Test bank consumer behavior 10e schiffman kanuk chapter 12

Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 12 Subcultures and Consumer Behavior 1) In addition to segmenting markets in terms of cultural factors, marketers also segment societies into smaller that consist of people who are similar in terms of their ethnic origin, customs and ways of behavior A) micromarkets B) individual markets C) racial subcultures D) subcultures E) microsocieties Answer: D Diff: Page Ref: 372 AACSB: Analytic Skills Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture 2) Nationality, religion, race, and age are examples of sociocultural and demographic variables upon which are based A) societal analysis B) cross national cultural analysis C) societal classifications D) subcultural divisions E) cultural classifications Answer: D Diff: Page Ref: 372 Skill: Application Objective: 12.1: Understand what subculture is and its relationship to culture 3) Members of a specific possess beliefs, values, and customs that set them apart from other members of the same society A) subculture B) demographic C) trait D) race E) ideology Answer: A Diff: Page Ref: 374 Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture ScholarStock 4) A distinct cultural group that exists as an identifiable segment within a larger, more complex society is known as a A) trait B) subculture C) race D) religion E) ideology Answer: B Diff: Page Ref: 374 Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture 5) When discussing subcultures, it is important to note that each individual could be A) a member of either the dominant culture or a subculture B) a member of one subculture only C) a member of two subcultures only D) a member of four subcultures at the most E) a member of many subcultures, as there is no limit Answer: E Diff: Page Ref: 374 AACSB: Reflective Thinking Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture 6) The proportion of non-Hispanic whites in the U.S population is projected to over the next several decades A) increase B) decrease C) diffuse D) remain at same level E) dramatically rise Answer: B Diff: Page Ref: 375 Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 7) Subcultures are A) mutually exclusive in terms of membership B) a hindrance to market segmentation C) dynamic and evolving D) vastly different in values and beliefs from dominant American culture E) static Answer: C Diff: Page Ref: 375 Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior ScholarStock 8) are examples of subcultural categories based on age A) Lower, middle, and upper B) Greek, Italian, and Russian C) Eastern, Southern, and Southwestern D) Female and male E) Teenagers, Generation Xers, and the elderly Answer: E Diff: Page Ref: 375, Table 12.1 AACSB: Analytic Skills Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 9) are examples of subcultural categories based on geographic region A) Lower, middle, and upper B) Greek, Italian, and Russian C) Eastern, Southern, and Southwestern D) Female and male E) Teenagers, Generation Xers, and the elderly Answer: C Diff: Page Ref: 375, Table 12.1 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 10) In the United States, more than one in every people is foreign born This shows how important nationally subcultures are A) 10 B) 20 C) 30 D) 40 E) 50 Answer: A Diff: Page Ref: 375 AACSB: Analytic Skills Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior ScholarStock 11) When it comes to consumer behavior, ancestral pride associated with is manifested most strongly in the consumption of ethnic foods, in travel to the "homeland," and in the purchase of numerous cultural artifacts A) ethnic subcultures B) nationality subcultures C) race subcultures D) religious subcultures E) gender subcultures Answer: B Diff: Page Ref: 375 AACSB: Multicultural and Diversity Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 12) The Hispanic American market is an example of which subculture? A) social class B) nationality C) race D) religious E) gender Answer: B Diff: Page Ref: 376 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 13) Ethnic clothing, art, music, and foreign-language newspapers are examples of that can be associated with national subcultures A) cultural artifacts B) loyalty drivers C) ambassadors D) fixation products E) cross-cultural bridges Answer: A Diff: Page Ref: 375 AACSB: Analytic Skills Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior ScholarStock 14) Hispanic youths are more fashion conscious and are more likely to seek out and be loyal to well-known brands than their non-Hispanic counterparts This is an example of a subcultural characteristic based on A) age B) nationality C) religion D) geographic region E) gender Answer: B Diff: Page Ref: 375 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 15) In contrast to other American population segments, Hispanic Americans are A) more religious B) more populous C) more patriotic D) younger E) more highly educated Answer: D Diff: Page Ref: 376 Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 16) Which of the following is true of Hispanic-American households? A) Hispanic Americans tend to be members of smaller families B) Hispanic Americans are less likely to live in an extended family household C) Hispanic American households are less likely to contain children D) Hispanics spend more time caring for their children E) The majority of all Hispanic Americans under the age of 18 living in the United States were born in Latin America Answer: D Diff: Page Ref: 376 AACSB: Multicultural and Diversity Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior ScholarStock 17) Despite the various countries of origin of Hispanic Americans, this subcultural group can be considered as a single market based on A) age B) nationality C) geographic location D) religion E) language Answer: E Diff: Page Ref: 376 Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 18) constitute the largest Hispanic subcultural group A) Cubans B) Dominicans C) Nicaraguans D) Puerto Ricans E) Mexicans Answer: E Diff: Page Ref: 376 AACSB: Analytic Skills Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 19) In relation to consumer behavior, Hispanic consumers A) prefer well-established brands B) traditionally shop at large grocery chains C) are price- rather than fashion-conscious when it comes to clothing D) prefer frozen to fresh or prepared food items E) tend to be impulse buyers Answer: A Diff: Page Ref: 378, Table 12.3 AACSB: Multicultural and Diversity Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior ScholarStock 20) Of the indicators marketers have used to determine who is Hispanic, and indicators are particularly appealing, because they permit consumers to define or label themselves A) Spanish surname; country of origin B) self-identification; Spanish spoken at home C) Spanish surname; degree of identification D) country of family ancestry; Spanish surname E) self-identification; degree of identification Answer: E Diff: Page Ref: 378 Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 21) Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on A) nationality B) religion C) age D) gender E) geographic location Answer: B Diff: Page Ref: 382 Skill: Concept Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior 22) Christmas is the major gift-purchasing season of the year This corresponds with which type of subculture? A) racial B) ethnic C) age D) religious E) nationality Answer: D Diff: Page Ref: 382 Skill: Application Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior ScholarStock 23) Kosher seals on food items are placed to cater to a(n) subculture A) ethnic B) racial C) religious D) nationality E) geographic location Answer: C Diff: Page Ref: 382 AACSB: Multicultural and Diversity Skill: Application Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior 24) The South and Midwest prefer white soft bread; the East and West coasts prefer firmer breads This is an indication that marketers must recognize subcultures A) demographic B) geographic C) racial D) ethnic E) nationality Answer: B Diff: Page Ref: 382 AACSB: Analytic Skills Skill: Application Objective: 12.4: Understand geographic and regional residences as subcultural influences on consumer behavior 25) The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South and Midwest, is an indication that marketers must research subcultures A) demographic B) geographic C) racial D) ethnic E) religious Answer: B Diff: Page Ref: 383 Skill: Application Objective: 12.4: Understand geographic and regional residences as subcultural influences on consumer behavior ScholarStock 26) Caucasian, African American, Asian American, and American Indian are the major subcultures in the United States A) geographic B) nationality C) religious D) racial E) age Answer: D Diff: Page Ref: 384 Skill: Concept Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 27) consumers currently constitute the second largest minority in the United States A) Hispanic B) Asian Americans C) Caucasian D) African American E) American Indian Answer: D Diff: Page Ref: 384 Skill: Concept Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 28) Which of the following is true of the consumer behavior of African American consumers? A) African American consumers prefer generic products B) African Americans are not brand loyal C) African Americans tend to buy high fashions and name brands as "signals of their success." D) African American teens spend less on clothing and fine jewelry than other U.S teens E) African Americans tend to make fewer trips to the grocery store during the course of the week Answer: C Diff: Page Ref: 386 AACSB: Multicultural and Diversity Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 29) Which of the following subcultures spends more per week on grocery shopping than the rest? A) African Americans B) Hispanic Americans C) Caucasians D) Asian Americans E) American Indians Answer: A Diff: Page Ref: 386 Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior ScholarStock 30) Which of the following is true of African Americans' in relation to marketing and media? A) African American adults tend to place a great deal of trust in African American-centric media B) Major advertisers targeting the African American market find specialized agencies to provide no benefit over general advertising agencies C) Personal grooming and food products targeted to African Americans are best advertised through mass media D) African Americans typically spend less time watching television than Caucasians E) Few African Americans believe that most advertising is targeted to white people Answer: A Diff: Page Ref: 387 Skill: Concept Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 31) On a percentage basis, which of the following is the fastest-growing American minority? A) African Americans B) Hispanic Americans C) Latin Americans D) Asian Americans E) Eastern European Americans Answer: D Diff: Page Ref: 388 Skill: Concept Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 32) are considered to be largely family oriented, highly industrious, and strongly driven to achieve a middle-class lifestyle A) African Americans B) Hispanic Americans C) Latin Americans D) Asian Americans E) Eastern European Americans Answer: D Diff: Page Ref: 389 AACSB: Multicultural and Diversity Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 10 ScholarStock 50) Which of the following best describes Gen Xers? A) They are highly brand loyal B) They respond positively to image-building hype C) They are value oriented, weighing price-quality relationships D) Their purchasing behavior could be described as narcissistic E) They are against branding Answer: E Diff: Page Ref: 396 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 51) The annual discretionary income of seniors amounts to of the discretionary income of the United States A) 30% B) 40% C) 50% D) 60% E) 70% Answer: C Diff: Page Ref: 396 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 52) Research reveals that for older consumers appears to be more important in determining consumer behavior than A) cognitive age; chronological age B) generational age; chronological age C) cognitive age; generational age D) chronological age; cognitive age E) generational age; cognitive age Answer: A Diff: Page Ref: 396 AACSB: Reflective Thinking Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 16 ScholarStock 53) In relation to the Internet, A) those over 55 are more likely than the average adult to use the Internet to purchase books, stocks, and computer equipment B) the majority of seniors are currently using the internet C) there are more Internet users under the age of 20 than over the age of 50 D) there is an inverse relationship between the amount of time an older adult spends on the Internet and the difficulty he or she experiences in leaving the house E) the majority of seniors on the Internet are accessing chat rooms Answer: A Diff: Page Ref: 398 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 54) Which of the following is true of the "traditional elderly"? A) They are especially knowledgeable and alert customers B) They see age as a physical state C) They are selectively innovative D) They seek new experiences and personal challenges E) They feel financially secure Answer: B Diff: Page Ref: 397, Table 12.15 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 55) Which of the following is true of the "new-age elderly"? A) They are not innovative B) They seek stability and a secure routine C) They perceive themselves to be of normal health for their age D) They feel life should be dependable and routine E) They see themselves as younger than their chronological age Answer: E Diff: Page Ref: 397, Table 12.15 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 56) Which of the following is true of gender roles and consumer behavior? A) Women have traditionally been cast as the providers or breadwinners B) Men show superior affect and purchase intention toward ads that are verbal and complex C) Women are less likely to purchase online than men D) Women exhibit superior affect and purchase intention toward ads that are simple and attribute-oriented E) Competitiveness and neatness have traditionally been considered feminine traits Answer: C Diff: Page Ref: 400 AACSB: Multicultural and Diversity Skill: Application Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 17 ScholarStock 57) In the U.S., percent of the women over 16 are working A) 30 B) 50 C) 60 D) 72 E) 81 Answer: C Diff: Page Ref: 400 Skill: Concept Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 58) In the U.S., percent of all business travelers are women A) 10 B) 25 C) 40 D) 50 E) 75 Answer: C Diff: Page Ref: 400 Skill: Concept Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 59) Working women accomplish "time economy" in their shopping behavior by A) shopping more frequently B) clipping coupons C) shopping during the weekdays D) being brand loyal E) visiting a number of stores rather than being store loyal Answer: D Diff: Page Ref: 401 Skill: Application Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 60) The most popular medium for female audiences is the A) radio B) magazine C) television D) Internet E) newspaper Answer: B Diff: Page Ref: 401 Skill: Application Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 18 ScholarStock JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60 He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild 61) In the JONES MINI CASE, 60 is Bob's , whereas 75 is Bob's A) chronological age; cognitive age B) cognitive age; generational age C) generational age; cognitive age D) cognitive age; chronological age E) generational age; chronological age Answer: D Diff: Page Ref: 396 Skill: Application Objective: 11.6: Understand how the impact of culture on consumer behavior is measured 62) In the JONES MINI CASE, Bob is a part of which of the following age cohorts? A) Generation X B) Twixter C) Generation Y D) Senior E) Baby Boomer Answer: D Diff: Page Ref: 396 Skill: Application Objective: 11.6: Understand how the impact of culture on consumer behavior is measured 63) In the JONES MINI CASE, Bob's grandchildren are most likely part of which of the following age cohorts? A) Generation X B) Buster C) Senior D) Generation Y E) Baby Boomer Answer: D Diff: Page Ref: 392 Skill: Application Objective: 11.6: Understand how the impact of culture on consumer behavior is measured 19 ScholarStock 64) In the JONES MINI CASE, as a cognitive age, 60 is Bob's A) feel age B) look age C) age D) interest age E) thought age Answer: A Diff: Page Ref: 396 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 65) In the JONES MINI CASE, which of the following labels best describes the Jones'? A) traditional elderly B) new-age elderly C) old-old D) stereotypical elderly E) technophobic elderly Answer: B Diff: Page Ref: 397, Table 12.15 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products 66) In the GROCERY STORE MINI CASE, SuperMart is trying to draw Hispanic consumers away from , more traditional Hispanic grocery shopping venues A) bodegas B) tendencias C) haciendas D) casas comerciales E) revueltas Answer: A Diff: Page Ref: 376 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 20 ScholarStock 67) In the GROCERY STORE MINI CASE, SuperMart polled community members in areas surrounding existing SuperMart stores Which of the following indicators would be most useful in identifying Hispanics in those communities? A) Spanish surname B) self-identification C) Spanish spoken at home D) country of origin E) country of family ancestry Answer: B Diff: Page Ref: 378 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 68) In the GROCERY STORE MINI CASE, in order to reach a majority of Hispanic adults whose first language is spanish, SuperMart should A) advertise in English on the radio B) advertise in English on television C) advertise in Spanish on television D) advertise in Spanish in the newspaper E) advertise in Spanish on billboards Answer: C Diff: Page Ref: 379 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 69) In the GROCERY STORE MINI CASE, SuperMart is targeting a(n) subcultural category of consumers A) age B) geographic C) nationality D) social class E) gender Answer: C Diff: Page Ref: 375 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 21 ScholarStock 70) In the GROCERY STORE MINI CASE, which of the following is most likely to appeal to Hispanics? A) the availability of store-name or unknown brands B) large, impersonal SuperMart grocery stores C) the wide selection of frozen and prepared items offered at SuperMart D) cents-off coupons on well-known brands E) a store lay-out geared toward impulse buyers Answer: D Diff: Page Ref: 378, Table 12.3 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior SMITH MINI CASE: Carl Smith is a 37 year-old, Baptist, African American living in Louisiana He frequently shops at Pinkerton's for items like toothpaste and hair-care products Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers Carl recently received direct-mail advertising from a Pinkerton's urging him to purchase his holiday decorations before the season rush starts 71) In the SMITH MINI CASE, Carl belongs to which of the following age subcultures? A) Generation X B) Twixter C) Generation Y D) Baby boomers E) Seniors Answer: A Diff: Page Ref: 394 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 72) In the SMITH MINI CASE, the best way for Pinkerton's to advertise to Carl is through A) mainstream radio B) television directed specifically toward African Americans C) main stream television D) mainstream magazines E) radio directed specifically toward African Americans Answer: B Diff: Page Ref: 388 Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 22 ScholarStock 73) In the SMITH MINI CASE, which of the following things can Pinkerton's to attract more African American consumers? A) sell more generic products B) give back to the Black Community C) eliminate the grocery section of the store D) expand the selection of clothing and jewelry on sale E) advertise in Spanish Answer: B Diff: Page Ref: 386 Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 74) In the SMITH MINI CASE, Pinkerton's direct-mail advertisement is targeting Carl based on Carl's subculture membership A) racial B) religious C) ethnic D) gender E) age Answer: B Diff: Page Ref: 382 Skill: Application Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior 75) In the SMITH MINI CASE, if Pinkerton's chose to send direct mail with different product features to different consumers based on the region of the country, Pinkerton's would be segmenting on the basis of subculture A) racial B) geographic C) ethnic D) religious E) age Answer: B Diff: Page Ref: 382 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 76) Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of the larger society of which they are a subset Answer: FALSE Diff: Page Ref: 374 Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture 23 ScholarStock 77) Each American is, in large part, a product of the "American way of life." Each American, however, is at the same time a member of various subcultures Answer: TRUE Diff: Page Ref: 374 Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture 78) Nationality is inconsequential as a subcultural reference that guides what people value and what they buy Answer: FALSE Diff: Page Ref: 375 AACSB: Reflective Thinking Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 79) Hispanics have replaced African Americans as the largest minority group in the United States Answer: TRUE Diff: Page Ref: 376 Skill: Concept Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 80) Hispanics tend to be members of smaller families, and are more likely to live in an extended family household Answer: FALSE Diff: Page Ref: 376 AACSB: Multicultural and Diversity Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 81) The majority of Hispanic Americans speak only Spanish Answer: FALSE Diff: Page Ref: 376 AACSB: Multicultural and Diversity Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 82) Commonly, consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of various religious holidays Answer: TRUE Diff: Page Ref: 382 Skill: Concept Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior 24 ScholarStock 83) Jews consume the majority of Kosher food Answer: FALSE Diff: Page Ref: 382 AACSB: Multicultural and Diversity Skill: Application Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior 84) Regional differences in consumption behavior are especially clear when it comes to food and drink, but rarely appear as brand preferences Answer: FALSE Diff: Page Ref: 383 AACSB: Multicultural and Diversity Skill: Application Objective: 12.4: Understand geographic and regional residences as subcultural influences on consumer behavior 85) The African American subcultural grouping is best described as a single, undifferentiated market, consisting of consumers who have a uniform set of needs Answer: FALSE Diff: Page Ref: 385 Skill: Concept Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 86) For products of very broad appeal, such as aspirin or toothpaste, African Americans can probably be most effectively reached through mass media Answer: TRUE Diff: Page Ref: 387 Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 87) Hispanic Americans are the most diverse ethnic group in the United States today Answer: FALSE Diff: Page Ref: 388 Skill: Concept Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 88) Asian American consumers value quality, often associating quality with well-known upscale brands Answer: TRUE Diff: Page Ref: 390 Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 25 ScholarStock 89) An individual's demand for specific types of products and services remains consistent over the course of his or her life Answer: FALSE Diff: Page Ref: 392 AACSB: Reflective Thinking Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 90) Tweens visit shopping malls more frequently than any other age group Answer: TRUE Diff: Page Ref: 393 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 91) The 21-29 year olds spanning the gap between Generation X and Generation Y are known as Tweens Answer: FALSE Diff: Page Ref: 393 AACSB: Analytic Skills Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 92) Early adulthood is the longest adult life stage for most consumers Answer: FALSE Diff: Page Ref: 396 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 93) It is generally accepted that older people's perceptions of their ages are more important in determining behavior than their chronological ages Answer: TRUE Diff: Page Ref: 396 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 94) There are more Internet users over 50 than there are under 20 years of age Answer: TRUE Diff: Page Ref: 398 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 95) Older models tend to be underrepresented in advertisements or are often shown as being infirm or feeble Answer: TRUE Diff: Page Ref: 398 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 26 ScholarStock 96) Younger age groups tend to be more store-loyal than older shoppers Answer: FALSE Diff: Page Ref: 399 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 97) In American society, competitiveness and talkativeness were considered traditional masculine traits Answer: FALSE Diff: Page Ref: 399 Skill: Concept Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 98) Women are more concerned with online security than men Answer: TRUE Diff: Page Ref: 400 Skill: Concept Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 99) The needs of married women who work outside the home differ from those of women who not work outside the home Answer: TRUE Diff: Page Ref: 400 Skill: Concept Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 100) Working women are less brand loyal than non-working women Answer: FALSE Diff: Page Ref: 401 AACSB: Reflective Thinking Skill: Application Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 101) Define the term "subculture." How subcultures relate to the common culture of the larger society of which subcultures are a part? Answer: Subculture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society The members of a specific subculture possess beliefs, values, and customs that set them apart from other members of the same society These subcultures adhere to most of the dominant cultural beliefs, values, and behavioral patterns of the larger society Diff: Page Ref: 374 AACSB: Reflective Thinking Skill: Concept Objective: 12.1: Understand what subculture is and its relationship to culture 27 ScholarStock 102) The cultural profile of a society or nation is a composite of two distinct elements Identify these elements and give examples of how they pertain to American society Answer: The cultural profile of a society or nation is a composite of two distinct elements: ∙ the unique beliefs, values, and customs subscribed to by members of specific subcultures Students may identify any unique characteristics of subcultures Those described in the text include subcultures defined by race, religion, age, gender, and geographic locality For example, Hispanic consumers traditionally prefer to shop at smaller stores, such as the bodegas of the New York metropolitan area ∙ the central or core cultural themes that are shared by most of the population, regardless of specific subcultural memberships Students may identify any of the characteristics attributed to American culture in Chapter 12 These include value of freedom of choice, youthfulness, activity, achievement and success, progress, and humanitarianism Diff: Page Ref: 374 AACSB: Analytic Skills Skill: Application Objective: 12.1: Understand what subculture is and its relationship to culture 103) The United States has a history of attracting people from all over the globe How does this diversity of background influence consumer behavior? Answer: Nationality is an important subcultural reference that guides what people value and what they buy As of the 2000 U.S Census, about one in ten Americans is foreign born There is frequently a strong sense of identification and pride in the language and customs of one's ancestors When it comes to consumer behavior, this ancestral pride is manifested most strongly in the consumption of ethnic foods, in travel to the "homeland," and in the purchase of numerous cultural artifacts, such as ethnic clothing, art, music, and foreign-language newspapers Interest in these goods and services has expanded rapidly as younger Americans attempt to better understand and more closely associate with their ethnic roots Diff: Page Ref: 375 Skill: Application Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior 104) Why is it of importance to marketers to segment the market according to religious subcultures? Answer: Consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of various religious holidays Christmas, for example, has become the major gift giving season of the year Diff: Page Ref: 382 AACSB: Multicultural and Diversity Skill: Application Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer behavior 28 ScholarStock 105) What is the best way to reach the African American market? Answer: There are two ways, depending on the product category For products with a very broad appeal that might be shared by the general population, mass media is effective For other products, such as personal grooming products or food products, marketers use selected media directed exclusively to African Americans Diff: Page Ref: 387 AACSB: Multicultural and Diversity Skill: Application Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior 106) What makes the Baby Boomer market so attractive to marketers? Answer: Marketers have found baby boomers a particularly desirable target audience because: ∙ they are the single largest distinctive age category alive today; ∙ they frequently make important consumer decisions; ∙ they contain small subsegments of trendsetting consumers who have influence on the consumer tastes of other age segments of society Diff: Page Ref: 394 AACSB: Reflective Thinking Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 107) Compare Baby Boomers and Generation Xers in terms of attitudes toward brands and pricequality attitudes Answer: Baby boomers are brand loyal and will buy products that are conspicuously consumed They buy to indulge and buy for others Generation Xers are against branding and are very price-oriented and concerned about the cost of individual items Diff: Page Ref: 396, Table 12.14 AACSB: Reflective Thinking Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 108) America is aging What three factors are driving the growth of the elderly population in the United States? Answer: ∙ The declining birthrate ∙ The aging of the huge baby boomer segment ∙ Improved medical diagnosis and treatment Diff: Page Ref: 396 Skill: Concept Objective: 12.6: Understand age as a subcultural influence on consumer behavior 29 ScholarStock 109) How is the elderly market segmented? Answer: The elderly market is segmented into three chronological age categories: the young-old span from 65-74 years of age; the old span from 75-84 years of age; and the old-old are those over 85 years old The elderly market can also be segmented in terms of motivations and quality of life orientation, and cognitive age (e.g., feel age, age, interest age, look age, and health age) Diff: Page Ref: 397 Skill: Application Objective: 12.6: Understand age as a subcultural influence on consumer behavior 110) How is the working-woman market segmented? Answer: Stay at home housewives; plan to work housewives; just a job working women, who tend to work because they need the extra income; and career-oriented women, which tend to be managerial and professional Diff: Page Ref: 401 Skill: Concept Objective: 12.7: Understand gender as a subcultural influence on consumer behavior 30 ScholarStock ... Skills Skill: Application Objective: 12. 2: Understand nationality as a subcultural influence on consumer behavior 19) In relation to consumer behavior, Hispanic consumers A) prefer well-established... Concept Objective: 12. 5: Understand racial identity as a subcultural influence on consumer behavior 28) Which of the following is true of the consumer behavior of African American consumers? A) African... Objective: 12. 6: Understand age as a subcultural influence on consumer behavior 52) Research reveals that for older consumers appears to be more important in determining consumer behavior