Deck 10: Microcultures

Question 1

A microculture is defined as a group of people who share similar values and tastes that are subsumed within a larger culture.

Answer 1

True

Question 2

Men tend to process information in a more piecemeal fashion than women.

Answer 2

False
Women tend to process information in a more piecemeal fashion than men.

Question 3

The "Borderland" region,according to the Nine Nations approach,covers the Northern U.S.states that share a border with Canada.

Answer 3

False
The Borderland covers the southwestern U.S.states that share a border with Mexico.

Question 4

Culture explains the habits and idiosyncrasies of all groups of consumers.

Question 5

All microcultures have identical and consistent role expectations for its members.

Question 6

The nine nation approach in segmentation asserts the fact that consumer priorities remain consistent across regions.

Question 7

Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions.

Question 8

A cohort is a group of people who have lived the same major experiences in their life,and the experiences end up shaping their core values.

Question 9

When a consumer faces a situation involving conflicting expectations based on cultural expectations,he or she is experiencing role conflict.

Question 10

A microculture is less significant in terms of its potential influence on consumer behavior.

Question 11

Divergence refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.

Question 12

The differences between societal expectations of men and women vary more in Western cultures than they do in Eastern cultures.

Question 13

Men and women make consumer decisions identically.

Question 14

The role provides a signal as to the behaviors that one should perform to truly belong to the group.

Question 15

People who age in the same generation belong to the same cohort.

Question 16

The term age-based microculture describes the finding that people of the same age develop similar consumer preferences.

Question 17

Consumer groupings are ineffective when microcultures are involved.

Question 18

The term subculture is often used to capture much the same idea as microculture.

Question 19

Women are more likely to process information based on the way it is framed and on the categories it evokes.

Question 20

Sex roles refer to the societal expectations for men and women among members of a cultural group.

Question 21

Stigmatization means that the consumer is marked in some way that indicates their place in society.

Question 22

According to the kosher diet,dairy products cannot be consumed simultaneously with meat.

Question 23

In the Islamic religion,the word kosher describes the dietary restrictions that prohibit meats that are not slaughtered in the prescribed manner.

Question 24

Bicultural consumers express higher ethnocentrism than their counterparts in the native country and thus are less open to products from their new country.

Question 25

The Millennials collectively are referred to as the "digital natives."

Question 26

The Baby Boomers were born prior to 1928.

Question 27

Restaurateurs who serve markets with a heterogeneity of religious groups need to be well aware of the dietary restrictions and the sensitivity of these different groups to violations of the restrictions.

Question 28

Marketers consider Baby Boomers an important segment because many Boomers have saved significant sums of money for retirement and plan to enjoy good times well into their elderly years.

Question 29

Generations provide a good basis for marketing segments because the consumer's age identifies their generation.

Question 30

The term unicultural is used to describe immigrants as they face decisions and form preferences based on their old or new cultures.

Question 31

Generation Z represents young consumers born between 1995 and 2010.

Question 32

The silent generation consumers are largely characterized by lavish spending and extravagant lifestyles.

Question 33

The Millennial generation has been referred to as the first "always connected" generation.

Question 34

Asian-Americans are scattered around the U.S.making it tough for marketers to effectively reach this customer group.

Question 35

Generation X consumers have also been referred to as "latchkey" kids.

Question 36

The varying ethnicities of consumers in the U.S.have no effect on their consumption patterns.

Question 37

Generation X consumers were born between 1981 and 1995.

Question 38

The Baby Boomers were born in relatively poor and volatile economic times.

Question 39

Relative to the other minority groups,the Hispanic culture is highly educated and highly affluent.

Question 40

The Jewish Federation implements tzedakah which enables the poor to access products they may not otherwise be able to access.

Question 41

The term habitus refers to mental and cognitive structures through which individuals perceive the world based largely on their standing in a social class.

Question 42

The social class in which a consumer is born into is termed as the consumer's achieved status.

Question 43

A group of people who share similar values and tastes that are subsumed within a larger culture is defined as a _____.

A)native culture
B)macroculture
C)microculture
D)global culture
E)mainstream culture

Question 44

Rodeo,a popular animal-riding sport in Texas,draws huge crowds every time it is organized.However,there are others among them who view the sport as encouraging animal cruelty and hence they stage protests to ban this sport.These people come together and form groups to further the cause of safeguarding animals.Such groups are an example of a(n)_____.

A)universal culture
B)macroculture
C)subculture
D)collective culture
E)mainstream culture

Question 45

Southerners are distinguished from others by their hospitality as well as their love for tradition.This is an example of difference based on _____ microcultures.

A)regional
B)sex-role based
C)age-based
D)religious
E)street

Question 46

Microcultures are local phenomena and are confined to a specific region.

Question 47

Jane had very few friends in school until she joined Techno-buzz,a group for technology enthusiasts.She felt a sense of belongingness with the group and met other members with whom she shared many common interests.This is an example of belonging to a _____.

A)collective culture
B)mainstream culture
C)macroculture
D)microculture
E)global culture

Question 48

The advantage of considering social class in consumer behavior is that all consumers in a social class will act similarly.

Question 49

Many aspiring artists identify themselves with various bohemian groups which are seen as unconventional and liberating.Such groups are an example of a(n)_____.

A)collective culture
B)universal culture
C)mainstream culture
D)microculture
E)macroculture

Question 50

The phenomenon in which consumers often choose membership in microcultures in an effort to stand out or define themselves from the crowd is called _____.

A)resurgence
B)acculturation
C)divergence
D)enculturation
E)stratification

Question 51

In sociology,marriages comprising of people from similar classes is referred to as exogamy.

Question 52

Income is a recognizable determinant of social class.

Question 53

Randy and Cindy,a married couple who are professionals in the same field,were planning to attend a conference together.However,when their two-year-old daughter fell ill,Randy stayed home to take care of her,while Cindy attended the conference.When Cindy told fellow attendees why her husband could not make it for the conference,they were surprised that she was not the one who stayed back at home as she was the mother.Which of the following is Cindy most likely to have experienced due to the conflicting expectations between being a mother and being a professional?

A)Expectation divergence
B)Role conflict
C)Relational conflict
D)Cognitive dissonance
E)Structural conflict

Question 54

Greg is part of a fraternity whose members wear only Polo shirts to college.Greg and his friends have chosen to join it as they wanted to define themselves from other students on campus,and wearing a certain brand of clothing helps them achieve that.Which of the following phenomena best describes the students' decision to join a fraternity to define themselves?

A)Divergence
B)Enculturation
C)Resurgence
D)Acculturation
E)Assimilation

Question 55

Chicago is famous for its mouth-watering hot dogs where the hot dog is either steamed or simmered in water.This hot dog is unlike any other found in the rest of the country.This is an example of culinary difference arising out of different _____ microcultures.

A)regional
B)sex-role
C)age-based
D)religious
E)generational

Question 56

Social stratification can be defined as the division of society into classes that have unequal access to scarce and valuable resources.

Question 57

The combination of working couples and lower birthrates has led to greater levels of consumer affluence.

Question 58

When consumers work their way into a class,it is termed as their ascribed status.

Question 59

When a consumer faces a situation involving conflicting expectations based on cultural expectations,he or she is said to be experiencing _____ conflict.

A)armed
B)relational
C)physical
D)structural
E)role

Question 60

Demographics refer to observable,statistical aspects of populations such as age,gender,or income.

Question 61

Americans born between 1928 and 1945 tend to be frugal and follow largely utilitarian motivations with their purchases.The generational microculture group illustrated here is the _____.

A)Baby Boomers
B)greatest generation
C)silent generation
D)Millennials
E)Generation X

Question 62

Which of the following is true about gender differences in making consumer decisions?

A)Men tend to be more heuristic/intuitive in their processing.
B)Men tend to process information in a more piecemeal fashion.
C)Women tend to process information based on the way it is framed.
D)Women tend to process information based on the categories it evokes.
E)Men generally tend to make poorer consumer choices than women.

Question 63

Louis was born in 1920 and spent four years in the Navy during World War II.He doesn't understand his grandchildren's spending habits because he was always thrifty.Which of the following generational microcultures is Louis most likely to belong?

A)Baby Boomers
B)Silent generation
C)Generation X
D)Millennials
E)Greatest generation

Question 64

Carla is a 75-year-old woman.Her life's choices have been influenced by her experiences of the Great Depression as well as World War II.She spends sparingly and buys only what is of practical use to her.Which of the following generational microcultures is Carla most likely to belong?

A)Baby Boomers
B)Silent generation
C)Generation X
D)Generation Z
E)Millennials

Question 65

The reliance on schema-based heuristics in making decisions is known as cognitive _____.

A)dissonance
B)distortion
C)structuring
D)divergence
E)imaging

Question 66

The societal expectations for men and women among members of a cultural group are referred to as _____.

A)gender sanctions
B)gender identification
C)gender socialization
D)sex roles
E)sex ratios

Question 67

Most men hate shopping for clothes and use product price as an indicator for quality.Many believe expensive products as a guarantee for good quality.In making a buying decision based on price-quality heuristic,the consumer is making use of _____.

A)cognitive distortion
B)cognitive dissonance
C)cognitive imaging
D)cognitive divergence
E)cognitive structuring

Question 68

A group of students from different parts of the country started elementary school together.They graduated high school at a time when higher education costs made it very difficult for parents to finance college education.Most of them took loans to complete college.This experience made them financially responsible and they started saving up early in life.This collective group of individuals can best be described as belonging to the same _____.

A)tribe
B)cohort
C)legion
D)series
E)order

Question 69

Americans born between 1946 and 1964,during a time in the United States that was marked by optimism and relative economic security,belong to the _____.

A)greatest generation
B)silent generation
C)Baby Boomers
D)Millennials
E)Generation X

Question 70

A group of people who have lived the same major experiences in their life with the experiences shaping their core values is referred to as a(n)_____.

A)cohort
B)series
C)tribe
D)legion
E)order

Question 71

Traditional advertisements for cookware have always focused on appealing to women consumers.Such advertisements make use of consumer differences arising out of microcultures based on different _____.

A)sex roles
B)religions
C)regions
D)ethnicities
E)generations

Question 72

Majority of teenagers in developed nations are seen either browsing the Internet or listening to music on their smartphones or other electronic gadgets.It can be said that teenagers pretty much have the same preferences throughout the developed world.This phenomenon labeled as world teen culture is an example of a(n)_____ microculture.

A)generational
B)sex-role based
C)age-based
D)street
E)regional

Question 73

Consumers born between 1965 and 1980,long thought to be a group that was marked by alienation and cynicism,belong to the _____.

A)greatest generation
B)Baby Boomers
C)Millennials
D)Generation X
E)silent generation

Question 74

Which of the following generational microcultures is also referred to as Generation Y?

A)Greatest generation
B)Silent generation
C)Baby Boomers
D)Millennials
E)Global generation

Question 75

Which of the following generational microcultures is also referred to as the "latchkey" kids?

A)Greatest generation
B)Silent generation
C)Baby Boomers
D)Generation X
E)Millennials

Question 76

Carl turned 55-years old in 2012.He retired early from his job as he had enough savings for a good life.Carl belongs to the _____ group.

A)greatest generation
B)silent generation
C)Generation X
D)Millennials
E)Baby Boomers

Question 77

Americans who were born before 1928,and whose lives and values were shaped very much by World War II and post-war experiences,belong to the _____.

A)greatest generation
B)Baby Boomers
C)Generation X
D)Millennials
E)Generation Y

Question 78

Eve is a brand of jeans named after a style journal for women.The brand conducted a survey recently and found out that men avoided buying Eve jeans as they associated the brand exclusively with women.Which of the following is illustrated through this scenario?

A)Cognitive dissonance
B)Cognitive distortion
C)Cognitive divergence
D)Cognitive structuring
E)Cognitive imaging

Question 79

Richard was born in 1976.His parents divorced when he was five years old.Since then he has been a cynicist,but now he is a strong believer of traditional family values.The generational microculture Richard belongs to is _____.

A)Generation X
B)Millennials
C)Baby Boomers
D)greatest generation
E)Generation Y

Question 80

Teenagers around the world are more similar to each other than to people from other generations in the same culture.This is an example of a(n)_____ microculture.

A)regional
B)age-based
C)sex-role based
D)generational
E)street