1. (TRUE or FALSE) In chapter seven when we discussed involvement, and we learned that the degree of personal relevance that the product or purchase holds for the consumer dictates their level of involvement, so in effect, high involvement purchases are of little importance to the consumer, and low involvement purchases are very inportant to the consumer.

   1.

   TRUE

   2.

   FALSE

2. An interesting reality surfaced in one of our videos and it illustrated a change in the perception of reality, particularly fear, among many women and this shift has affected their behavior in which of the following ways?

   	1.	Women taking martial arts classes
   	2.	Women carrying pepper spray and a personal alarm in their handbags
   	3.	Women are learning to fire and own a gun
   	4.	Actually, all of the given choices are correct

3. This semester we learned about the geodemographic ranking and identification system developed by Claritas and called PRIZM (Potential Rating Index Zip code Marketing)

   This system revolves around the old adage "Birds of a feather flock together."

   Briefly, in 100 words or less, explain just what this PRIZM system means to marketers concerned with consumer behavior.