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Chapter 7—Problem Recognition and Information Search

TRUE/FALSE

1. Frank realizes that he needs a new television. This would be an example of problem recognition.

ANS: T PTS: 1 REF: p. 185 NAT: AACSB: Analytic

2. Some retail websites encourage consumers to post online reviews of brands. These reviews may be
used by other consumers in the early stages of consumer decision making.

ANS: T PTS: 1 REF: p. 185 NAT: AACSB: Analytic

3. Having a baby will probably result in changes in your ideal state.

ANS: T PTS: 1 REF: p. 187 NAT: AACSB: Analytic

4. Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today
we are continually bombarded with newer and better products that will make us run faster and jump
higher. This can best be thought of as an example of marketing creating a new ideal state.

ANS: F PTS: 1 REF: p. 188 NAT: AACSB: Analytic

5. Consumers tend to recall a subset of six to ten brands known as an evoked set.

ANS: F PTS: 1 REF: p. 189 NAT: AACSB: Analytic

6. An example of a retrieval cue would be the smiley face in Walmart's ads.

ANS: T PTS: 1 REF: p. 191 NAT: AACSB: Analytic

7. Felicia cannot remember how many miles per gallon her car gets. She does recall it gets very good gas
mileage. This is an example of recall of attributes.

ANS: T PTS: 1 REF: p. 191 NAT: AACSB: Analytic

8. Two cars are the same price; this indicates that price will not be diagnostic information in the decision
of which car to purchase.

ANS: T PTS: 1 REF: p. 191 NAT: AACSB: Analytic

9. If an attribute is salient, it also must be diagnostic.

ANS: F PTS: 1 REF: p. 191 NAT: AACSB: Analytic

10. When Fred sees an ad for a Toyota Camry, he immediately realizes he likes the car. This is an example
of online processing.

ANS: T PTS: 1 REF: p. 193 NAT: AACSB: Analytic

11. Confirmation bias refers to the fact that we tend to prefer those brands with which we are familiar.
 ANS: T PTS: 1 REF: p. 194 NAT: AACSB: Analytic

12. Priscilla purchased a house and recalls information such as the selling price, number of bathrooms, and
paint color. She does not recall how big her backyard is. This is an example of inhibition.

ANS: T PTS: 1 REF: p. 194 NAT: AACSB: Analytic

13. Two types of external searches are prepurchase search and ongoing search.

ANS: T PTS: 1 REF: p. 195 NAT: AACSB: Analytic

14. Speed, user control, and graphics are the key elements of website interactivity for consumers
conducting online searches.

ANS: F PTS: 1 REF: p. 197 NAT: AACSB: Analytic

15. It is possible to provide consumers with too much information so they become overloaded.

ANS: T PTS: 1 REF: p. 198 NAT: AACSB: Analytic

16. Research suggests that consumer's degree of search activity is usually quite limited, even for purchases
considered important.

ANS: T PTS: 1 REF: p. 199 NAT: AACSB: Analytic

17. When a brand emerges as the leader early in the search process, subsequent information acquisition
and evaluation is distorted in favor of that brand.

ANS: F PTS: 1 REF: p. 199 NAT: AACSB: Analytic

18. Involvement and perceived risk are key factors in a consumer's motivation to process information.

ANS: T PTS: 1 REF: p. 200 NAT: AACSB: Analytic

19. Consumers will search the same information sources no matter what stage of the search process they
are in.

ANS: F PTS: 1 REF: p. 205 NAT: AACSB: Analytic

MULTIPLE CHOICE

20. ____ is a critical stage in the decision process because it motivates the consumer to action.
a. Problem recognition
b. Internal search
c. External search
d. Information storage
e. Purchase
ANS: A PTS: 1 REF: p. 185 NAT: AACSB: Analytic

21. Buick put out a computer disk with pictures and information about new cars. Buick hoped that by
viewing this information, consumers would realize that now might be a good time to buy a car. That is,
they hoped consumers would enter into a state of
 a. problem recognition.
b. internal search.
c. postpurchase evaluation.
d. information storage.
e. behavioral intentions.
ANS: A PTS: 1 REF: p. 185 NAT: AACSB: Communication

22. The ____ is the consumer's perception of the way we want things to be.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
ANS: B PTS: 1 REF: p. 185 NAT: AACSB: Analytic

23. The ____ is the consumer's perception of the way things actually are.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
ANS: C PTS: 1 REF: p. 185 NAT: AACSB: Analytic

24. The greater the discrepancy between the ideal state and the actual state,
a. the lower the recall for marketing communications.
b. the higher the ability to process information about the product.
c. the lower the number of support arguments to marketing communications about the ideal
state.
d. the more likely the consumer is to act.
e. the less likely the consumer is to act.
ANS: D PTS: 1 REF: p. 185 NAT: AACSB: Analytic

25. Problem recognition occurs in

a. acquisition only.
b. disposition only.
c. acquisition and consumption.
d. acquisition and disposition.
e. acquisition, consumption, and disposition.
ANS: E PTS: 1 REF: p. 185 NAT: AACSB: Analytic

26. Both expectations and aspirations influencing ideal state are stimulated by ____ and by aspects of our
own culture.
a. our own personal experience
b. the style of encoding of information
c. homophily
d. the firing of semantic networks
e. diagnosticity
ANS: A PTS: 1 REF: p. 187 NAT: AACSB: Analytic
27. Many consumers might have the desire to wear an expensive watch (e.g., a Rolex) or buy an expensive
car in order to gain the admiration of others. This can be thought of as an example of
a. problem recognition determined by beliefs.
b. ideal state formed by aspirations.
c. internal search influenced by beliefs.
d. external search influenced by beliefs.
e. problem recognition determined by values.
ANS: B PTS: 1 REF: p. 187 NAT: AACSB: Analytic

28. Graduating from college, getting a job, or getting married can change the possessions that we desire to
have. This can be best thought of as an example of
a. how age changes our information processing.
b. a periodic and random transformation of our purchases over time.
c. changes in our personal circumstances influencing the ideal state.
d. external information search transformed by changing beliefs.
e. the problem recognition process as influenced by marketer-driven factors over time.
ANS: C PTS: 1 REF: p. 187 NAT: AACSB: Analytic

29. All of the following could be examples of factors that are likely to influence a consumer's perception
of the actual state except
a. the depletion of needed products.
b. product malfunction.
c. hunger.
d. a neighbor's aspirations.
e. that Mother's Day is tomorrow and you have not bought anything yet.
ANS: D PTS: 1 REF: p. 187 NAT: AACSB: Analytic

30. Seeing an ad informing you of the rapidly increasing number of burglaries in your neighborhood
awakens you to the need for a burglar alarm. This could best be thought of as
a. aspirations leading to a change in the ideal state.
b. high MAO leading to an increase in short-term memory.
c. low MAO leading to a decrease in short-term memory.
d. simple expectations leading to a formation of the ideal state.
e. external stimuli leading to a change in the actual state.
ANS: E PTS: 1 REF: p. 188 NAT: AACSB: Analytic

31. Every season fashion designers introduce new "in" colors. One autumn green may be an in color, while
the next autumn purple may be popular. The fashion industry stimulates consumer problem
recognition by
a. creating a new ideal state.
b. creating dissatisfaction with consumers' actual state.
c. creating new evaluations.
d. creating new beliefs.
e. repositioning clothing brands.
ANS: A PTS: 1 REF: p. 188 NAT: AACSB: Analytic

32. PC Corps realizes that two years is too long for consumers to use a PC before buying a new one. They
can stimulate problem recognition earlier by eliciting dissatisfaction with the actual state or by
a. creating a new ideal state.
b. creating a new actual state.
 c. eliciting dissatisfaction with the ideal state.
d. decreasing MAO to create dissatisfaction with the ideal state.
e. increasing clutter that will block processing of the actual state.
ANS: A PTS: 1 REF: p. 188 NAT: AACSB: Analytic

33. Thirty years ago, consumers did not think much about the performance of their athletic shoes. Today
we are continually bombarded with newer and better products that will make us run faster and jump
higher. This can best be thought of as an example of marketers
a. creating a new actual state.
b. creating a new ideal state.
c. creating dissatisfaction with the actual state.
d. attaching new associations to a schema.
e. strengthening existing associations.
ANS: B PTS: 1 REF: p. 188 NAT: AACSB: Analytic

34. Whether targeting real or ideal states, it is important for marketers to ____ in order to avoid the
consumer's consideration of other alternatives.
a. detach affect from the attitudes toward the product
b. detach cognitions from the attitudes toward the product
c. narrow the discrepancy between the ideal and actual states
d. position the product as the solution to the consumer's problem
e. narrow the discrepancy between the expectations and aspirations
ANS: D PTS: 1 REF: p. 188 NAT: AACSB: Analytic

35. Typically, the next step in consumer decision making after problem recognition is
a. external information search.
b. prepurchase intentions.
c. brand choice.
d. behavior.
e. internal information search.
ANS: E PTS: 1 REF: p. 188 NAT: AACSB: Analytic

36. Internal information search is

a. searching for information from within one's reference group.
b. examining online web information before going to other sources.
c. surprisingly restricted to external sources of influence.
d. searching one's closet before going shopping.
e. the process of recalling stored information from memory.
ANS: E PTS: 1 REF: p. 188 NAT: AACSB: Analytic

37. It is likely that only a small subset of stored information will be recalled at any one time. Thus, all of
the following are internal search issues that would be of interest to consumer researchers except
a. the length of attention span for marketing communications messages.
b. the extent to which consumers might search memory for information about a brand.
c. what is recalled.
d. the process by which information is recalled.
e. the process by which feelings are recalled.
ANS: A PTS: 1 REF: p. 189 NAT: AACSB: Analytic

38. Consumers are likely to recall ____ when they engage in internal search.
 a. primarily information encoded when in a positive mood
b. only a small subset of stored information
c. primarily information encoded when in a negative mood
d. most information stored in memory
e. primarily information from unrelated schemas
ANS: B PTS: 1 REF: p. 189 NAT: AACSB: Analytic

39. A greater degree of product category expertise and knowledge will ____ an information search.
a. restrict
b. decrease
c. increase
d. lower the evaluation of
e. increase the evaluation of
ANS: C PTS: 1 REF: p. 189 NAT: AACSB: Analytic

40. The subset of brands evaluated when making a choice is known as

a. the evaluated group.
b. an online judgment group.
c. the inert set.
d. a consideration set.
e. the favored subgroup.
ANS: D PTS: 1 REF: p. 189 NAT: AACSB: Analytic

41. A consideration set usually contains

a. only one brand.
b. between 15 and 20 brands.
c. one or two brands, depending on the product category.
d. at least 20 brands.
e. between two to eight brands.
ANS: E PTS: 1 REF: p. 189 NAT: AACSB: Analytic

42. Some consumers fly rather than taking the train, even when train travel is faster and cheaper, simply
because they do not consider train travel. This is an example of
a. a choice not included in the consideration set.
b. restriction of memory by the actual state of the consumer.
c. restriction of memory by the ideal state of the consumer.
d. brand extensions that a consumer would consider purchasing.
e. choices that are limited by the extent of favorable information available.
ANS: A PTS: 1 REF: p. 189 NAT: AACSB: Analytic

43. All of the following statements of the relationship between brand recall and choice are true except
a. there is a strong relationship between brand recall and choice.
b. there is a strong inverted U-shaped relationship between brand recall and choice.
c. the relationship between brand recall and choice is positive.
d. brands that are recalled are more likely to be chosen.
e. consumers' choices could be altered simply by manipulating recall, even when brand
preferences were unchanged.
ANS: B PTS: 1 REF: p. 191 NAT: AACSB: Analytic
44. In order to maximize the chance of being considered when consumers engage in internal search,
marketers want to position their brands
a. as far away from the prototype as possible.
b. to maximize preference dispersion.
c. as close to the category prototype as possible.
d. at the beginning or the end of a consideration set.
e. near the end, but not last.
ANS: C PTS: 1 REF: p. 191 NAT: AACSB: Analytic

45. Armor All created the category of automotive protectants and is the dominant brand in many countries.
This brand is a good example of a
a. brand extension.
b. line extension.
c. schema.
d. prototype.
e. stereotype.
ANS: D PTS: 1 REF: p. 191 NAT: AACSB: Analytic

46. Global brands such as Sony, IBM, McDonald's, Mercedes, and Coca-Cola are more likely to be in
many consumers' consideration set primarily because of
a. cognitive dissonance.
b. brand image.
c. brand associations.
d. neutral attitudes.
e. brand familiarity.
ANS: E PTS: 1 REF: p. 191 NAT: AACSB: Analytic

47. Seeing an apple (for Macintosh) or the Marlboro Man may make it easier for consumers to remember
and consider these brands when making a decision. This is best thought of as an example of a(n) ____
placing the brand in the consideration set.
a. retrieval cue
b. usage situation
c. attitude
d. brand image
e. evaluation
ANS: A PTS: 1 REF: p. 191 NAT: AACSB: Analytic

48. Research has shown that grocery shoppers can remember whether something was expensive or the
general size of the package, but they cannot remember numbers. This is an example of the fact that
when consumers recall attribute information, it tends to be
a. broad but limited in the number of brands.
b. specific to one product category.
c. in summary or simplified form.
d. in detail.
e. only for consumers who have encoded the information under low MAO.
ANS: C PTS: 1 REF: p. 191 NAT: AACSB: Analytic

49. The major variables that will influence the recall of attribute information might include all of the
following except
a. accessibility.
 b. diagnosticity of attributes.
c. salience.
d. brand name length.
e. vividness.
ANS: D PTS: 1 REF: p. 192 NAT: AACSB: Analytic

50. ____ help(s) us distinguish objects from one another.

a. Accessibility
b. Availability
c. External and internal retrieval cues
d. Consumption goals
e. Diagnostic information
ANS: E PTS: 1 REF: p. 192 NAT: AACSB: Analytic

51. Ron did not know much about sofas, but he did know that the more expensive ones were better than
the cheaper ones. Ron was using price as
a. diagnostic information.
b. vivid information.
c. a peripheral cue.
d. a goal-related cue.
e. an affect-based cue.
ANS: A PTS: 1 REF: p. 192 NAT: AACSB: Analytic

52. Everything else at the restaurant was fine, but after Kimberly discovered an insect in her soup, she
decided not to return. This is an example of how
a. retrieval cues affect decision making for services.
b. negative information can be diagnostic.
c. consumption goals can affect repurchase decisions.
d. the consideration set can be important for consumption.
e. goal-related cues affect decision making for services.
ANS: B PTS: 1 REF: p. 192 NAT: AACSB: Analytic

53. In order to gain a competitive advantage for a product or a service, marketers need to identify when
attributes are
a. peripheral.
b. ideal.
c. diagnostic.
d. actual.
e. subliminal.
ANS: C PTS: 1 REF: p. 192 NAT: AACSB: Analytic

54. Timberland stresses the attribute "sturdiness" in all its global advertising, thereby having the same
image in every country. Timberland is trying to make this attribute
a. an affective cue.
b. a goal-related cue.
c. a new ideal state.
d. a salient attribute.
e. a support argument.
ANS: D PTS: 1 REF: p. 192 NAT: AACSB: Analytic
55. Research has clearly shown that consumers can recall ____ even when the opportunity to process is
low.
a. concrete cues
b. messages not related to aspirations
c. messages not related to expectations
d. abstract cues
e. salient attributes
ANS: E PTS: 1 REF: p. 192 NAT: AACSB: Analytic

56. When information is both salient and diagnostic, there is what is known as
a. attribute determinacy.
b. diagnostic salience.
c. accessibility.
d. vivid salience.
e. neural network enrichment.
ANS: A PTS: 1 REF: p. 192 NAT: AACSB: Analytic

57. When people think of "fast food with good value," they think of burger chains such as McDonald's or
Wendy's. This is best thought of as an example of ____ increasing recall.
a. affect
b. a goal
c. an attitude
d. a salient attribute
e. a support argument
ANS: D PTS: 1 REF: p. 192 NAT: AACSB: Analytic

58. The ability of consumers to process information as they are viewing it is known as
a. dual coding mode.
b. dual enhancement.
c. central integration.
d. peripheral integration.
e. online processing.
ANS: E PTS: 1 REF: p. 193 NAT: AACSB: Analytic

59. Our evaluations tend to form ____ the brand.

a. strong associative links with
b. less likely recalled neural networks for
c. more easily changed online judgments for
d. weaker schemas about
e. fewer retrieval cues about
ANS: A PTS: 1 REF: p. 193 NAT: AACSB: Analytic

60. If you are in the market to buy a new computer and suddenly see an ad for a particular brand, you will
probably determine whether you like the brand at the time you see the ad. This is known as
a. goal-oriented processing.
b. online processing.
c. determinative cognitions.
d. determinative processing.
e. goal-oriented cognitions.
ANS: B PTS: 1 REF: p. 193 NAT: AACSB: Analytic
61. Recall of ____ involves the recall of information from autobiographical memory.
a. attributes
b. ordinal information
c. experiences
d. chunks
e. consideration sets
ANS: C PTS: 1 REF: p. 193 NAT: AACSB: Analytic

62. ____ is a processing bias that alters the nature of recall.

a. A goal-oriented cognition
b. Relative deprivation
c. Echoic memory
d. A search bias
e. Reactance
ANS: D PTS: 1 REF: p. 193 NAT: AACSB: Analytic

63. Diana hated Leakthrough tents. She could easily remember negative information about the brand, but
had a difficult time recalling any positive information she had heard. This is referred to as
a. the reinforcement bias.
b. the diagnosticity complex.
c. attribute determinance.
d. recall bias.
e. confirmation bias.
ANS: E PTS: 1 REF: p. 194 NAT: AACSB: Analytic

64. Confirmation bias refers to the fact that

a. we are more likely to recall information that reinforces rather than contradicts our overall
beliefs.
b. we only like brands with which we are familiar.
c. positive information about a brand is most likely to be recalled.
d. negative information about a brand is most likely to be recalled.
e. diagnostic information about a brand is most likely to be recalled.
ANS: A PTS: 1 REF: p. 194 NAT: AACSB: Analytic

65. Sometimes we can recall moderately contradictory information because

a. it is irritating.
b. we elaborate on it as we attempt to understand it.
c. there are more associations attached to it.
d. this information is better organized.
e. this information is processed under low MAO.
ANS: B PTS: 1 REF: p. 194 NAT: AACSB: Analytic

66. In buying a house, very vivid or salient information, such as selling price, carpet, and the number of
bathrooms, might ____ other important information, thus biasing judgment because important
information will be ignored.
a. increase need for cognition to increase the processing of
b. increase the processing speed of
c. inhibit the recall of
d. decrease the motivation to process
 e. increase the structuring of information for
ANS: C PTS: 1 REF: p. 194 NAT: AACSB: Analytic

67. Inhibition is important for marketers because

a. it can increase MAO to process information about the general evaluation of a brand.
b. it can decrease MAO to process information about the general evaluation of a brand.
c. it will usually bias information about a brand in a positive direction.
d. key aspects of a brand may not even enter the consumer decision process.
e. it can lead to forgetting attitudes about a brand.
ANS: D PTS: 1 REF: p. 194 NAT: AACSB: Analytic

68. All of the variables that influence the recall of certain attributes can lead to the ____ for other
diagnostic attributes due to limitations in consumers' processing capacity.
a. increased motivation in processing
b. increased attention
c. inhibition of recall
d. decreased motivation in processing
e. increased structuring of information
ANS: C PTS: 1 REF: p. 194 NAT: AACSB: Analytic

69. Consumers can acquire additional information from outside sources through
a. internal search.
b. inhibition.
c. diagnosticity.
d. discursive processing.
e. external search.
ANS: E PTS: 1 REF: p. 195 NAT: AACSB: Analytic

70. Amy enjoyed fine wine. She subscribed to Wine Spectator magazine, attended wine tastings, and
visited wineries. In terms of external information search, Amy was engaged in
a. prepurchase search.
b. ongoing search.
c. situational search.
d. enduring search.
e. inebriated search.
ANS: B PTS: 1 REF: p. 195 NAT: AACSB: Analytic

71. There are two basic types of external search by consumers:

a. prepurchase and ongoing.
b. consumptive and disposal.
c. short range and long term.
d. immediate and medium range.
e. iconic and echoic.
ANS: A PTS: 1 REF: p. 195 NAT: AACSB: Analytic

72. When there is problem recognition, a(n) ____ will usually be started.
a. ongoing search
b. prepurchase search
c. actual state formation
d. consumptive reaction
 e. evaluative myopia
ANS: B PTS: 1 REF: p. 195 NAT: AACSB: Analytic

73. A consumer might consistently read computer magazines because of a high degree of enduring
involvement. This is an example of
a. diagnosticity.
b. vivid involvement.
c. ongoing search.
d. problem recognition.
e. internal search.
ANS: C PTS: 1 REF: p. 195 NAT: AACSB: Analytic

74. Factors that will increase the motivation to process information as it relates to external search could
include all of the following except
a. involvement and perceived risk.
b. the perceived costs and benefits of search.
c. the nature of the consideration set.
d. the speed at which information is processed.
e. attitudes toward the search.
ANS: D PTS: 1 REF: p. 196 NAT: AACSB: Analytic

75. Consumers can now search online for information from all of the major categories of external searches
except
a. retail sources.
b. media sources.
c. interpersonal sources.
d. independent sources.
e. All of these sources can be accessed online.
ANS: E PTS: 1 REF: p. 197 NAT: AACSB: Analytic

76. Online search activity is increasing because namely:

a. online sources are very convenient.
b. online search has low delivery costs.
c. offline search is less expensive.
d. offline search is less time consuming.
e. online sources are merging into main search engines.
ANS: A PTS: 1 REF: p. 199 NAT: AACSB: Analytic

77. Because Cathy was about to have triplets, her husband Don was very interested in any baby-related
products. This is referred to as
a. enduring involvement.
b. particular involvement.
c. perceptual response.
d. particular response.
e. situational involvement.
ANS: E PTS: 1 REF: p. 200 NAT: AACSB: Analytic

78. Enduring involvement is

a. a high level of ongoing response over time.
b. affective responses to specific brands.
 c. the long-term perceptual response to involvement.
d. the long-term cognitive effects of involvement in a product category.
e. a perceptual framework that is particularly resistant to change.
ANS: A PTS: 1 REF: p. 200 NAT: AACSB: Analytic

79. The relationship between involvement and perceived risk is

a. inverse.
b. direct.
c. uncertain.
d. very weak.
e. U-shaped.
ANS: B PTS: 1 REF: p. 200 NAT: AACSB: Analytic

80. ____ is (are) a consumer's own perception about what he or she knows relative to others.
a. Objective schemas
b. Objective knowledge
c. Perceptual position
d. Subjective knowledge
e. Objective criteria
ANS: D PTS: 1 REF: p. 201 NAT: AACSB: Analytic

81. Factors that directly affect the ability to process information might include all of the following except
a. objective knowledge.
b. subjective knowledge.
c. cognitive abilities.
d. demographics.
e. perceived risk.
ANS: E PTS: 1 REF: p. 201 NAT: AACSB: Reflective

82. Factors that directly affect the opportunity to process information might include all of the following
except
a. the consumers' cognitive abilities.
b. the number of retail outlets or dealers.
c. the attribute information available about each brand.
d. the information format.
e. time availability.
ANS: A PTS: 1 REF: p. 202 NAT: AACSB: Analytic

83. Insurance purchases, which require consumers to meet with different agents to collect information
about individual policies, are best thought of as an example of
a. subjective knowledge affecting the ability to process information.
b. information format affecting the opportunity to process information.
c. the objective knowledge affecting the ability to process information.
d. perceived risk affecting involvement.
e. objective criteria affecting the perception of brands.
ANS: B PTS: 1 REF: p. 202 NAT: AACSB: Analytic

84. ____ are the sequential steps in the external search process.
a. Acquisition, consumption, and disposal
b. Encoding and retrieval
 c. Orientation, evaluation, and verification
d. Retrieval and encoding
e. Search and decision
ANS: C PTS: 1 REF: p. 205 NAT: AACSB: Analytic

85. In looking for digital cameras, Kimberly compared offerings first by the number of mega-pixels, then
by the optical zoom, and last by the availability of lenses. Kimberly was doing what is best referred to
as a
a. brand comparison.
b. product/category comparison.
c. search by brand.
d. search by attribute.
e. brand/category comparison.
ANS: D PTS: 1 REF: p. 206 NAT: AACSB: Analytic

ESSAY

86. Why is problem recognition important for consumer decision making?

ANS:
Answer not provided.

PTS: 1 REF: p. 185 NAT: AACSB: Analytic

87. What motivates consumers to begin the decision-making process?

ANS:
Answer not provided.

PTS: 1 REF: p. 185-186 NAT: AACSB: Analytic

88. Discuss the factors that lead to the formation of the ideal state.

ANS:
Answer not provided.

PTS: 1 REF: p. 187 NAT: AACSB: Analytic

89. How can culture and changes in our life situation impact the formation of our ideal state?

ANS:
Answer not provided.

PTS: 1 REF: p. 187 NAT: AACSB: Analytic

90. Ted has owned his car for five years and is happy with it. Explain the process by which he might
desire a new car without any change in feelings regarding his present car.

ANS:
Answer not provided.

PTS: 1 REF: p. 187 NAT: AACSB: Analytic

91. There are two ways that marketers can try to stimulate problem recognition. Explain and give
examples.

ANS:
Answer not provided.

PTS: 1 REF: p. 187-188 NAT: AACSB: Analytic

92. You have just been appointed as manager of advertising and promotions at ABC Computer, which has
a new, technologically advanced PC. The problem is that customers are satisfied with their present
PCs. What can you do about this problem?

ANS:
Answer not provided.

PTS: 1 REF: p. 188 NAT: AACSB: Analytic

93. What is internal information search?

ANS:
Answer not provided.

PTS: 1 REF: p. 188 NAT: AACSB: Analytic

94. Which factors limit the extent of internal information search?

ANS:
Answer not provided.

PTS: 1 REF: p. 188 NAT: AACSB: Analytic

95. How can the recall of brands have an impact on decision making?

ANS:
Answer not provided.

PTS: 1 REF: p. 199 NAT: AACSB: Analytic

96. Why is prototypicality important for recall?

ANS:
Answer not provided.

PTS: 1 REF: p. 190 NAT: AACSB: Analytic

97. Compare and contrast the recall of attributes versus the recall of evaluations.

ANS:
Answer not provided.

PTS: 1 REF: p. 192 NAT: AACSB: Analytic

 98. DEF tires have an advantage over other tires in an attribute, which is not very salient in the minds of
consumers right now. You have been hired as a consultant to tackle this challenging problem. What
should DEF tires do?

ANS:
Answer not provided.

PTS: 1 REF: p. 191 NAT: AACSB: Communication

99. What is the confirmation bias and why should this be of interest to marketers?

ANS:
Answer not provided.

PTS: 1 REF: p. 194 NAT: AACSB: Analytic

100. Explain why the phenomenon of inhibition should be important to marketers.

ANS:
Answer not provided.

PTS: 1 REF: p. 194 NAT: AACSB: Analytic

101. Where can we engage in an external search for information?

ANS:
Answer not provided.

PTS: 1 REF: p. 193 NAT: AACSB: Analytic

102. What are the differences in determinants, motives, and outcomes for an information search between a
prepurchase search and an ongoing search?

ANS:
Answer not provided.

PTS: 1 REF: p. 195 NAT: AACSB: Analytic

103. Discuss the advantages and perceived disadvantages of online information searches.

ANS:
Answer not provided.

PTS: 1 REF: p. 193 NAT: AACSB: Analytic

104. Discrepancy of information can affect a consumer's motivation to process information. Describe this
relationship.

ANS:
Answer not provided.

PTS: 1 REF: p. 200 NAT: AACSB: Communication

105. Consumers might have the motivation and ability but not the opportunity to process information.
Explain.

ANS:
Answer not provided.

PTS: 1 REF: p. 201 NAT: AACSB: Analytic

106. How do we engage in external information search?

ANS:
Answer not provided.

PTS: 1 REF: p. 202 NAT: AACSB: Analytic

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Accordingly, most potent of all forms
For working on the world. Observe, my friend!
Such as you know me, I am free to say,
In these hard latter days which hamper one,
Myself—by no immoderate exercise
Of intellect and learning, but the tact
To let external forces work for me,
—Bid the street's stones be bread and they are bread;
Bid Peter's creed, or rather, Hildebrand's,
Exalt me o'er my fellows in the world
And make my life an ease and joy and pride;
It does so,—which for me's a great point gained,
Who have a soul and body that exact
A comfortable care in many ways.
There's power in me and will to dominate
Which I must exercise, they hurt me else:
In many ways I need mankind's respect,
Obedience, and the love that's born of fear:
While at the same time, there's a taste I have,
A toy of soul, a titillating thing,
Refuses to digest these dainties crude.
The naked life is gross till clothed upon:
I must take what men offer, with a grace
As though I would not, could I help it, take!
An uniform I wear though over-rich—
Something imposed on me, no choice of mine;
No fancy-dress worn for pure fancy's sake
And despicable therefore! now folk kneel
And kiss my hand—of course the Church's hand.
Thus I am made, thus life is best for me,
And thus that it should he I have procured;
And thus it could not be another way,
I venture to imagine.

You'll reply,
So far my choice, no doubt, is a success;
But were I made of better elements.
 ut e e ade o bette e e e ts
With nobler instincts, purer tastes, like you,
I hardly would account the thing success
Though it did all for me I say.

But, friend,
We speak of what is; not of what might be,
And how 'twere better if 'twere otherwise.
I am the man you see here plain enough:
Grant I'm a beast, why, beasts must lead beasts' lives!
Suppose I own at once to tail and claws;
The tailless man exceeds me: but being tailed
I'll lash out lion fashion, and leave apes
To dock their stump and dress their haunches up.
My business is not to remake myself,
But make the absolute best of what God made.
Or—our first simile—though you prove me doomed
To a viler berth still, to the steerage-hole,
The sheep-pen or the pig-sty, I should strive
To make what use of each were possible;
And as this cabin gets upholstery,
That hutch should rustle with sufficient straw.

But, friend, I don't acknowledge quite so fast

I fail of all your manhood's lofty tastes
Enumerated so complacently,
On the mere ground that you forsooth can find
In this particular life I choose to lead
No fit provision for them. Can you not?
Say you, my fault is I address myself
To grosser estimators than should judge?
And that's no way of holding up the soul,
Which, nobler, needs men's praise perhaps, yet knows
One wise man's verdict outweighs all the fools'—
Would like the two, but, forced to choose, takes that.
I pine among my million imbeciles
(You think) aware some dozen men of sense
Eye me and know me, whether I believe
In the last winking Virgin, as I vow,
And am a fool, or disbelieve in her
And am a knave,—approve in neither case,
Withhold their voices though I look their way:
Like Verdi when, at his worst opera's end
(The thing they gave at Florence,—what's its name?)
While the mad houseful's plaudits near out-bang
His orchestra of salt-box, tongs, and bones,
He looks through all the roaring and the wreaths
Where sits Rossini patient in his stall.

Nay, friend, I meet you with an answer here—

That even your prime men who appraise their kind
Are men still, catch a wheel within a wheel,
See more in a truth than the truth's simple self,
Confuse themselves. You see lads walk the street
Sixty the minute; what's to note in that?
You see one lad o'erstride a chimney-stack;
Him you must watch—he's sure to fall, yet stands!
Our interest 's on the dangerous edge of things.
The honest thief, the tender murderer,
The superstitious atheist, demirep
That loves and saves her soul in new French books—
We watch while these in equilibrium keep
The giddy line midway: one step aside,
They 're classed and done with. I, then, keep the line
Before your sages,—just the men to shrink
From the gross weights, coarse scales and labels broad
You offer their refinement. Fool or knave?
Why needs a bishop be a fool or knave
When there 's a thousand diamond weights between?
So, I enlist them. Your picked twelve, you 'll find,
Profess themselves indignant, scandalized
At thus being held unable to explain
How a superior man who disbelieves
M t b li ll th t ' S h lli ' !
May not believe as well: that 's Schelling's way!
It 's through my coming in the tail of time,
Nicking the minute with a happy tact.
Had I been born three hundred years ago
They 'd say, "What 's strange? Blougram of course believes;"
And, seventy years since, "disbelieves of course."
But now, "He may believe; and yet, and yet
How can he?" All eyes turn with interest.
Whereas, step off the line on either side—
You, for example, clever to a fault,
The rough and ready man who write apace,
Read somewhat seldomer, think perhaps even less—
You disbelieve! Who wonders and who cares?
Lord So-and-So—his coat bedropped with wax,
All Peter's chains about his waist, his back
Brave with the needlework of Noodledom—
Believes! Again, who wonders and who cares?
But I, the man of sense and learning too,
The able to think yet act, the this, the that,
I, to believe at this late time of day!
Enough; you see, I need not fear contempt.

—Except it 's yours! Admire me as these may,

You don 't. But whom at least do you admire?
Present your own perfection, your ideal,
Your pattern man for a minute—oh, make haste!
Is it Napoleon you would have us grow?
Concede the means; allow his head and hand,
(A large concession, clever as you are)
Good! In our common primal element
Of unbelief (we can 't believe, you know—
We 're still at that admission, recollect!)
Where do you find—apart from, towering o'er
The secondary temporary aims
Which satisfy the gross taste you despise—
Where do you find his star?—his crazy trust
God knows through what or in what? it 's alive
God knows through what or in what? it s alive
And shines and leads him, and that 's all we want.
Have we aught in our sober night shall point
Such ends as his were, and direct the means
Of working out our purpose straight as his,
Nor bring a moment's trouble on success
With after-care to justify the same?
—Be a Napoleon, and yet disbelieve—
Why, the man 's mad, friend, take his light away!
What 's the vague good o' the world, for which you dare
With comfort to yourself blow millions up?
We neither of us see it! we do see
The blown-up millions—spatter of their brains
And writhing of their bowels and so forth,
In that bewildering entanglement
Of horrible eventualities
Past calculation to the end of time!
Can I mistake for some clear word of God
(Which were my ample warrant for it all)
His puff of hazy instinct, idle talk,
"The State, that 's I," quack-nonsense about crowns,
And (when one beats the man to his last hold)
A vague idea of setting things to rights,
Policing people efficaciously,
More to their profit, most of all to his own;
The whole to end that dismallest of ends
By an Austrian marriage, cant to us the Church,
And resurrection of the old régime?
Would I, who hope to live a dozen years,
Fight Austerlitz for reasons such and such?
No: for, concede me but the merest chance
Doubt may be wrong—there 's judgment, life to come!
With just that chance, I dare not. Doubt proves right?
This present life is all?—you offer me
Its dozen noisy years, without a chance
That wedding an archduchess, wearing lace,
And getting called by divers new coined names
And getting called by divers new-coined names,
Will drive off ugly thoughts and let me dine,
Sleep, read and chat in quiet as I like!
Therefore I will not.

Take another case;

Fit up the cabin yet another way.
What say you to the poets? shall we write
Hamlet, Othello—make the world our own,
Without a risk to run of either sort?
I can't!—to put the strongest reason first.
"But try," you urge, "the trying shall suffice;
The aim, if reached or not, makes great the life:
Try to be Shakespeare, leave the rest to fate!"
Spare my self-knowledge—there 's no fooling me!
If I prefer remaining my poor self,
I say so not in self-dispraise but praise.
If I 'm a Shakespeare, let the well alone;
Why should I try to be what now I am?
If I 'm no Shakespeare, as too probable,—
His power and consciousness and self-delight
And all we want in common, shall I find—
Trying forever? while on points of taste
Wherewith, to speak it humbly, he and I
Are dowered alike—I 'll ask you, I or he,
Which in our two lives realizes most?
Much, he imagined—somewhat, I possess.
He had the imagination; stick to that!
Let him say, "In the face of my soul's works
Your world is worthless and I touch it not
Lest I should wrong them"—I 'll withdraw my plea.

But does he say so? Look upon his life!

Himself, who only can, gives judgment there.
He leaves his towers and gorgeous palaces
To build the trimmest house in Stratford town;
Saves money, spends it, owns the worth of things,
Sa es o ey, spe ds t, o s t e o t o t gs,
Giulio Romano's pictures, Dowland's lute;
Enjoys a show, respects the puppets, too,
And none more, had he seen its entry once,
Than "Pandulph, of fair Milan cardinal."
Why then should I who play that personage,
The very Pandulph Shakespeare's fancy made,
Be told that had the poet chanced to start
From where I stand now (some degree like mine
Being just the goal he ran his race to reach)
He would have run the whole race back, forsooth,
And left being Pandulph, to begin write plays?
Ah, the earth's best can be but the earth's best!
Did Shakespeare live, he could but sit at home
And get himself in dreams the Vatican,
Greek busts, Venetian paintings, Roman walls,
And English books, none equal to his own,
Which I read, bound in gold (he never did).
—Terni's fall, Naples' bay, and Gothard's top—
Eh, friend? I could not fancy one of these;
But, as I pour this claret, there they are:
I 've gained them—crossed Saint Gothard last July
With ten mules to the carriage and a bed
Slung inside; is my hap the worse for that?
We want the same things, Shakespeare and myself,
And what I want, I have: he, gifted more,
Could fancy he too had them when he liked,
But not so thoroughly that, if fate allowed,
He would not have them also in my sense.
We play one game; I send the ball aloft
No less adroitly that of fifty strokes
Scarce five go o'er the wall so wide and high
Which sends them back to me: I wish and get.
He struck balls higher and with better skill,
But at a poor fence level with his head,
And hit—his Stratford house, a coat of arms,
Successful dealings in his grain and wool,—
Success u dea gs s g a a d oo ,
While I receive heaven's incense in my nose
And style myself the cousin of Queen Bess.
Ask him, if this life 's all, who wins the game?

Believe—and our whole argument breaks up.

Enthusiasm 's the best thing, I repeat;
Only, we can't command it; fire and life
Are all, dead matter 's nothing, we agree:
And be it a mad dream or God's very breath,
The fact 's the same,—belief's fire, once in us,
Makes of all else mere stuff to show itself:
We penetrate our life with such a glow
As fire lends wood and iron—this turns steel,
That burns to ash—all 's one, fire proves its power
For good or ill, since men call flare success.
But paint a fire, it will not therefore burn.
Light one in me, I '11 find it food enough!
Why, to be Luther—that 's a life to lead,
Incomparably better than my own.
He comes, reclaims God's earth for God, he says,
Sets up God's rule again by simple means,
Reopens a shut book, and all is done.
He flared out in the flaring of mankind;
Such Luther's luck was: how shall such be mine?
If he succeeded, nothing 's left to do:
And if he did not altogether—well,
Strauss is the next advance. All Strauss should be
I might be also. But to what result?
He looks upon no future: Luther did.
What can I gain on the denying side?
Ice makes no conflagration. State the facts,
Read the text right, emancipate the world—
The emancipated world enjoys itself
With scarce a thank-you: Blougram told it first
It could not owe a farthing,—not to him
More than Saint Paul! 't would press its pay, you think?
Then add there 's still that plaguy hundredth chance
Strauss may be wrong. And so a risk is run—
For what gain? not for Luther's, who secured
A real heaven in his heart throughout his life,
Supposing death a little altered things.

"Ay, but since really you lack faith," you cry,

"You run the same risk really on all sides,
In cool indifference as bold unbelief.
As well be Strauss as swing 'twixt Paul and him.
It 's not worth having, such imperfect faith,
No more available to do faith's work
Than unbelief like mine. Whole faith, or none!"

Softly, my friend! I must dispute that point.

Once own the use of faith, I '11 find you faith.
We 're back on Christian ground. You call for faith:
I show you doubt, to prove that faith exists.
The more of doubt, the stronger faith, I say,
If faith o'ercomes doubt. How I know it does?
By life and man's free will, God gave for that!
To mould life as we choose it, shows our choice:
That 's our one act, the previous work 's his own.
You criticise the soul? it reared this tree—
This broad life and whatever fruit it bears!
What matter though I doubt at every pore,
Head-doubts, heart-doubts, doubts at my fingers' ends,
Doubts in the trivial work of every day,
Doubts at the very bases of my soul
In the grand moments when she probes herself—
If finally I have a life to show,
The thing I did, brought out in evidence
Against the thing done to me underground
By hell and all its brood, for aught I know?
I say, whence sprang this? shows it faith or doubt?
All 's doubt in me; where 's break of faith in this?
It i th id th f li d th l
It is the idea, the feeling and the love,
God means mankind should strive for and show forth
Whatever be the process to that end,—
And not historic knowledge, logic sound,
And metaphysical acumen, sure!
"What think ye of Christ," friend? when all 's done and said,
Like you this Christianity or not?
It may be false, but will you wish it true?
Has it your vote to be so if it can?
Trust you an instinct silenced long ago
That will break silence and enjoin you love
What mortified philosophy is hoarse,
And all in vain, with bidding you despise?
If you desire faith—then you 've faith enough:
What else seeks God—nay, what else seek ourselves?
You form a notion of me, we 'll suppose,
On hearsay; it 's a favorable one:
"But still" (you add), "there was no such good man,
Because of contradiction in the facts.
One proves, for instance, he was born in Rome,
This Blougram; yet throughout the tales of him
I see he figures as an Englishman."
Well, the two things are reconcilable.
But would I rather you discovered that,
Subjoining—"Still, what matter though they be?
Blougram concerns me naught, born here or there."

Pure faith indeed—you know not what you ask!

Naked belief in God the Omnipotent,
Omniscient, Omnipresent, sears too much
The sense of conscious creatures to be borne.
It were the seeing him, no flesh shall dare.
Some think, Creation 's meant to show him forth:
I say it 's meant to hide him all it can,
And that 's what all the blessed evil 's for.
Its use in Time is to environ us,
Our breath our drop of dew with shield enough
Our breath, our drop of dew, with shield enough
Against that sight till we can bear its stress.
Under a vertical sun, the exposed brain
And lidless eye and disemprisoned heart
Less certainly would wither up at once
Than mind, confronted with the truth of him.
But time and earth case-harden us to live;
The feeblest sense is trusted most; the child
Feels God a moment, ichors o'er the place,
Plays on and grows to be a man like us.
With me, faith means perpetual unbelief
Kept quiet like the snake 'neath Michael's foot
Who stands calm just because he feels it writhe.
Or, if that 's too ambitious,—here 's my box—
I need the excitation of a pinch
Threatening the torpor of the inside-nose
Nigh on the imminent sneeze that never comes.
"Leave it in peace," advise the simple folk:
Make it aware of peace by itching-fits,
Say I—let doubt occasion still more faith!

You 'll say, once all believed, man, woman, child,

In that dear middle-age these noodles praise.
How you 'd exult if I could put you back
Six hundred years, blot out cosmogony,
Geology, ethnology, what not,
(Greek endings, each the little passing-bell
That signifies some faith 's about to die),
And set you square with Genesis again,—
When such a traveller told you his last news,
He saw the ark a-top of Ararat
But did not climb there since 't was getting dusk
And robber-bands infest the mountain's foot!
How should you feel, I ask, in such an age,
How act? As other people felt and did;
With soul more blank than this decanter's knob,
Believe—and yet lie kill rob fornicate
Believe and yet lie, kill, rob, fornicate,
Full in belief's face, like the beast you 'd be!

No, when the fight begins within himself,

A man 's worth something. God stoops o'er his head,
Satan looks up between his feet—both tug—
He 's left, himself, i' the middle: the soul wakes
And grows. Prolong that battle through his life!
Never leave growing till the life to come!
Here, we 've got callous to the Virgin's winks
That used to puzzle people wholesomely:
Men have outgrown the shame of being fools.
What are the laws of nature, not to bend
If the Church bid them?—brother Newman asks.
Up with the Immaculate Conception, then—
On to the rack with faith!—is my advice.
Will not that hurry us upon our knees,
Knocking our breasts, "It can't be—yet it shall!
Who am I, the worm, to argue with my Pope?
Low things confound the high things!" and so forth.
That 's better than acquitting God with grace
As some folk do. He 's tried—no case is proved,
Philosophy is lenient—he may go!

You 'll say, the old system 's not so obsolete

But men believe still: ay, but who and where?
King Bomba's lazzaroni foster yet
The sacred flame, so Antonelli writes;
But even of these, what ragamuffin-saint
Believes God watches him continually,
As he believes in fire that it will burn,
Or rain that it will drench him? Break fire's law,
Sin against rain, although the penalty
Be just a singe or soaking? "No," he smiles;
"Those laws are laws that can enforce themselves."

The sum of all is—yes, my doubt is great,

My faith 's still greater, then my faith 's enough.
I have read much, thought much, experienced much.
Yet would die rather than avow my fear
The Naples' liquefaction may be false,
When set to happen by the palace-clock
According to the clouds or dinner-time.
I hear you recommend, I might at least
Eliminate, declassify my faith
Since I adopt it; keeping what I must
And leaving what I can—such points as this.
I won't—that is, I can't throw one away.
Supposing there's no truth in what I hold
About the need of trial to man's faith,
Still, when you bid me purify the same,
To such a process I discern no end.
Clearing off one excrescence to see two,
There's ever a next in size, now grown as big,
That meets the knife: I cut and cut again!
First cut the Liquefaction, what comes last
But Fichte's clever cut at God himself?
Experimentalize on sacred things!
I trust nor hand nor eye nor heart nor brain
To stop betimes: they all get drunk alike.
The first step, I am master not to take.

You'd find the cutting-process to your taste

As much as leaving growths of lies unpruned,
Nor see more danger in it,—you retort.
Your taste's worth mine; but my taste proves more wise
When we consider that the steadfast hold
On the extreme end of the chain of faith
Gives all the advantage, makes the difference
With the rough purblind mass we seek to rule:
We are their lords, or they are free of us,
Just as we tighten or relax our hold.
So, other matters equal, we'll revert
T th fi t bl hi h if l d
To the first problem—which, if solved my way
And thrown into the balance, turns the scale—
How we may lead a comfortable life,
How suit our luggage to the cabin's size.

Of course you are remarking all this time

How narrowly and grossly I view life,
Respect the creature-comforts, care to rule
The masses, and regard complacently
"The cabin," in our old phrase. Well, I do.
I act for, talk for, live for this world now,
As this world prizes action, life and talk:
No prejudice to what next world may prove,
Whose new laws and requirements, my best pledge
To observe then, is that I observe these now,
Shall do hereafter what I do meanwhile.
Let us concede (gratuitously though)
Next life relieves the soul of body, yields
Pure spiritual enjoyment: well, my friend,
Why lose this life i' the meantime, since its use
May be to make the next life more intense?

Do you know, I have often had a dream

(Work it up in your next month's article)
Of man's poor spirit in its progress, still
Losing true life forever and a day
Through ever trying to be and ever being—
In the evolution of successive spheres—
Before its actual sphere and place of life,
Halfway into the next, which having reached,
It shoots with corresponding foolery
Halfway into the next still, on and off!
As when a traveller, bound from North to South,
Scouts fur in Russia: what's its use in France?
In France spurns flannel: where's its need in Spain?
In Spain drops cloth, too cumbrous for Algiers!
Linen goes next and last the skin itself
Linen goes next, and last the skin itself,
A superfluity at Timbuctoo.
When, through his journey, was the fool at ease?
I'm at ease now, friend; worldly in this world,
I take and like its way of life; I think
My brothers, who administer the means,
Live better for my comfort—that's good too;
And God, if he pronounce upon such life,
Approves my service, which is better still.
If he keep silence,—why, for you or me
Or that brute beast pulled-up in to-day's "Times,"
What odds is't, save to ourselves, what life we lead?

You meet me at this issue: you declare,—

All special-pleading done with—truth is truth,
And justifies itself by undreamed ways.
You don't fear but it's better, if we doubt,
To say so, act up to our truth perceived
However feebly. Do then,—act away!
'Tis there I'm on the watch for you. How one acts
Is, both of us agree, our chief concern:
And how you'll act is what I fain would see
If, like the candid person you appear,
You dare to make the most of your life's scheme
As I of mine, live up to its full law
Since there's no higher law that counterchecks.
Put natural religion to the test
You've just demolished the revealed with—quick,
Down to the root of all that checks your will,
All prohibition to lie, kill and thieve,
Or even to be an atheistic priest!
Suppose a pricking to incontinence—
Philosophers deduce yon chastity
Or shame, from just the fact that at the first
Whoso embraced a woman in the field,
Threw club down and forewent his brains beside,
So, stood a ready victim in the reach
So, stood a eady ct t e eac
Of any brother savage, club in hand;
Hence saw the use of going out of sight
In wood or cave to prosecute his loves:
I read this in a French book t'other day.
Does law so analyzed coerce you much?
Oh, men spin clouds of fuzz where matters end,
But you who reach where the first thread begins,
You'll soon cut that!—which means you can, but won't,
Through certain instincts, blind, unreasoned-out,
You dare not set aside, you can't tell why,
But there they are, and so you let them rule.
Then, friend, you seem as much a slave as I,
A liar, conscious coward and hypocrite,
Without the good the slave expects to get,
In case he has a master after all!
You own your instincts? why, what else do I,
Who want, am made for, and must have a God
Ere I can be aught, do aught?—no mere name
Want, but the true thing with what proves its truth,
To wit, a relation from that thing to me,
Touching from head to foot—which touch I feel,
And with it take the rest, this life of ours!
I live my life here; yours you dare not live.

—Not as I state it, who (you please subjoin)

Disfigure such a life and call it names,
While, to your mind, remains another way
For simple men: knowledge and power have rights,
But ignorance and weakness have rights too.
There needs no crucial effort to find truth
If here or there or anywhere about:
We ought to turn each side, try hard and see,
And if we can't, be glad we've earned at least
The right, by one laborious proof the more,
To graze in peace earth's pleasant pasturage.
Men are not angels, neither are they brutes:
Something we may see, all we cannot see.
What need of lying? I say, I see all,
And swear to each detail the most minute
In what I think a Pan's face—you, mere cloud:
I swear I hear him speak and see him wink,
For fear, if once I drop the emphasis,
Mankind may doubt there's any cloud at all.
You take the simple life—ready to see,
Willing to see (for no cloud's worth a face)—
And leaving quiet what no strength can move,
And which, who bids you move? who has the right?
I bid you; but you are God's sheep, not mine:
"Pastor est tui Dominus." You find
In this the pleasant pasture of our life
Much you may eat without the least offence,
Much you don't eat because your maw objects,
Much you would eat but that your fellow-flock
Open great eyes at you and even butt,
And thereupon you like your mates so well
You cannot please yourself, offending them;
Though when they seem exorbitantly sheep,
You weigh your pleasure with their butts and bleats
And strike the balance. Sometimes certain fears
Restrain you, real checks since you find them so;
Sometimes you please yourself and nothing checks:
And thus you graze through life with not one lie,
And like it best.

But do you, in truth's name?

If so, you beat—which means you are not I—
Who needs must make earth mine and feed my fill
Not simply unbutted at, unbickered with,
But motioned to the velvet of the sward
By those obsequious wethers' very selves.
Look at me, sir; my age is double yours:
At yours, I knew beforehand, so enjoyed,
What now I should be—as, permit the word,
I pretty well imagine your whole range
And stretch of tether twenty years to come.
We both have minds and bodies much alike:
In truth's name, don't you want my bishopric,
My daily bread, my influence, and my state?
You're young. I'm old; you must be old one day;
Will you find then, as I do hour by hour,
Women their lovers kneel to, who cut curls
From your fat lap-dog's ear to grace a brooch—
Dukes, who petition just to kiss your ring—
With much beside you know or may conceive?
Suppose we die to-night: well, here am I,
Such were my gains, life bore this fruit to me,
While writing all the same my articles
On music, poetry, the fictile vase
Found at Albano, chess, Anacreon's Greek.
But you—the highest honor in your life,
The thing you'll crown yourself with, all your days,
Is—dining here and drinking this last glass
I pour you out in sign of amity
Before we part forever. Of your power
And social influence, worldly worth in short,
Judge what's my estimation by the fact,
I do not condescend to enjoin, beseech,
Hint secrecy on one of all these words!
You're shrewd and know that should you publish one
The world would brand the lie—my enemies first,
Who'd sneer—"the bishop's an arch-hypocrite
And knave perhaps, but not so frank a fool."
Whereas I should not dare for both my ears
Breathe one such syllable, smile one such smile,
Before the chaplain who reflects myself—
My shade's so much more potent than your flesh.
What's your reward, self-abnegating friend?
Stood you confessed of those exceptional
And privileged great natures that dwarf mine—
A zealot with a mad ideal in reach,
A poet just about to print his ode,
A statesman with a scheme to stop this war,
An artist whose religion is his art—
I should have nothing to object: such men
Carry the fire, all things grow warm to them,
Their drugget's worth my purple, they beat me.
But you,—you're just as little those as I—
You, Gigadibs, who, thirty years of age,
Write statedly for Blackwood's Magazine,
Believe you see two points in Hamlet's soul
Unseized by the Germans yet—which view you'll print—
Meantime the best you have to show being still
That lively lightsome article we took
Almost for the true Dickens,—what's its name?
"The Slum and Cellar, or Whitechapel life
Limned after dark!" it made me laugh, I know,
And pleased a month, and brought you in ten pounds.
—Success I recognize and compliment,
And therefore give you, if you choose, three words
(The card and pencil-scratch is quite enough)
Which whether here, in Dublin or New York,
Will get you, prompt as at my eyebrow's wink,
Such terms as never you aspired to get
In all our own reviews and some not ours.
Go write your lively sketches! be the first
"Blougram, or The Eccentric Confidence"—
Or better simply say, "The Outward-bound."
Why, men as soon would throw it in my teeth
As copy and quote the infamy chalked broad
About me on the church-door opposite.
You will not wait for that experience though,
I fancy, howsoever you decide,
To discontinue—not detesting, not
Defaming, but at least—despising me!
 Over his wine so smiled and talked his hour
Sylvester Blougram, styled in partibus
Episcopus, nec non—(the deuce knows what
It's changed to by our novel hierarchy)
With Gigadibs the literary man,
Who played with spoons, explored his plate's design,
And ranged the olive-stones about its edge,
While the great bishop rolled him out a mind
Long crumpled, till creased consciousness lay smooth.

For Blougram, he believed, say, half he spoke.

The other portion, as he shaped it thus
For argumentatory purposes,
He felt his foe was foolish to dispute.
Some arbitrary accidental thoughts
That crossed his mind, amusing because new,
He chose to represent as fixtures there,
Invariable convictions (such they seemed
Beside his interlocutor's loose cards
Flung daily down, and not the same way twice),
While certain hell-deep instincts, man's weak tongue
Is never bold to utter in their truth
Because styled hell-deep ('tis an old mistake
To place hell at the bottom of the earth),
He ignored these,—not having in readiness
Their nomenclature and philosophy:
He said true things, but called them by wrong names.
"On the whole," he thought, "I justify myself
On every point where cavillers like this
Oppugn my life: he tries one kind of fence,
I close, he's worsted, that's enough for him.
He's on the ground: if ground should break away
I take my stand on, there's a firmer yet
 ta e y sta d o , t e e s a e yet
Beneath it, both of us may sink and reach.
His ground was over mine and broke the first:
So, let him sit with me this many a year!"

He did not sit five minutes. Just a week

Sufficed his sudden healthy vehemence.
Something had struck him in the "Outward-bound"
Another way than Blougram's purpose was:
And having bought, not cabin-furniture
But settler's-implements (enough for three)
And started for Australia—there, I hope,
By this time he has tested his first plough,
And studied his last chapter of Saint John.

CLEON

"As certain also of your own poets have said"—

Cleon the poet (from the sprinkled isles,
Lily on lily, that o'erlace the sea,
And laugh their pride when the light wave lisps "Greece")—
To Protus in his Tyranny: much health!

They give thy letter to me, even now:

I read and seem as if I heard thee speak.
The master of thy galley still unlades
Gift after gift; they block my court at last
And pile themselves along its portico
Royal with sunset, like a thought of thee:
And one white she-slave from the group dispersed
Of black and white slaves (like the chequer-work
Pavement, at once my nation's work and gift,
Now covered with this settle-down of doves),
One lyric woman, in her crocus vest
Woven of sea-wools, with her two white hands
Commends to me the strainer and the cup
Thy lip hath bettered ere it blesses mine.

Well-counselled, king, in thy munificence!

For so shall men remark, in such an act
Of love for him whose song gives life its joy,
Thy recognition of the use of life;
Nor call thy spirit barely adequate
To help on life in straight ways, broad enough
For vulgar souls, by ruling and the rest.
Thou, in the daily building of thy tower,—
Whether in fierce and sudden spasms of toil,
Or through dim lulls of unapparent growth,
Or when the general work 'mid good acclaim
Climbed with the eye to cheer the architect,—
Didst ne'er engage in work for mere work's sake—
Hadst ever in thy heart the luring hope
Of some eventual rest a-top of it,
Whence all the tumult of the building hushed
Whence, all the tumult of the building hushed,
Thou first of men mightst look out to the East:
The vulgar saw thy tower, thou sawest the sun.
For this, I promise on thy festival
To pour libation, looking o'er the sea,
Making this slave narrate thy fortunes, speak
Thy great words, and describe thy royal face—
Wishing thee wholly where Zeus lives the most,
Within the eventual element of calm.

Thy letter's first requirement meets me here.

It is as thou hast heard: in one short life
I, Cleon, have effected all those things
Thou wonderingly dost enumerate.
That epos on thy hundred plates of gold
Is mine,—and also mine the little chant,
So sure to rise from every fishing-bark
When, lights at prow, the seamen haul their net
The image of the sun-god on the phare,
Men turn from the sun's self to see, is mine;
The Pœcile, o'er-storied its whole length,
As thou didst hear, with painting, is mine too.
I know the true proportions of a man
And woman also, not observed before;
And I have written three books on the soul,
Proving absurd all written hitherto,
And putting us to ignorance again.
For music,—why, I have combined the moods,
Inventing one. In brief, all arts are mine;
Thus much the people know and recognize,
Throughout our seventeen islands. Marvel not.
We of these latter days, with greater mind
Than our forerunners, since more composite,
Look not so great, beside their simple way,
To a judge who only sees one way at once,
One mind-point and no other at a time,—
Compares the small part of a man of us
Compares the small part of a man of us
With some whole man of the heroic age,
Great in his way—not ours, nor meant for ours.
And ours is greater, had we skill to know:
For, what we call this life of men on earth,
This sequence of the soul's achievements here
Being, as I find much reason to conceive,
Intended to be viewed eventually
As a great whole, not analyzed to parts,
But each part having reference to all,—
How shall a certain part, pronounced complete,
Endure effacement by another part?
Was the thing done?—then, what's to do again?
See, in the chequered pavement opposite,
Suppose the artist made a perfect rhomb,
And next a lozenge, then a trapezoid—
He did not overlay them, superimpose
The new upon the old and blot it out,
But laid them on a level in his work,
Making at last a picture; there it lies.
So, first the perfect separate forms were made,
The portions of mankind; and after, so,
Occurred the combination of the same.
For where had been a progress, otherwise?
Mankind, made up of all the single men,—
In such a synthesis the labor ends.
Now mark me! those divine men of old time
Have reached, thou sayest well, each at one point
The outside verge that rounds our faculty;
And where they reached, who can do more than reach?
It takes but little water just to touch
At some one point the inside of a sphere,
And, as we turn the sphere, touch all the rest
In due succession: but the finer air
Which not so palpably nor obviously,
Though no less universally, can touch
The whole circumference of that emptied sphere
The whole circumference of that emptied sphere,
Fills it more fully than the water did;
Holds thrice the weight of water in itself
Resolved into a subtler element.
And yet the vulgar pall the sphere first full
Up to the visible height—and after, void;
Not knowing air's more hidden properties.
And thus our soul, misknown, cries out to Zeus
To vindicate his purpose in our life:
Why stay we on the earth unless to grow?
Long since, I imaged, wrote the fiction out,
That he or other god descended here
And, once for all, showed simultaneously
What, in its nature, never can be shown,
Piecemeal or in succession;—showed, I say,
The worth both absolute and relative
Of all his children from the birth of time,
His instruments for all appointed work.
I now go on to image,—might we hear
The judgment which should give the due to each,
Show where the labor lay and where the ease,
And prove Zeus' self, the latent everywhere!
This is a dream:—but no dream, let us hope,
That years and days, the summers and the springs,
Follow each other with unwaning powers.
The grapes which dye thy wine are richer far,
Through culture, than the wild wealth of the rock;
The suave plum than the savage-tasted drupe;
The pastured honey-bee drops choicer sweet;
The flowers turn double, and the leaves turn flowers;
That young and tender crescent-moon, thy slave,
Sleeping above her robe as buoyed by clouds,
Refines upon the women of my youth.
What, and the soul alone deteriorates?
I have not chanted verse like Homer, no—
Nor swept string like Terpander, no—nor carved
And painted men like Phidias and his friend:
And painted men like Phidias and his friend:
I am not great as they are, point by point.
But I have entered into sympathy
With these four, running these into one soul,
Who, separate, ignored each other's art.
Say, is it nothing that I know them all?
The wild flower was the larger; I have dashed
Rose-blood upon its petals, pricked its cup's
Honey with wine, and driven its seed to fruit,
And show a better flower if not so large:
I stand myself. Refer this to the gods
Whose gift alone it is! which, shall I dare
(All pride apart) upon the absurd pretext
That such a gift by chance lay in my hand,
Discourse of lightly or depreciate?
It might have fallen to another's hand: what then?
I pass too surely: let at least truth stay!

And next, of what thou followest on to ask.

This being with me as I declare, O king,
My works, in all these varicolored kinds,
So done by me, accepted so by men—
Thou askest, if (my soul thus in men's hearts)
I must not be accounted to attain
The very crown and proper end of life?
Inquiring thence how, now life closeth up,
I face death with success in my right hand:
Whether I fear death less than dost thyself
The fortunate of men? "For" (writest thou)
"Thou leavest much behind, while I leave naught.
Thy life stays in the poems men shall sing,
The pictures men shall study; while my life,
Complete and whole now in its power and joy,
Dies altogether with my brain and arm,
Is lost indeed; since, what survives myself?
The brazen statue to o'erlook my grave,
Set on the promontory which I named.
Set o t e p o o to y c a ed
And that—some supple courtier of my heir
Shall use its robed and sceptred arm, perhaps,
To fix the rope to, which best drags it down.
I go then: triumph thou, who dost not go!"

Nay, thou art worthy of hearing my whole mind.

Is this apparent, when thou turn'st to muse
Upon the scheme of earth and man in chief,
That admiration grows as knowledge grows?
That imperfection means perfection hid,
Reserved in part, to grace the after-time?
If, in the morning of philosophy,
Ere aught had been recorded, nay perceived,
Thou, with the light now in thee, couldst have looked
On all earth's tenantry, from worm to bird,
Ere man, her last, appeared upon the stage—
Thou wouldst have seen them perfect, and deduced
The perfectness of others yet unseen.
Conceding which,—had Zeus then questioned thee,
"Shall I go on a step, improve on this,
Do more for visible creatures than is done?"
Thou wouldst have answered, "Ay, by making each
Grow conscious in himself—by that alone.
All 's perfect else: the shell sucks fast the rock,
The fish strikes through the sea, the snake both swims
And slides, forth range the beasts, the birds take flight,
Till life's mechanics can no further go—
And all this joy in natural life is put
Like fire from off thy finger into each,
So exquisitely perfect is the same.
But 't is pure fire, and they mere matter are;
It has them, not they it: and so I choose
For man, thy last premeditated work
(If I might add a glory to the scheme),
That a third thing should stand apart from both,
A quality arise within his soul,
Which, intro-active, made to supervise
And feel the force it has, may view itself,
And so be happy." Man might live at first
The animal life: but is there nothing more?
In due time, let him critically learn
How he lives; and, the more he gets to know
Of his own life's adaptabilities,
The more joy-giving will his life become.
Thus man, who hath this quality, is best.

But thou, king, hadst more reasonably said:

"Let progress end at once,—man make no step
Beyond the natural man, the better beast,
Using his senses, not the sense of sense."
In man there 's failure, only since he left
The lower and inconscious forms of life.
We called it an advance, the rendering plain
Man's spirit might grow conscious of man's life,
And, by new lore so added to the old,
Take each step higher over the brute's head.
This grew the only life, the pleasure-house,
Watch-tower and treasure-fortress of the soul,
Which whole surrounding flats of natural life
Seemed only fit to yield subsistence to;
A tower that crowns a country. But alas,
The soul now climbs it just to perish there!
For thence we have discovered ('t is no dream—
We know this, which we had not else perceived)
That there 's a world of capability
For joy, spread round about us, meant for us,
Inviting us; and still the soul craves all,
And still the flesh replies, "Take no jot more
Than ere thou clombst the tower to look abroad!
Nay, so much less as that fatigue has brought
Deduction to it." We struggle, fain to enlarge
Our bounded physical recipiency,
Increase our power, supply fresh oil to life,
Repair the waste of age and sickness: no,
It skills not! life 's inadequate to joy,
As the soul sees joy, tempting life to take.
They praise a fountain in my garden here
Wherein a Naiad sends the water-bow
Thin from her tube; she smiles to see it rise.
What if I told her, it is just a thread
From that great river which the hills shut up,
And mock her with my leave to take the same?
The artificer has given her one small tube
Past power to widen or exchange—what boots
To know she might spout oceans if she could?
She cannot lift beyond her first thin thread:
And so a man can use but a man's joy
While he sees God's. Is it for Zeus to boast,
"See, man, how happy I live, and despair—
That I may be still happier—for thy use!"
If this were so, we could not thank our lord,
As hearts beat on to doing; 't is not so—
Malice it is not. Is it carelessness?
Still, no. If care—where is the sign? I ask,
And get no answer, and agree in sum,
O king, with thy profound discouragement,
Who seest the wider but to sigh the more.
Most progress is most failure: thou sayest well.

The last point now:—thou dost except a case—

Holding joy not impossible to one
With artist-gifts—to such a man as I
Who leave behind me living works indeed;
For, such a poem, such a painting lives.
What? dost thou verily trip upon a word,
Confound the accurate view of what joy is
(Caught somewhat clearer by my eyes than thine)
With feeling joy? confound the knowing how
A d h i h t li ( f lt )
And showing how to live (my faculty)
With actually living?—Otherwise
Where is the artist's vantage o'er the king?
Because in my great epos I display
How divers men young, strong, fair, wise, can act—
Is this as though I acted? if I paint,
Carve the young Phœbus, am I therefore young?
Methinks I 'm older that I bowed myself
The many years of pain that taught me art!
Indeed, to know is something, and to prove
How all this beauty might be enjoyed, is more:
But, knowing naught, to enjoy is something too.
Yon rower, with the moulded muscles there,
Lowering the sail, is nearer it than I.
I can write lore-odes: thy fair slave 's an ode.
I get to sing of love, when grown too gray
For being beloved: she turns to that young man,
The muscles all a-ripple on his back.
I know the joy of kingship: well, thou art king!

"But," sayest thou—(and I marvel, I repeat,

To find thee trip on such a mere word) "what
Thou writest, paintest, stays; that does not die:
Sappho survives, because we sing her songs,
And Æschylus, because we read his plays!"
Why, if they live still, let them come and take
Thy slave in my despite, drink from thy cup,
Speak in my place. Thou diest while I survive?
Say rather that my fate is deadlier still,
In this, that every day my sense of joy
Grows more acute, my soul (intensified
By power and insight) more enlarged, more keen;
While every day my hairs fall more and more,
My hand shakes, and the heavy years increase—
The horror quickening still from year to year,
The consummation coming past escape,
When I shall know most and yet least enjoy
When I shall know most, and yet least enjoy—
When all my works wherein I prove my worth,
Being present still to mock me in men's mouths,
Alive still, in the praise of such as thou,
I, I the feeling, thinking, acting man,
The man who loved his life so over-much,
Sleep in my urn. It is so horrible,
I dare at times imagine to my need
Some future state revealed to us by Zeus,
Unlimited in capability
For joy, as this is in desire for joy,
—To seek which, the joy-hunger forces us:
That, stung by straitness of our life, made strait
On purpose to make prized the life at large—
Freed by the throbbing impulse we call death,
We burst there as the worm into the fly,
Who, while a worm still, wants his wings. But no!
Zeus has not yet revealed it; and alas,
He must have done so, were it possible!

Live long and happy, and in that thought die:

Glad for what was! Farewell. And for the rest,
I cannot tell thy messenger aright
Where to deliver what he bears of thine
To one called Paulus; we have heard his fame
Indeed, if Christus be not one with him—
I know not, nor am troubled much to know.
Thou canst not think a mere barbarian Jew,
As Paulus proves to be, one circumcised,
Hath access to a secret shut from us?
Thou wrongest our philosophy, O king,
In stooping to inquire of such an one,
As if his answer could impose at all!
He writeth, doth he? well, and he may write.
Oh, the Jew findeth scholars! certain slaves
Who touched on this same isle, preached him and Christ;
And (as I gathered from a bystander)
 And (as I gathered from a bystander)
Their doctrine could be held by no sane man.

RUDEL TO THE LADY OF TRIPOLI

Originally published in Bells and Pomegranates as the first of two
poems, Cristina being the other, under the title Queen Worship.
 I

I know a Mount, the gracious Sun perceives

First, when he visits, last, too, when he leaves
The world; and, vainly favored, it repays
The day-long glory of his steadfast gaze
By no change of its large calm front of snow.
And underneath the Mount, a Flower I know,
He cannot have perceived, that changes ever
At his approach: and, in the lost endeavor
To live his life, has parted, one by one,
With all a flower's true graces, for the grace
Of being but a foolish mimic sun,
With ray-like florets round a disk-like face.
Men nobly call by many a name the Mount
As over many a land of theirs its large
Calm front of snow like a triumphal targe
Is reared, and still with old names, fresh names vie,
Each to its proper praise and own account:
Men call the Flower the Sunflower, sportively.

II

Oh, Angel of the East, one, one gold look

Across the waters to this twilight nook,
—The far sad waters, Angel, to this nook!

III

Dear Pilgrim, art thou for the East indeed?

Go!—saying ever as thou dost proceed,
That I, French Rudel, choose for my device
A sunflower outspread like a sacrifice
Before its idol. See! These inexpert
And hurried fingers could not fail to hurt
The woven picture; 't is a woman's skill
 Indeed; but nothing baffled me, so, ill
Or well, the work is finished. Say, men feed
On songs I sing, and therefore bask the bees
On my flower's breast as on a platform broad:
But, as the flower's concern is not for these
But solely for the sun, so men applaud
In vain this Rudel, he not looking here
But to the East—the East! Go, say this, Pilgrim dear!

ONE WORD MORE

TO E. B. B.

London, September, 1855

Originally appended to the collection of Poems called Men and
Women, the greater portion of which has now been, more correctly,
distributed under the other titles of this edition. R. B.