has heard that Skola's Auto Repair has reasonable prices, but it can be difficult to get an
appointment. Steve, one of Kate’s friends, had a very poor experience with Skola's. However, once
he complained to them, they fixed the situation and now he prefers their auto repair shop over others.
130. Refer to Scenario 7.1. The type of problem solving that Kate is using to select an auto repair shop
would be
a. intensive problem solving.
c. routinized response behavior.
d. selective problem solving.
e. limited problem solving.
131. Refer to Scenario 7.1. A dissatisfied Skola's Auto Repair customer told a friend about his experience.
The friend has been a long-time Skola's customer and the next day, didn't remember what he told her.
This is an example of
a. perceptive perception.
b. selective exposure.
c. selective distortion.
d. receptive exposure.
ANS: E PTS: 1 DIF: Difficulty: Challenging
132. Refer to Scenario 7.1. The change in Steve's behavior toward Skola's Auto Repair, caused by the
company's response to his complaint, is a function of
a. perception.
b. motivation.
c. attitudes.
d. learning.
e. influence.
133. Refer to Scenario 7.1. Positive feelings generated by satisfaction with Skola's response will become
part of Steve's
a. consideration set.
b. motives.
c. selective retention.
d. response.
e. attitude.
Scenario 7.2
Use the following to answer the questions.
Both the Toyota Sienna and the Nissan Quest were very popular choices for family vans. Toyota
noticed that the majority of its customers were families with 3 or more children, and so they developed
commercials that featured larger families. They also produced commercials that featured Hispanic-
looking actors and for some markets, in Spanish. Alicia Desario and her husband were currently
shopping for a van for their family. As Alicia listened to an advertisement on the television about the
Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas mileage of about 17 mpg.
She recalled an earlier ad for the Toyota Sienna, that also cost about $27,000, but had gas mileage of
about 21 mpg. She also liked the way the family was portrayed in the Toyota ad, showing the children
in the back seats having plenty of room, watching the DVD players, and having their own sound
controls. When she spoke to Carlos, her husband, about how much she liked the Toyota van, he replied
that it had too low of gas mileage at only 16 mpg. Since Alicia didn't agree with that number, he
produced a magazine ad that supported his claim of the 16 mpg for the Toyota. Alicia couldn't believe
that she had made such an error in hearing what the gas mileage was for the Toyota and the Nissan.
134. Refer to Scenario 7.2. The fact that Alicia had remembered the gas mileage of the Toyota Sienna
incorrectly is most likely an example of
a. selective expression.
b. selective retention.
c. perceptual extension.
d. perceptual bias.
e. selective distortion.
135. Refer to Scenario 7.2. Carlos' knowledge of the correct gas mileage is an example of the ____
component of his attitude toward the Toyota, while Alicia's feelings about the children in the
commercial being happy in the Toyota van were an example of the ____ component of her attitude.
a. cognitive; affective
b. cognitive; behavioral
c. affective; cognitive
d. affective; behavioral
e. behavioral; affective
OBJ: LO: 07-04 NAT: BUSPROG: Diversity STA: DISC: Customer
136. Refer to Scenario 7.2. Toyota's production of commercials that featured Hispanic actors and the
Spanish language is an example of marketing to
a. cultural self-concepts.
b. social classes.
c. subcultures.
d. roles.
e. social strata.
STA: DISC: Customer | DISC: Strategy KEY: Bloom's: Application
137. Refer to Scenario 7.2. Since Alicia and Carlos were using gas mileage as one of their evaluative
criteria, they are most likely in the ____ phase of the consumer buying process.
a. problem recognition
b. external search
c. evaluation of alternatives
d. purchase
e. post-purchase
TRUE/FALSE
138. A consumer market consists of buyers intending to use the product with the main purpose of making a
profit.
ANS: F PTS: 1 DIF: Difficulty: Easy

139. Buying behavior refers to the decision processes and acts of people involved in buying and using
products.
ANS: T PTS: 1 DIF: Difficulty: Easy

140. Marketers should view customers as problem solvers.

141. If a person's interest in the product category is ongoing and long term, it is referred to as situational
involvement.

142. Involvement that is temporary and results from a specific set of circumstances is called situational
involvement.

143. Involvement level is one factor that affects a consumer's selection of a type of problem-solving
process.
144. High involvement products tend to be those that are expensive and visible to others.

OBJ: LO: 07-02 NAT: BUSPROG: Analytic STA: DISC: Product
145. Limited problem solving is used when purchasing frequently bought, low-cost items needing very little
decision effort.

146. Extended problem solving is used when unfamiliar, expensive, or infrequently purchased products are
bought.

147. When making habitual purchases, a consumer uses extensive problem solving.

148. The actual act of purchase is the second stage of the consumer buying decision process.

149. Once initiated, the consumer buying decision process always leads to a purchase.

150. Problem recognition speed can vary from quite rapid to very slow.

151. An information search, once completed, should identify for the buyer the one brand that he or she
views as the best alternative.

152. When evaluating the alternatives, the buyer rates and eventually ranks the brands in the consideration
set.

153. The evaluative criteria are objective but not subjective product characteristics that are important to a
specific buyer when purchasing a product.

154. A marketer's use of framing can make a product characteristic seem more important to a consumer and
can facilitate its recall from memory.

155. During the evaluation of alternatives stage of the consumer buying decision process, the buyer selects
the seller from whom he or she will purchase the product.
ANS: F PTS: 1 DIF: Difficulty: Moderate

156. The terms of sale (price, delivery, credit arrangements) are negotiated during the evaluation of
alternatives stage of the consumer decision-making process.

157. Some of the criteria used in the evaluation of alternatives stage of the consumer buying decision
process are also used during the postpurchase evaluation stage.

158. Product availability plays a major role in the purchase stage. If the highest-ranked product is
unavailable, the consumer will most likely purchase the brand ranked second.

159. The choice of a seller may actually affect the final product selection during the purchase stage of the
consumer buying decision process.
160. Dissatisfaction may occur shortly after a purchase; this is called cognitive dissatisfaction.

161. Situational influences generally have the greatest influence during the initial stage of the consumer
buying decision process.

162. There are situational influences that cannot be controlled.

163. Situational influences can be classified into five different categories including physical surroundings,
social surroundings, personality, purchase reason, and time perspective.

164. Situational influences would likely not affect a high school senior searching for a college or university
to attend.

165. An electronics store puts a large screen TV, wired for surround sound, in a quiet corner of the store
with couches and a rug, and plays a recently released movie. These actions give the display the look of
a family room or den. The store is using the physical surroundings as a way to influence purchase
decisions.
ANS: T PTS: 1 DIF: Difficulty: Moderate

166. Social surroundings during the purchase decision do not include the presence of a salesperson.

167. Time dimensions on the buying decision include how long it may take to become knowledgeable about
a product.
168. The time that a buyer has to make a purchase decision is a situational influence.

169. Psychological influences operate within individuals to determine, in part, their behavior as consumers.

170. Perception is a process in which an individual selects, organizes, and interprets information received
through the sense organs.

171. A person receives information inputs through the senses.

172. A major part of perception involves information processing.

173. The phenomenon of selective exposure is associated with perception.

174. An information input is less likely to reach awareness if it is related to an event that the person is
anticipating.

175. If an information input is useful in satisfying a person's current needs, it is more likely to reach
awareness.

176. When a buyer receives information that is inconsistent with his or her beliefs, the buyer may distort the
information to bring it more in line with those beliefs.

177. Information inputs that reach awareness are received in an organized form.

178. Marketers can control the perception of potential buyers.

179. A consumer may receive a marketer's information and perceive it differently from the way the
marketer intended.

180. A buyer's actions at any point in time are affected by one major motive.

181. Motives can affect the direction and intensity of behavior.

182. At a single point in time, a person's motives are all of equal strength.

183. In Maslow's hierarchy of needs, the most fundamental need is safety.

184. Maslow's hierarchy of needs is an explanation of how motives operate.
185. Motives include knowledge and positive or negative feelings about an object.

186. Ads for beauty products often suggest that purchasing these products will bring love, helping to fulfill
one's needs for love and affection.

187. Patronage motives influence where one purchases products on a regular basis.

188. Motives always operate at a conscious level.

189. Although marketers may attempt to influence what a consumer learns, their attempts are seldom fully
successful.

190. Learning associated with purchase behavior is not particularly affected by reinforcement.

191. By giving out free samples, a marketer is trying to influence the direct experiences of consumers even
before they purchase products.

192. An attitude consists of one's evaluation feelings and behavioral tendencies toward an object or idea.

193. Just as attitudes are learned, they can be changed.

194. An attitude scale is useful in helping to measure the intensity of feelings.

195. Marketers may try to change consumers' attitudes toward a product if they feel that a significant
number of consumers have strong negative attitudes toward it.

196. One's personality is a set of internal traits and distinct behavioral tendencies that result in consistent
patterns of behavior in certain situations.

197. There is strong research evidence that personality characteristics are major determinants of purchasing
power.

198. A person's self-concept may affect whether the person buys a product in a particular product category,
but it has little impact on brand selection.

199. Consumers' buying decisions are not affected by other people.

200. A role consists of a set of actions and activities that a person in a particular position is expected to
perform.

201. Family influences are not directly related to purchasing decisions.
202. Consumer socialization is the process through which a person acquires the knowledge and skills to
function as a consumer.

203. Consumers' purchasing decisions and brand decisions may be influenced strongly by reference groups.

204. A reference group acts as a point of comparison and as a source of information for an individual.

205. When a product is a conspicuous one, reference-group influence is more likely to affect the brand
decision.

206. Jon's colleagues at work want to take a skiing trip. Jon grew up in Colorado and learned to ski as a
young child so the group consults him about the best slopes and ski gear needed for the trip. Jon's role
is that of an opinion leader.

207. An opinion leader provides information and is viewed as an authority on many spheres of interest for
reference-group participants.

208. Income is the key factor in determining a person's social class.

209. A social class is a closed aggregate of individuals with similar social ranking.
210. Social classes are referred to as open aggregates of individuals because people can move into and out
of them.

211. The criteria used to group people into classes are basically the same in all societies.

212. Expecting ethical business behavior reflects our culture.

OBJ: LO: 07-05 NAT: BUSPROG: Analytic | BUSPROG: Ethics
213. The values, knowledge, beliefs, customs, objects, and concepts of a society affect how people make
purchasing decisions.

214. Changes in culture do not affect product development.

STA: DISC: Product KEY: Bloom's: Knowledge
215. The values, needs, interests, shopping patterns, and buying habits of various subcultures must be
considered if a business wants to succeed.

STA: DISC: Strategy KEY: Bloom's: Knowledge
216. A consumer belongs to only one subculture.

217. Not all the behavioral patterns and values attributed to specific subcultures apply to every member of
that specific subculture.

218. Marketers must consider the different nationalities represented within the Hispanic and Asian-
American subcultures because of the unique culture, history, and buying patterns of each ethnic group.

STA: DISC: Strategy | DISC: Customer KEY: Bloom's: Comprehension
219. Asian Americans are the fastest growing and most affluent U.S. subculture, but with respect to buying
behavior, Asians are generally not willing to pay more for distinct, well-known brands.

STA: DISC: Customer KEY: Bloom's: Comprehension
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class of the Jews of Warsaw. While the masses of the nation, cut-off
from all but commercial intercourse with their Christian neighbours,
live huddled together in separate quarters, fed on the traditions of
the past, and observing, in dress, diet and deportment, the
ordinances of the Talmud in all their ancient strictness, a small
minority of their cultured brethren has overstepped the narrow limits
of orthodox Judaism and identified itself in all things, save creed,
with the Poles, whose national aspirations it shares and with whom it
does not even shrink from intermarrying occasionally. But this
reconciliation is confined to that infinitesimal class which, thanks to
its wealth, is free from persecution, and in temperament, sentiment,
and ideas belongs to the most advanced section of Occidental Jews
rather than to the Jewry of Eastern Europe. Besides, it is a
reconciliation strenuously opposed by the Russian authorities which,
while inciting the Poles against the Jews, encourage the Jews to
cling to their exclusiveness and to resist all Polish national
aspirations as alien to them.
Yet, in spite of all disabilities, and as though in quiet mockery of
them, the Russian Jews contrive not only to exist, but, in some
degree, to prosper. Their skill, their sobriety, their industry, their
indomitable patience, their reciprocity, and their cunning—all
fostered by the persecution of centuries—enable them to hold their
own in the struggle, and to evade many of the regulations which are
intended to bring about their extinction. They often obtain a tacit
permission to live in various trading places beyond the “pale,” and in
many villages in which they have no legal right of residence.
Vocations forbidden by law are pursued by the connivance of corrupt
officials, and the despised outcasts frequently succeed in amassing
large fortunes as merchants or contractors, by the practice of
medicine, or at the Bar, or in earning a respectable livelihood as
professors and authors, and even as Government servants!
Even culture is not allowed to die out. National enthusiasm,
fomented by persecution, and denied political self-expression, finds
an outlet in literature. In spite of the State, the Church, and the
Synagogue, the darkness of the Russian ghetto is illumined by gifted
writers in prose and verse, like Perez, Abramovitch, Spektor,
Goldfaden, and others, who have invested the debased Yiddish
jargon of the Russian Jew with the dignity of their own genius, and
have produced a literature popular in form as well as in sentiment—a
literature which reflects with wonderful vividness and fidelity the
humour and the sadness of Russian life, and under a different guise
carries on Mendelssohn’s educational mission. In addition to these
original works, there is a vast activity in every department of foreign
literature and science, including translations from many European
languages, and a vigorous periodical press which disseminates the
products of Western thought among the masses of the ghetto. So
that the Russian Jew has access, through his own Yiddish, not only
to works of native creation, but also to the most popular of foreign
books, great and otherwise: from Goethe’s Faust and Shakespeare’s
Hamlet to Sir A. Conan Doyle’s Adventures of Sherlock Holmes.
Side by side with these efforts to foster the Yiddish element
proceeds a movement on behalf of the Hebrew element, while the
upper classes of Polish Jews are actively promoting Polish culture
among their poorer Yiddish-speaking brethren. All these movements,
whether conducted on parallel or on mutually antagonistic lines,
supply sure evidence of one thing—the vitality of the Russian Jewry.
This success, however, while affording consolation to the
sufferers, fans the aversion of the persecutors and spurs the
Government to a periodical renewal of the measures of coercion. It is
acknowledged that, under fair conditions, the Russian Jew, owing to
his superior intelligence, versatility, perseverance, and temperance,
would in a few years beat the Russian Christian in every field of
activity. Hence it is the Russian Christian’s interest and resolve to
crush him. This resolve is cynically avowed by Russians of the
highest rank. The late M. De Plehve, Minister of the Interior, in an
audience granted to a deputation of Jews in April, 1904, confessed
with amazing candour that the barbarous treatment of their race was
dictated by no other reason than its superiority over the Russian.
“You are a superior race,” said the Minister. “Therefore, if free
entrance to the High Schools were to be accorded to you, you would
attain, although through worthy and honest means, too much power.
It is not just that the minority should overrule the majority.” He then
proceeded to inform his hearers that he held the Jews responsible
for the revolutionary agitation in the Empire and for the murders of
Imperial functionaries, concluding with a warning and a threat, and
dismissing them with the assurance, “You need not count on
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obtaining equal rights with the Christian population.”
The eternal feud found another tragic and characteristic
expression on a large scale in the spring of 1903. It was Easter Day.
The good Christian folk of Kishineff, the capital city of Bessarabia,
had been to church where they had heard the glad tidings of their
Lord’s resurrection, had joined in the hymn of triumph, and then had
greeted one another with the kiss of brotherly love and the
salutation, “Christ is risen!” “He is risen, indeed!” Directly after, they
fell upon their fellow-citizens—whose ancestors crucified Christ
nineteen hundred years ago. The Jewish colony was sacked, many
Jews were slaughtered without distinction of sex or age, and their
dwellings, as well as their shops, were looted. Soldiers were seen
helping the rioters in the work of destruction and carrying off their
share of the spoils.
Like its predecessors, this outrage excited profound indignation
in many parts of the civilised world. Protests were raised in France,
in the United States of America, and in Australia. At Melbourne there
was held a crowded meeting, presided over by the Lord Mayor, and
the Anglican Bishop of the city moved a resolution, which was
unanimously carried, expressing “the meeting’s abhorrence of the
merciless outrages committed upon the Kishineff Jews, including
helpless women and children,” and the hope “that the Russian
Government would take effectual measures to prevent the repetition
of crimes which were a stain on humanity at large.” The Catholic
Archbishop of Melbourne moved that the resolution be transmitted to
the Lord Mayor of London. Similar resolutions were adopted at
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meetings held in Sydney. In London mass meetings were held at
Mile-end and Hyde Park, where thousands of Jews with their women
and children assembled to record their horror at the massacre of
their Russian brethren, in their various tongues—Russian, German,
Yiddish, French, Italian, and English. All the speakers agreed in
tracing the outrages to the instigation or the encouragement of the
Russian Government. The second meeting embodied its sentiments
in the following terms:
“The meeting expresses: (1) Its deep sympathy with all the
sufferers from the riots at Kishineff, and its condolence with the
relatives of the victims. (2) Its admiration for all those who, without
distinction of nationality or creed, risked their lives in defending the
helpless Jewish population. (3) Its indignation at, and abhorrence of,
the conduct of the Russian Government, which, in order to intimidate
the revolutionary forces of the people, failed to take steps to prevent
the cowardly massacre of innocent men, women, and children. (4) Its
belief that only the development of a powerful working-class
movement in Russia can prevent the repetition of similar atrocities.
This meeting also sends fraternal encouragement to all who are
working for the overthrow of the present régime and the advent of
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Socialism in Russia.”
The conviction that the massacre was due to the direct
inspiration of the Russian Government was shared by others than
the Jews. Dr. Barth, the German Radical Leader, published in Die
Nation, a Berlin weekly journal, an unsigned paper, stated to be from
the pen of a Russian occupying a high position, in which the writer
says:
“M. Plehve, Minister of the Interior, is directly responsible for the
Kishineff massacre. He is a patron of M. Kruschevan, the editor of
the anti-Semite paper Bessarabets, and has even granted him a
subsidy of 25,000 roubles to conduct a second anti-Semite organ at
St. Petersburg called the Znamya. M. Plehve desired to increase the
subsidy, but M. Witte, the Minister of Finances, intervened. M.
Kruschevan then, thanks to M. Plehve’s patronage, was enabled to
draw money from the National Bank without security.”
After asserting that General von Raaben, the Governor of
Bessarabia, did nothing to avert or stop the rioting, while M.
Ostragoff, the Vice-Governor, was actually at the same time a
contributor to the Bessarabets, and also the censor, the writer
proceeds: “M. Plehve desires to divert Christians from their own
grievances, so he conducts a campaign of Jew-baiting. The Czar
was indignant when he heard of the massacre. He wished to send
an aide-de-camp to report on the matter, but M. Plehve managed to
dissuade his Majesty, and sent instead M. Kopuchin, one of his
creatures, who drew up a mild report, which M. Plehve further
doctored before submitting to the Czar.”
Summing up, the writer says; “The Kishineff massacre has
nothing to do with revolutionary tendencies. It is simply the result of
systematic Jew-baiting, organised by M. Plehve, whose position is
still unshaken, and who holds the Czar under his thumb by working
upon his feelings and persuading him that the country is
honeycombed with revolution and anarchy. No change is possible
until M. Plehve has ceased to have the ear of the Czar. Further anti-
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Semitic disturbances are probable.”
An American diplomatist endorses the statement that M. De
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Plehve was really responsible for the massacre, while a Russian
Prince affirms that the instigators of the massacre, such as the
Moldavian Kruschevan, editor of the Bessarabets, “were under the
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personal protection of the Minister.”
Despite the efforts of the Russian Government to represent the
brutal outrage as due solely to a spontaneous explosion of popular
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fury arising from “national, religious, and economic hatred,”
certain facts which came to light during the mock trial, held towards
the end of that year in the very scene of the massacre, seem to
prove that, though such hatred did exist, the spark which set the
mine on fire was not of popular origin. The passions of the people
had been carefully inflamed by a pamphlet entitled Who is to blame?
—the work of an anti-Semitic agitator of the name of Pronin, who
was in relations with the proprietor of the Novoe Vremya, the
eloquent exponent of Panslavism. But that was not all. Though
special envoys of the Ministry of Justice and the Ministry of the
Interior kept a watchful eye on the course of the proceedings; though
the Court exerted itself to prevent the production of undesirable
evidence; and though, in true mediaeval fashion, an attempt was
made to lay the blame for the crime on the shoulders of the victims—
by stories of a Jew’s assault on a Christian woman, of the
desecration of churches and the murder of priests—yet the evidence
given, even under such conditions, without absolving the populace,
tends to establish the deliberate connivance, not to say the
complicity, of the Government.
A Christian ex-mayor of the city and another respectable citizen
of Kishineff both declared that, in their opinion, the contemptuous
and intolerant attitude of the Christian population towards the Jews is
due to the special legislation to which the latter are subjected. The
ex-mayor further stated that throughout the riots the police and
military authorities refused to intervene on behalf of the victims. The
administrator of the properties of the monasteries in Bessarabia and
two other witnesses deposed that they had repeatedly appealed to
the police to protect the Jews, but in vain. A Jew, whose son had
been butchered before his eyes, testified that he had fallen at the
feet of a police officer and, leading him to the spot where the bodies
of his son and another man were lying in pools of blood, had
besought him, with tears in his eyes, to shield the survivors. The
officer did not raise a finger in their defence. Several policemen also
confessed that, on asking for orders from their superiors, the answer
they had received was, “Let the Jews help themselves; we cannot
help them.” General Beckmann deposed that at the commencement
of the riots he had at his disposal a force amply sufficient to quell the
disturbance, but he received no orders to act. “It was only,” he said,
“when the Governor grew alarmed for the safety of the Christian
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population that he took measures to allay the fury of the mob.”
The myth of Jewish provocation was also disposed of by a police
officer, who stated that, when the outbreak occurred, there was not a
single Jew in the square in which the outrage was alleged to have
taken place. To conclude, “evidence was given by physicians and
others as to the mutilation of the bodies of murdered Jews, and two
priests of the Orthodox Church testified that the report that the Jews
had desecrated a church and murdered a priest was absolutely
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without foundation.”
And the punishment for this wholesale assassination of a
harmless and defenceless population?
Two men, convicted of murder, were sentenced to seven and
five years’ penal servitude respectively.
Twenty-two others to periods of imprisonment, ranging from one
to two years, and one to six months.
Forty-eight civil actions for damages that were brought against
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the accused were all dismissed.
Even Richard the Crusader did better in 1189.
One luminous spot in the gloomy picture is the action of the
Eastern Church. Not only did the priests and monks of Bessarabia
exculpate the Jews from all provocation of the massacre, but even
Father John of Kronstadt publicly condemned the dastardly crime of
his co-religionists.
The only genuine result of the trial and of the revelations made in
its course was to intensify the wrath of the fanatical Russian and
Moldavian populace, both of the town and of the open country, who
threatened reprisals for the punishment of a few of their brother-
butchers. The fear of such reprisals forced many thousands of the
poorer Jews of Bessarabia to migrate into the districts of Russian
and Austrian Poland, which were already congested to a terrible
degree, while those who possessed the necessary means
determined to emigrate from the Czar’s dominions and seek a home
in the West. While the trial was still proceeding, a deputation of
Bessarabian Jews arrived in the city. Their object was to confer with
the heads of the Jewish community, on behalf of their co-religionists
in various rural districts of Bessarabia, with a view to leaving the
country which had declared in so sanguinary a manner its
unwillingness to harbour them. It was proposed that a number of
Jewish families should emigrate to the Argentine Republic and join
their brethren, already settled in that and other parts of America by
Baron Hirsch at different times, especially after the exodus of 1892.
Four thousand souls, the delegates affirmed, were anxious to wind
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up their affairs and quit the inhospitable country.
Flight, under the apprehension of slaughter, is avowed to be one
of the objects which induced the Russian authorities to connive at
the massacre and to profess their inability to prevent its repetition:
“Russian policy at the present hour,” proudly declares an eminent
Russian anti-Semite, “seems to have one object in view—that of
starting a free emigration of the Jews from Russia. But the total
number of Jewish emigrants during the last twenty years was only
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about a million.” Obviously, occasional slaughter alone is sadly
insufficient.
As in 1881 and 1891, so in 1903 the Czar’s ministers hastened
to supplement massacre by measures of administrative coercion.
They decided to forbid Jews, until the revision of the laws concerning
them has been accomplished by means of fresh legislation, to
acquire land or real estate, or to enjoy the usufruct thereof, either
within or without the Governments situated within the residential
“pale.” This decision of the Committee of Ministers was submitted to
the Czar and received his approval. Permission, however, was
granted to the Jews to settle and acquire real estate at places within
the “pale,” which in consequence of their industrial development
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partake of the character of towns. A few months later, at the
moment when the Kishineff trial was drawing to a close, the
Governor-General at Warsaw issued peremptory instructions to all
the Assistant Governors in the Vistula Province, directing them to put
in rigorous force the Law of 1891, which prohibits Jews from
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purchasing or leasing immoveable property in the rural districts.
This outburst of Jew-hatred was not confined to Bessarabia.
Soon after the Kishineff massacre reports reached this country of
further outrages being apprehended owing to the symptoms of anti-
Semitism manifested by the inhabitants of the western provinces of
the Empire. Nor were these forebodings falsified by events. In the
middle of September, 1903, Jew-baiting was once more indulged in
at Gomel, a town of Mohileff within the Jewish “pale.” A petty
squabble between a Jew and a Christian in the bazaar afforded an
excuse to the co-religionists of the latter to wreck the Jewish quarter.
Several persons were killed on both sides; but the only details
available are official, which in Russia is not a synonym for
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authentic.
The charge most frequently brought against the Jews by the
Russian people is, as has been shown, their aversion from
productive labour, and their exclusive attachment to traffic in goods
and money. The Russian Government some years ago attempted to
remove the grievance by affording to the Jews facilities for the
pursuit of agriculture. In seven out of the fifteen provinces open to
the Jews, efforts were made to form Jewish agricultural settlements.
But they do not seem to have been attended by conspicuous
success. Towards the end of 1903 an inquiry instituted into the
matter elicited conflicting answers. Three of the seven reports, drawn
up by provincial Governors, are altogether discouraging. It is pointed
out that the Jewish peasant shirks the hard work of tilling the soil and
only helps to reap the produce. In one province, the official
document asserts, sixty per cent. of the Jews have already
abandoned the settlement and turned to the more congenial pursuits
of commerce and industry. Another report draws an unfavourable
comparison between the Jewish and the Christian farmer, and
repeats the opinion that the former takes little interest in the culture
of the soil, preferring less laborious occupations. All three reports
agree in showing that the experiment of making a husbandman of
the Hebrew is a complete failure. On the other hand, we find a fourth
Governor maintaining that in his province the only difference
between a Christian and a Jewish agriculturist consists in their
respective religions. A fifth, while admitting the Jew’s practical ill-
success, attributes it to the smallness of his farm, which forces him
to give up agriculture as profitless, and he adds that under
favourable conditions the results have been not disappointing. The
Governor of Kherson states that, though at first the Jews evinced
little inclination to turn to the land, upon the revision and
improvement of the original conditions, the settlements became
more popular; so that in 1898 seventy-three per cent. of the Jewish
population were exclusively devoted to agriculture, nineteen per
cent. varied the monotony of farming by the combination of trade,
while only eight per cent. were engaged entirely in commerce or
industry. This authority expresses the conviction that, as time goes
on, the Jew will develop into a successful agriculturist, provided he is
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allowed to compete on fair terms with the Christian farmers.
An impartial examination of these contradictory opinions seems
to lead to the conclusion that the Jew, by nature and the education of
two thousand years, is too good a tradesman to make a good
husbandman. He is too keen-witted, too enterprising, too ambitious
to find adequate satisfaction in the slow and solitary culture of the
soil. In this respect the modern Jew is like the modern Greek. The
drudgery of field work repels him. The tedium of country life
depresses him. “No profit goes where no pleasure is ta’en.” It is in
the bustle of the market-place, where man meets man, where wit is
pitted against wit, and the intellect is sharpened on the whetstone of
competition, that his restless soul finds its highest gratification and
most congenial employment. He is a born townsman and a born
traveller. He has none of the stolid endurance of the earth-born.
Although he can excel in most pursuits, there is apparently one thing
beyond the reach of his versatility. He cannot dig.
The Russian peasant under normal conditions is the reverse of
all this: indolent, intemperate, improvident, unintelligent, and
unambitious, he lives entirely in the present, unhaunted by regrets of
the past, unharassed by plans for the future, and blissfully unaware
of the existence of any world beyond the world which his eye can
see—a very type of the earth-born, such as England knew him in the
glorious days of Chivalry and Wat Tyler. To such a race even less
formidable and foreign a competitor than the unbelieving Jew would
appear a monster of iniquity. And yet, there is abundant evidence to
prove that it is not the Russian peasant’s instinctive antipathy which
is primarily responsible for the sufferings of the Jew. The Russian
Jew, owing to his difference from the Russian Christian in race,
religion, temperament and mode of living, is by the latter regarded
with contempt and prejudice. These feelings, however, are not the
only causes of persecution. Formerly, as we have seen, the Jews
were reproached with excessive addiction to trade in liquor, whereby,
it was alleged, they ruined the peasantry in health, purse and morals.
This charge, whatever its value may have once been, can no longer
be brought against the Jews; for the Russian Government, since it
established a monopoly of spirits, has become the exclusive public-
house keeper in the Empire. The charge of usury still remains. But it
can easily be proved that in many districts the usurer is the powerful
Russian landlord and not the Jew. As a distinguished Russian
Liberal has appositely remarked, “the usurer must needs be a
wealthy person—a poor devil like the Jewish colonist settled amidst
the ‘Little Russian’ peasantry may possibly long for credit; he
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certainly is not in a position to give it.”
According to the same authority, in “Little Russia” most of the
Jewish villagers are either shop-keepers and retail dealers, or
cobblers, tailors, smiths and the like. They form the commercial and
industrial element in the rural population, and their expulsion means
economic distress to the Russian husbandman, who, therefore, if left
to himself, is not unwilling to forgive the Jew the Old Crime, and to
forget his own prejudice against the foreigner and the follower of an
abhorred creed. But he is not left to himself. The peasant’s latent
antipathy is stirred to violence by the Nationalist agitators and
Government officials, who collaborate in endeavouring to stifle the
alien and revolutionary Jew through the brutality of the lower
classes; assisted by the artisans and mechanics who by the
persecution of the foreigner and the infidel seek the extinction of a
successful competitor. All the outbreaks of anti-Jewish hatred, from
1881 to this day, were organised by the police authorities in
accordance with a well-matured plan known as pogrom. The
procedure consists in deliberately inciting by word of mouth and
printed proclamations the dregs of society against the classes or
sects of the community obnoxious to the Government, and then,
when the work is done, suppressing the riot by the barbarous
methods which are so typical of Russian administration. The same
process is applied for the mutual extermination of others than the
Jews. It is a process based on the maxim divide et impera—the last
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resource of an incompetent ruler.
1904–05 The disasters which befell the Russian arms in the
Far East, the discontent which they created at home,
and the danger of a revolutionary upheaval of all the oppressed
elements of the Empire induced the Czar’s Government to
reconsider its attitude towards the suffering subjects of the Czar. The
Austrian journal Pester Lloyd ventured to give some good advice to
that effect: “During the Napoleonic Wars the rulers captivated their
subjects by promising them liberty and constitutions. Whoever
wishes well to Russia must advise her to imitate the example.” In
accordance with that policy of tardy conciliation which circumstances
dictated, some Russian Liberals who had been banished for their
championship of the interests of the people were permitted to return
from exile, new Governors-General were appointed to Finland and
Poland, with instructions to pursue a more lenient policy than their
predecessors, a decree was issued ordering the Finnish Parliament
to assemble, its property was restored to the Armenian Church, and
other steps were taken showing that there was at least a desire to
diminish the sources of general discontent by conceding to necessity
what had hitherto been denied to justice.
The Jews, naturally enough, could not be forgotten. Besides the
danger which, in common with the other distressed and disaffected
subjects, they constitute to the Russian State, there were less
negative reasons for their propitiation. The Russian Government was
anxious to replenish the Treasury, emptied by the unfortunate war.
The Jewish financiers of the West constitute a great power, and that
power is known to entertain a deep and abiding hostility towards
Russia. Jewish capitalists the world over are actuated by a strong
desire to avenge the wrongs of their co-religionists, and they have
the means of gratifying that desire. Once more the Jew’s wealth has
proved potent enough to blunt the edge of prejudice. The Czar’s
Ministers endeavoured to pacify the Jewish financiers by making a
few trivial concessions to their persecuted brethren. M. De Plehve in
May 1904, acting in direct contradiction to the views expressed in
April, submitted to the Council of the Empire a Bill for repealing the
law under which Jews were forbidden to reside within fifty versts of
the Western frontier. It is true that the imputation that the Bill was
dictated by a Jewish banker as an indispensable condition for a loan
was strongly resented and repudiated in official circles. The
Russians, in proof of the spontaneous nature of the proposal,
declared that the Minister had, long before the necessity for loans
arose, been striving towards a relaxation of Jewish disabilities. This
statement has been partially corroborated by a distinguished Jewish
gentleman, who also affirms from personal knowledge that M. De
Plehve had for some time past endeavoured to alleviate the lot of the
Russian Jews by granting to them every liberty—save
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emancipation. It was added that the process had naturally been
gradual, owing to Russian social conditions, that as early as May
1903 the Council of the Empire had passed a Bill of M. De Plehve’s
permitting the Jews to reside in 103 new places, and that 65 more
had been added in the autumn. At the same time a Commission had
been appointed to examine the laws relating to the Jews, especially
those engaged in productive labour. These statements may, of
course, be literally correct. But, until M. De Plehve’s utterances of
the previous April be proved to be a forgery, it is permissible to doubt
their accuracy in so far as the Minister’s good-will towards the Jews
is concerned.
M. De Plehve was in the State what M. Pobiedonostseff was in
the Church. The Minister of the Interior, like the Imperial Procurator
of the Holy Synod, represented and led for the last two decades or
more the party of reaction. By their Panslavist followers these two
men were described as the two pillars of the patriotic edifice of
Russian national life, which is raised on the ruins of the other
nationalities. By their opponents they were denounced as the two
ministering demons of Despotism and Dogmatism under their most
repulsive aspects. It was, therefore, with no surprise that the civilised
world heard on July 28, 1904, that M. De Plehve’s name had been
entered on the roll of Russian victims to that ruthless spirit of
revenge, whose cult their own ruthlessness helps to promote. He
died unlamented, as he had lived unloved; for a tyrant has no
friends. But that he was, as an individual, the incarnate fiend that his
enemies depicted, is a theory improbable in itself, and disproved by
those who came into contact with him. At the very worst he may
have been an ambitious man who, by pursuing the course which he
did, “sought to win the favour of the reactionary faction which at
present controls the Czar, and thus to fight his way towards the
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highest power.” But a less severe estimate would, perhaps, be
nearer the true one. M. De Plehve was the champion of an ideal. He
honestly believed that in autocracy lay Russia’s salvation. Though
surrounded by dangers, and warned by the fate of his former master
Alexander II., of his predecessor Sipyaghin, of his instrument in the
oppression of Finland Bobrikoff, and of many of his colleagues and
subordinates, he unflinchingly persevered in the path which he had
marked out for himself. A man who imperils his own life in the pursuit
of a certain object is not the man to treat with tenderness those who
strive to thwart him. M. De Plehve’s object was to silence opposition
to the principles of autocracy. He pursued that object with the
unswerving firmness of a strong man, and crushed the obstacles
with the relentless conscientiousness of one who is absolutely
convinced of the righteousness of his cause. To such a man political
virtue means thoroughness combined with an utter lack of scruple
and a total disregard of all moral restraint in the service of the State
and the pursuit of its welfare. He was engaged in a game the stakes
of which were greatness or death. He lost it.
But though the dispassionate student can have nothing but pity
for a brave man perishing in the performance of what he deemed to
be his duty, he can also sympathise with those who hailed their arch-
enemy’s death with savage delight. They saw in M. De Plehve, not a
tragic character drawing upon himself the vengeance of an
inexorable Atê, but only the merciless Minister, the oppressor of
those who differed from him in their political ideals, the executioner
of men whose sole crime was their loyalty to the faith of their fathers
and the traditions of their race. As the lawyer Korobchevsky said
before the Court, in defence of the assassin: “The bomb which killed
the late Minister of the Interior was filled, not with dynamite, but with
the burning tears of the mothers, sisters, wives, and daughters of the
men whom he sent to the gallows, or to die slowly in prison or in
Siberia.”
Among the sufferers from M. De Plehve’s policy none had
greater reasons to hate him than the Jews. He regarded them, not
without cause, as the most energetic opponents to his autocratic
schemes, and his antipathy towards them on that account was
enhanced by his just appreciation of their abilities. Hence the
exceptional rigour in his treatment of them. M. De Plehve used to
refer to the revolutionary activity of the Jewish youth as a justification
for his own measures of coercion. That the Jews should be ready to
join, or even lead, in every attempt to overthrow the social and
political system under which they suffer so grievously is only natural.
Equally natural it is that the man to whom that system was
everything should have tried to suppress them. The Kishineff
massacre, as we have seen, was universally attributed to M. De
Plehve, and when the news of his assassination went forth few
surpassed the Jews in their exultation. The Jewish daily paper
Forward, of New York, immediately organised a meeting under the
auspices of the United Russian Revolutionists. The demonstrators
filled one of the largest halls in New York to overflowing, and at every
mention of M. De Plehve’s assassin, Sazonoff, burst into delirious
applause. He was praised as the worthy son of a noble cause; his
victim was described as the captured Port Arthur of Russian
despotism, and the interference of the police alone checked the
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enthusiasm.
But, even granting the spontaneity and the disinterestedness of
the concessions which the Russian Government declared itself
prepared to make to the Jews, they would have only affected a
limited number of them. M. De Plehve’s plan at best was to bring
about the conciliation of the race by the absorption of the better class
of them and by the half-hearted application of some palliatives to the
grievances of the poorer, such as the enlargement of the area within
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which they are confined, and permission to emigrate. The
experiment in assimilation, of which the Baltic provinces, Poland and
Finland, supplied a sample, was not one that commended itself to
the Jews. But, even if it succeeded, the vast majority of the race
would continue in their normal state of slavery. The same remark
applies to a remedial scheme drafted and adopted a few weeks later
by a departmental conference presided over by M. De Witte. The
Financial Minister’s association with the step lent colour to the
suspicion that this newly-awakened benevolence towards the Jew
was not foreign to Russia’s anxiety to procure fresh supplies of
money by the assistance of Jewish bankers abroad. However that
may be, the measures taken do not seem to have produced any
marked effect on the condition of the Russian Jews. That relief which
the wretched people could not gain from the Czar’s compassion,
they failed to obtain even from his fears.
On Aug. 4, 1904, anti-Semitic disturbances broke out at
Ostrowez, in the Government of Radom, where, according to private
statements, twenty Jews were killed; according to the Russian
authorities, one was seriously wounded, and died the following day,
while twenty-two persons were slightly injured. The same official
account ascribes the disturbances to the fact that a Jewish boy
struck a Christian—the blow, it is said, was exaggerated to murder,
and the mob set out to revenge themselves on the Jews. At
Partscheff also, in the Government of Siedlce, on the following day, it
was said that hundreds of Jews perished. The official version of the
occurrence stated that “the police dispersed, without using force, a
crowd of Jews who had assembled to hide a baptized Jew. In a
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scuffle that ensued twenty persons were wounded.” On
September 4 and 5 anti-Semitic riots occurred at Smela, in the
Province of Kieff. This is the official account: “A Jewish shopkeeper
struck a peasant woman whom he suspected of having stolen some
cloth. Immediately a crowd collected, and plundered and sacked one
hundred houses and one hundred and fifty shops belonging to Jews.
That evening a party of sixty Jews attacked and beat the Christian
inhabitants. When the Jews began to fire on the latter the police
were summoned, who made use of their revolvers, wounding two
persons. The next evening several hundred railway employés, in
spite of the prohibition of the officials, went by train to Smela from
the adjacent station of Bobrinskaia. The rioting was renewed, and
the troops were summoned. The soldiers made use of their
weapons, and five persons were seriously wounded, while a large
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number were slightly injured. Many arrests were made.” In
reading these official statements one must constantly bear in mind
the Russian Government’s desire to minimise a misfortune or a
misdeed which they dare not deny. A few days later, on September
11, on the occasion of the Jewish New Year, another anti-Jewish
disturbance occurred at Sosnowice, a town on the Siberian frontier.
A number of boys threw stones at some Jews who were engaged in
their annual ceremony, slightly injuring a child. This gave rise to a
rumour that the Jews had killed a child. Numbers of workmen
marched through the streets in the evening, smashing the window-
panes of Jewish dwelling-houses and of the synagogue. Several
Jews were injured by stones or knives. Doctors were afraid to render
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assistance to the injured, owing to the attitude of the mob.
Hardly a month had passed since the last-mentioned event,
when a new outrage occurred in Mohileff. The following is a
condensed description of the occurrence by a well-qualified observer
who supports his statements by references to numerous witnesses:
A political demonstration in the town of Mohileff took place exactly
one week before the anti-Jewish riots. In Russia it is a crime for even
four men to come together in a private room without the knowledge
and permission of the police, and it is, therefore, a heinous atrocity
for a crowd to gather in the streets for a political purpose. Yet that is
what happened on October 15 in Mohileff. The Jewish workmen of
the place assembled by way of protesting against the cruelty of the
police, who, without a word of warning, had shot down harmless and
unarmed Hebrew working women and men; and against the unjust
condemnation to twelve years’ penal servitude of their comrades in
Yakootsk; and they recorded their wish that the war should stop. A
few policemen advanced against the workmen and tried to disperse
them, but were themselves scattered by the crowd. Then an
overwhelming police force marched against the malcontents, but to
their disgust found nobody. At this the Prefect of the Police of
Mohileff determined that, during the mobilisation which was to take
place in a few days, from Tsukermann’s synagogue to the railway
station the Jews should be thrashed until not a stone remained on
the pavement.
On October 22 the mobilisation of the Reserves was
promulgated. According to law, the vodka-shops should have been
shut on this occasion, and the Jewish population had earnestly
petitioned the authorities to insist on that precaution against
disorders being observed. But the shops were opened. To the
Jewish Reserve soldiers, who had assembled by order of the military
authorities, the Police Prefect addressed the following remarkable
words in the presence of a great crowd: “You contemptible Jews!
You are all foreign democrats! You ought to kiss the hands and feet
of the Christians! You have been beaten too little as yet! You must be
thrashed again!”
“We may pitch into the Jews and loot their shops,” the fellows
said; “there will be no punishment. The police allow it; hurrah!” The
subsequent attitude of the police amply bore out this expectation. At
three p.m. a band of petty local traders, not reserves, who had been
steadily gathering since morning, and were now led by striplings,
swept across the city, crying, “Pitch into the Jews!” and belabouring
all passing Jews with cudgels and stones. That day, however, the
matter did not go beyond the assaulting of individuals and the
breaking of windows. But none the less several persons were
grievously wounded and disfigured in the presence of the police,
who looked on approving.
The next morning, Sunday, October 23, the panic-stricken Jews
sent a deputation to the Police Prefect to petition for help and to
have the dram-shops closed. The Prefect consulted the Governor,
and then told the petitioners that he had been authorised to use his
own judgment. This answer was construed as a promise that the
taverns would not be opened. But shortly before noon notices were
posted up in the streets, signed by the Police Prefect himself,
informing the public that the reports to the effect that on the day
before there had been disorders in the town, in the course of which
several persons had been grievously wounded, were misleading.
What had really happened was “an ordinary, insignificant street
brawl.” This meant that the deeds of violence already done were but
the flowers, and that the fruits were yet to come.
And they came a few minutes later. On the stroke of twelve all
the brandy shops were opened, and already at one o’clock the
sanguinary battle began. Everything had been organised
beforehand. In all there were about one hundred houses and twenty-
five shops plundered and gutted. A crowd of about 150 men did the
business: sacked the jewellers’ shops, looted the wares, broke the
windows and doors of private houses which were tenanted by Jews,
and maltreated the people. They chose the poorest quarters of the
city for the scene of their depredations, but they advanced to the
centre of the town as well. The unfortunate Jews implored the police
to intervene and save them, but these were the replies they
received: “Be off to your democrats! Let them help you.” “That will
teach you to beat the police.” “You have not been thrashed enough
yet; when your throats are being cut we shall see.”
The few Jews who dared to defend themselves were arrested
and beaten by the police, who refused to lay a finger upon the
hooligans. One witness says: “None of the rioters were arrested; but
the police said to them, ‘Lads, that’s enough. Now you can go to
another place.’”
Why, it may be asked, did the police behave so cruelly and, one
may add, so treacherously towards the Jews? The motives are well
known, for the Police Prefect himself avowed them. Among the
witnesses whom the writer produces in proof of that statement there
is one whose words are well worth noting:
“The Police Prefect sent for me on October 24, and said: ‘You
Jews are being beaten on three grounds. In the first place, you
sneak off to America, and our Russians have to spill their blood
instead of you. Secondly, you are not devoted to the autocracy, and
you cry, “Down with the autocracy!” And in the third place, you have
no liking for the police, and you beat the members of the force.’”
During the height and heat of the riots a deputation from the
Jewish community called upon the Governor, Klingenberg, and
respectfully petitioned him to shield the Jews from the rioters. And
the Czar’s highest representative made answer: “That sort of thing
happens everywhere. I cannot set a soldier to guard every Jew.” And
as for the police, the Governor publicly praised their exemplary
conduct, and a money gratification was given them! Yet the police
were morally bound to save the Jews. Doubly bound, indeed, for,
besides their duty to the Czar, they were bribed by the Jews to
protect them. Bribed to do their duty!
The accusations made against the Jews, and made especially
for foreign consumption, are chiefly these: They sell vodka to the
reserve soldiers at exorbitant prices and thus incense these men,
who naturally avenge themselves by pillaging Jewish shops and
houses. They evade military service, and then Orthodox Russians
have to serve in lieu of the Jewish deserters. That, of course,
embitters the Christian recruits and explains their conduct. These
accusations are serious and would, of course, explain everything
except the conduct of the police—if they were true. But they are
false, and not false only, but impossible, as every Russian knows.
In the first place, it was not reserves who attacked the Jews, but
local loafers and hooligans. In the second place, the Jews could not
raise the price of alcohol, nor sell it at all, because it is the Imperial
Government which alone sells vodka, having a monopoly of it. In the
third place, the Christians have not to serve in the army in lieu of
Jews. The latter are bound to provide a certain number of reserves,
and for all of them who desert the Jewish community must find
members of the same faith. In like manner, Russians must take the
place of fugitive Russians, not of Jews.
Lastly, there remains the charge of desertion. Is it true? Yes,
quite true; but then it is true of Christians and Jews alike, for the war
was very unpopular. The interesting part of the story is that the
Christians shirked their duty far more extensively and successfully
than the Jews. That can be proved by figures, and the following data
are not likely to be challenged by anyone. Before the reserves were
called out at all the total of Jews in the Manchurian army was roughly
thirty thousand men. In all probability it exceeded that number, the
bulk of them serving in Siberian regiments. It is as well, however, to
state the case moderately. Now, since the mobilisation of the
reserves (in the districts where the Jewish element is largely
represented, such as Vilna, Odessa, Warsaw, Kieff), the active
Russian army had no less than fifty thousand soldiers of the Jewish
faith. And that is an enormous percentage. Indeed, so abnormally
great is that percentage of Jews that, if the other nationalities who
acknowledge the sway of the Czar, contributed a proportionate

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30. Routinized response behavior is what a consumer does when

47. Problem recognition occurs when a consumer

61. All of the following are marketer-dominated sources of information except

68. The five categories of situational influences are:

71. The primary psychological influences on consumer behavior are:

72. Perception is a three-step process that involves

74. Selective exposure refers to

81. Assignment of meaning to organized information inputs is called

87. According to Maslow's hierarchy of needs,

101. An attitude scale measures the

105. The development of a person's self-concept is a function of

114. The three major types of reference groups are:

120. Which of the following statements regarding social class is true?

126. A culture can be divided into subcultures according to

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

140. Marketers should view customers as problem solvers.

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Easy

ANS: T PTS: 1 DIF: Difficulty: Easy

ANS: F PTS: 1 DIF: Difficulty: Moderate

ANS: F PTS: 1 DIF: Difficulty: Moderate