Deck 10: Microcultures

Question 1

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

Answer 1

False

Question 2

Consumers belonging to the Generation X grew up spending time with both parents at home that is why this group tend to be relatively impulsive and optimistic.

Answer 2

False

Question 3

Consumers belonging to the greatest generation are relatively impulsive in their buying behaviors and are least price conscious.

Answer 3

False

Question 4

The Baby Boomers were born during a time in the United States that was marked by pessimism and economic instability.

Question 5

Income is a recognizable determinant of social class.

Question 6

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

Question 7

Culture is non-hierarchical in nature where both large and small cultures are interlinked in a single chain.

Question 8

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

Question 9

Hungry Shepherd, a fast food chain, introduces a separate menu during Lent which includes dishes comprising only fish and vegetables. This scenario depicts the influence of ethnic microculture.

Question 10

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

Question 11

In order to avoid marketing discrepancies, it is advisable not to use the demographic information along with geodemographic information.

Question 12

In the context of ethnic microculture, the varying ethnicities of consumers in the United States have no effect on their consumption patterns.

Question 13

Immigration plays a key role in adding to the cultural diversity of nations around the world.

Question 14

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

Question 15

Due to increasing consumer affluence, poverty has ceased to be a major problem worldwide.

Question 16

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

Question 17

The more generations removed from the ancestral country, the closer a consumer is likely to be to maintain traditional culture.

Question 18

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

Question 19

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

Question 20

Generations provide a good basis for marketing segments because a consumer's age identifies his or her generation.

Question 21

Catholic Christians, a religious microculture in the United States, are relatively conservative in their approach to life, and emphasize hard work and accomplishment as important goals.

Question 22

Consumer groupings are ineffective when microcultures are involved.

Question 23

Younger Millennials are referred to as the first "always connected" generation because they are constantly in touch with other consumers through various technologies.

Question 24

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

Question 25

The U.S. Census Bureau's website provides an estimate of the U.S. population on a yearly basis.

Question 26

Allen actively participates in the following eSports tournaments that are held annually around the world. He roots for his favorite team UniVi Gaming, a Swedish professional gaming team, in every game. In this scenario, Allen's interest in eSports is an example of an age-based microculture.

Question 27

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 28

Men and women make identical consumer decisions that help marketers to minimize production cost and increase product value.

Question 29

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

Question 30

Marriages comprising people from similar economic backgrounds are an example of the influence of ethnic microculture on behavior.

Question 31

Maurice is an avid fan of heavy metal music. However, his parents, being staunch followers of Christianity do not entertain such music in their residence. In this scenario, Maurice is experiencing stigmatization.

Question 32

Marketers and employers can easily communicate with Generation Z consumers regarding their consumer choices and demands.

Question 33

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 34

The Internet facilitates communication among consumers around the world, contributing to what some believe is a more universally similar world teen culture.

Question 35

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

Question 36

In the U.S. Census Bureau's website, marketers can compare their targets to the demographic numbers given on the website to see if they should proceed with marketing their products in the targeted regions.

Question 37

A smaller group cannot be distinguished from the larger group that it belongs to as they are inherently the same.

Question 38

According to the Jewish tradition, a kosher diet consists of the simultaneous consumption of meat with dairy products.

Question 39

Asian-Americans are scattered around the United States, making it tough for marketers to effectively reach this customer group.

Question 40

The differences between societal expectations of men and women vary less in Eastern cultures than they do in Western cultures, in which sex-based divisions in roles remain more obvious.

Question 41

Richard was born in 1976. His parents got divorced when he was five years old. Since then, he has been a cynic, but now he is a strong believer of traditional family values. In the context of generational microculture, Richard, most likely, is a _____consumer.

A) Generation X
B) Millennial
C) Baby Boomer
D) greatest generation

Question 42

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) unit
B) cohort
C) legion
D) order

Question 43

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 _____ category.

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

Question 44

Timothy is planning to attend a concert of his favorite rock band with his friends. However, he is not comfortable wearing jeans and heavy boots to the show like his friends had planned, instead he prefers putting on a loose t-shirt and boxer shorts. In this scenario, Timothy is most likely experiencing _____.

A) role conflict
B) divergence
C) role reversal
D) convergence

Question 45

Young consumers who were born between 1995 and 2010 belong to the _____ group.

A) Generation X
B) Baby Boomers
C) Millennials
D) Generation Z

Question 46

Which of the following statements is true of cognitive structuring in terms of male and female segments?

A) Women and men make consumer decisions in the same way.
B) Men make poorer choices than women due of cognitive structuring.
C) Women tend to process information in a more piecemeal fashion.
D) Men tend to be more logical in their processing of information.

Question 47

Miles was born into a traditional, middle-class family. Miles worked hard as a student and graduated from Harvard Law School. Today, he is considered one among the elite of Manhattan. In the given scenario, Miles worked his way into the social class called _____.

A) ascribed status
B) desired status
C) aspired status
D) achieved status

Question 48

When a consumer faces a situation involving conflicting expectations based on cultural expectations, he is experiencing _____.

A) stigmatization
B) divergence
C) role conflict
D) cognitive structuring

Question 49

Which of the following statements is true of the Millennials?

A) They tend to view technology as a means to build community and relationships.
B) They tend to be frugal and follow utilitarian motivations with their purchases.
C) They tend to closely associate automobile as the key to freedom, unlike their parents.
D) They tend to be largely pessimistic due to the impact of the Great Depression.

Question 50

Which of the following types of analyses develops a profile of a consumer group based on relatively tangible human characteristics such as age, ethnicity, sex, occupation, income, region, religion, and gender?

A) An ethnographic analysis
B) An orthographic analysis
C) A geographic analysis
D) A demographic analysis

Question 51

Which of the following statements is true of Generation Z consumers?

A) They tend to be frugal and follow largely utilitarian motivations with their purchases.
B) Their lives and values are shaped very much by World War II and their post-war experiences.
C) They will be the first truly "global" generation due to racial and cultural diversity.
D) They were long thought to be a group that was marked by alienation and cynicism.

Question 52

When Charles married Candace, everyone agreed that it was a match made in heaven. They were both doctors with strong traditional values, and both grew up in the countryside. Charles and Candace's marriage best illustrates an instance of _____.

A) homogamy
B) endogamy
C) exogamy
D) polygamy

Question 53

In the context of microcultures, which of the following statements is true of male and female segments?

A) Relative to women, men tend to be more heuristic/intuitive in their processing of information.
B) Marketers do not need to be aware of the relative sex roles within societies as they are all same.
C) The differences between societal expectations of men and women vary less in Eastern cultures.
D) Sex roles are found only in patriarchal societies where men have greater authority than women.

Question 54

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 category of the _____.

A) greatest generation
B) silent generation
C) Baby Boomers
D) Millennials

Question 55

Many young, working couples choose to have just one kid or none at all. These couples hardly have any responsibilities like saving up for children's education or securing children's future. This leaves them with more than enough money to spend on luxury goods. Most of them enjoy high spending power and splurge on a lot of luxurious goods. In this scenario, which of the following is a trend that is most likely to influence the consumer behavior?

A) Declining birthrates
B) Declining consumer affluence
C) Increasing life expectancy
D) Increasing population

Question 56

Everyone thinks that Rachel is a lucky girl as she was born into a very rich family. She is the heir to one of the largest conglomerates in the world. The social class to which Rachel belongs is her _____.

A) achieved status
B) ideal status
C) desired status
D) ascribed status

Question 57

Wen, a consumer researcher, is conducting a research on the buying behavior of the Hispanics. As part of her study, she calculates a consumer's buying power by relating it to the consumer's income. The consumer attributes that Wen employs in her research can best be described as _____.

A) ethnographics
B) demographics
C) psychographics
D) orthographics

Question 58

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

A) greatest generation
B) silent generation
C) Millennials
D) Baby Boomers

Question 59

Wizard Battles has a rather large number of dedicated players online. These gamers are from different ethnic, demographic, and geographic backgrounds, but they all share the same passion for the game. This microculture of gamers can be referred to as a(n) _____.

A) religious microculture
B) generational microculture
C) street microculture
D) age-based microculture

Question 60

Which of the following statements is true of ethnic microculture in the United States?

A) Americans are unaware of their legacy beyond America.
B) Consumption of products is affected by heritage.
C) Immigrants are least likely to embrace their own culture.
D) Acculturation process does not affect consumption.

Question 61

The social class into which a consumer works his or her way into is referred to as his or her _____.

A) achieved status
B) ideal status
C) ascribed status
D) desired status

Question 62

Which of the following statements is true of microcultures?

A) The differences between societal expectations of men and women vary less in Eastern cultures.
B) Even a small group is substantially significant in terms of the potential influence on consumer behavior.
C) One person can belong to only one microculture at a time and cannot enjoy the benefits of other cultures.
D) Microcultures are arbitrary in nature and hence, do not bring any role expectations for their members.

Question 63

Greg, a high school student, is a part of a fraternity whose members have taken to smoking and drinking. Greg decided to join the group to distinguish himself from the rest of the people of his age. Which of the following phenomena best describes Greg's decision to join a fraternity to define himself?

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

Question 64

Businesses dealing with planned retirement communities have become profitable as the baby boomer population becomes older. Identify the trend affecting consumer behavior in this scenario.

A) Declining birthrates
B) Declining consumer affluence
C) Increasing life expectancy and the aging consumer
D) Increasing cultural diversity

Question 65

What is the significance of role expectations in microcultures?

A) They allow consumers to make their own decisions, which ultimately give microcultures their identity.
B) They portray the idea that smaller groups are less significant in influencing consumer behavior.
C) They discourage consumers from joining other existing microcultures.
D) They validate the authenticity of consumers' membership in that group.

Question 66

The social class into which a consumer is born is referred to as his or her _____.

A) achieved status
B) aspired status
C) ascribed status
D) desired status

Question 67

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

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

Question 68

A culturally defined group to which a consumer belongs based on resources like prestige, income, occupation, and education is known as a _____.

A) social cohort
B) social network
C) social order
D) social class

Question 69

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 throughout the developed world generally have the same preferences. This phenomenon labeled as world teen culture is an example of a(n) _____.

A) generational microculture
B) regional microculture
C) street microculture
D) age-based microculture

Question 70

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

A) The Baby Boomers category
B) The silent generation category
C) The greatest generation category
D) The Millennials category

Question 71

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

A) regional microcultures
B) religious microcultures
C) generation microcultures
D) ethnic microcultures

Question 72

Rodeo, a popular animal-riding sport in Texas, draws huge crowds every time it is organized. However, there are certain groups who believe that the sport encourages 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) oppositional culture
B) macroculture
C) microculture
D) overculture

Question 73

Which of the following statements is true of religious microcultures?

A) Budget allocations are free from religious influences.
B) Protestants are liberal in their approach to life.
C) Religious microcultures of Christianity and Islam are identical.
D) Religion affects consumers' diets and the clothing they wear.

Question 74

Stana is a 24-year-old working woman. She is very technologically savvy and believes in staying connected with her friends online, at all times. She loves visiting a local coffee shop near her small apartment in an urban area that provides WiFi accessibility. She prefers to walk to the coffee shop than to drive. Stana belongs to the _____ group.

A) Baby Boomers
B) Generation X
C) Generation Z
D) Millennials

Question 75

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, a consumer makes use of _____.

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

Question 76

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) _____.

A) regional microculture
B) age-based microculture
C) generational microculture
D) street microculture

Question 77

In sociology, a marriage that comprises people from similar classes is referred to as _____.

A) polygamy
B) monogamy
C) polyandry
D) homogamy

Question 78

Which of the following statements is true about the social class microculture in the United States?

A) Consumers gain an ascribed status by working their way into a social class.
B) The social class into which a consumer is born is termed an achieved status.
C) Social class tends to be a better predictor of purchases that involve symbolic products.
D) All consumers in a social class will strive to move up the social ladder.

Question 79

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

A) cohort
B) clan
C) tribe
D) order

Question 80

Neer, a second-generation Asian immigrant, has had a close-knit upbringing. He is not as orthodox as his family and has adopted the American culture to some extent. He often has to deal with situations where he has to form preferences based on his Asian culture or American culture. Which of the following terms best describes Neer in this situation?

A) Bilingualism
B) Bicultural
C) Cultural heritage
D) Creolization