Deck 9: Microcultures

Question 1

Culture is hierarchical.

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Media are often distinguished easily based on the proportion of male and female customers.

Answer 3

True

Question 4

Coca-Cola has been identified as one of the top teen brands.

Question 5

While there are several types of microcultures in Europe, there are only a few in Canada.

Question 6

Television networks like W or Oprah Winfrey TV are segmented appeal to a predominately female market.

Question 7

Each consumer belongs to only one cultural group.

Question 8

A cohort is a group of people who have lived the same major experiences in their life.

Question 9

People of the same age tend to share many of the same values and develop similar consumer preferences.

Question 10

In the book Sex in the Snow: Canadian Social Values at the End of the Millennium, Michael Adams identifies six "tribes" in Canada based on age and their values.

Question 11

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

Question 12

A microculture is not really considered a culture.

Question 13

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

Question 14

Convergence is a situation in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.

Question 15

The "Baby Boomer" generation was born before 1945.

Question 16

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

Question 17

Each microculture brings with it role expectations for its members.

Question 18

The Baby Boomer generation was born during relatively poor and volatile economic times.

Question 19

A microculture is less significant than the overall culture in terms of the potential influence on consumer behaviour.

Question 20

World teen culture reflects the speculation that teenagers around the world are more similar to each other than to people from other generations in the same culture.

Question 21

The largest group of first generation Canadians comes from Western Europe.

Question 22

By serving the markets that grew up playing in the playgroups and eating Happy Meals, McDonald's has shifted from looking at markets based on their age to one where they are capitalizing on a cohort group.

Question 23

Canadians are predominantly Islamic.

Question 24

A food marketer launching a new Gourmet Burger should be aware of the dietary restrictions and the sensitivity of the religious cultures he serves

Question 25

The majority of Canadians are Catholic.

Question 26

The number of people who speak French as their first language is increasing in Canada.

Question 27

Generation X was born between 1982 and 1995.

Question 28

The largest ethnic group in Canada is of Western European descent.

Question 29

The religious orientation of the world is predominantly Christian.

Question 30

Research has shown that including overt Christian symbols, such as the fish symbol, in advertisements caused consumers of all religions to rate the perceived quality of service higher than when the symbol was not included in an advertisement.

Question 31

Evangelical Christians often follow a kosher diet, which places a high standard on cleanliness and purity of foods.

Question 32

The Millennial generation has been referred to as the "always connected" generation, meaning that they are constantly in touch with other consumers through various technologies.

Question 33

Stigmatization means that the consumer is marked in some way that indicates his or her place in society.

Question 34

Canada is sometimes referred to as a melting pot because it is a blend of people from a wide range of ethnic backgrounds.

Question 35

Catholics tend to be more comfortable with material acquisitions than are Protestants.

Question 36

Kosher diets prohibit all meat.

Question 37

In the Islamic religion, the word halal describes the dietary restrictions that prohibit certain foods.

Question 38

Comparing today's country music star in his 30s with a country music star of the same age in 1950 clearly demonstrates how generational effects have impacted today's country music artists and sound.

Question 39

Generation X have been in the workforce during long periods of growth and are considered to be optimistic.

Question 40

Generation X was born between 1965 and 1979 and has been referred to as the "Baby Bust" generation.

Question 41

Social strata have unequal access to scarce and valuable resources.

Question 42

Ten major social classes have been identified in Canada.

Question 43

Demographics refers to relatively tangible human characteristics that describe consumers.

Question 44

Which term refers to a group of people who share similar values and tastes that are subsumed within a larger culture?

A) subgroup
B) secondary group
C) microculture
D) cultural segment

Question 45

Income and age are two of the most recognizable determinants of social class.

Question 46

Charlie is a teenager who belongs to a youth group at his church. He does activities with this group that he wouldn't do otherwise, such as help elderly church members with their yard work and grocery shopping. He also participates in bible studies and athletic activities with this group. What is this youth group an example of?

A) a terminal group
B) an assimilation mechanism
C) a microculture
D) a subversive group

Question 47

One notable trend in the United States is increasing consumer affluence.

Question 48

Almost 50% of Canadians can carry on a conversation in both English and French.

Question 49

Consumers use products or objects, called status symbols, to signal their place in society.

Question 50

It is estimated that by 2020, China's "one child" policy will result in approximately 30 million more women than men.

Question 51

Hip Hop and Goth microcultures are also labelled as street microcultures.

Question 52

Ontario has the highest population growth in Canada.

Question 53

One notable demographic trend is increasing birth rates in Western countries.

Question 54

Which term refers to the situation that occurs when people feel that there are competing expectations based on societal norms?

A) cultural conflict
B) environmental conflict
C) external conflict
D) role conflict

Question 55

Islam is rapidly growing in popularity in Europe.

Question 56

The median age of the Aboriginal population is the same as all of Canada at 40 years old.

Question 57

The countries with the highest birth rates in the world are among the richest.

Question 58

By 2017, one in five Canadians will belong to a visible minority.

Question 59

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

Question 60

Other countries besides Canada have microcultures.

Question 61

Which term describes the finding that people who are at the same point in life end up sharing many of the same values and develop similar consumer preferences?

A) cohort-based microcultures
B) generational microcultures
C) age-based microcultures
D) chronological microcultures

Question 62

In comparison to men, how much money do women earn and how is this wage gap changing?

A) Women make more money than men and the gap is increasing.
B) Women make more money than men and the gap is decreasing.
C) Women make less money than men and the gap is increasing.
D) Women make less money than men and the gap is decreasing.

Question 63

Carl turned 55 years old in 2012. To which generational microculture does Carl belong?

A) the Greatest Generation
B) the Baby Boomers
C) Generation X
D) Generation Y

Question 64

In which area will the world teen culture have the most in common with each other?

A) video games
B) religious beliefs
C) cosmetic brands
D) political ideas

Question 65

Look around and you'll see that most fraternity members wear Polo shirts. They have chosen to join a fraternity and want to define themselves from other students on campus, and wearing a certain brand of clothing helps them do that. Which term refers to this phenomenon in which students choose membership in a fraternity in an effort to stand out or define themselves from the crowd?

A) divergence
B) tradition
C) core societal value
D) role-specific behaviour

Question 66

Lowes redesigned their home improvement stores to be brighter and to have wider aisles and improved displays. Which group of people did Lowes hope to attract as a result of the changes?

A) Generation X
B) world teen culture
C) seniors
D) women

Question 67

Of the 12 "tribes" in Canada, which group represents the largest percentage of the population?

A) Disengaged Darwinists
B) Aimless Dependents
C) New Aquarians
D) Social Hedonists

Question 68

To attract more women, how did the box store Best Buy change its marketing tactics?

A) by offering cheaper prices
B) by placing all products that interest women in one section of the store
C) by also selling their products in small stores in shopping centres and malls
D) by making sure women were in all the television ads

Question 69

Which of the following 12 "tribes" has fear as one of their key values?

A) Aimless Dependents
B) Social Hedonists
C) Cosmopolitan Modernists
D) Thrill Seeking Materialists

Question 70

Which term refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd?

A) assimilation
B) acculturation
C) divergence
D) stratification

Question 71

Travel to any major city in a developed nation and you'll see teenagers with iPod buds stuck in their ears while looking at Facebook; it seems as though teenagers are pretty much the same throughout the developed world. What is the term for this phenomenon?

A) global homogamy
B) world teen culture
C) demographic consistency
D) cohort consistency

Question 72

Randy and Cindy are both professionals in the same field and were planning on attending a conference together. However, their two-year-old daughter got ill, so Randy stayed home to take care of her while Cindy attended the conference. They decided that Cindy should go because she had more responsibilities in the professional organization. When others asked where Randy was, she told them that he stayed home with their sick daughter. People asked why she didn't stay home instead because, after all, she was the mother. What did Cindy most likely feel as a result of these competing expectations between being a mother and being a professional?

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

Question 73

Which term refers to the speculation that young people around the globe who are ages 13 to 19 are more similar to each other than they are to people from other generations in the same culture?

A) shared cohort culture
B) world teen culture
C) millennial culture
D) connected culture

Question 74

Twelve "tribes" have been identified in Canada. They are based on values and one other demographic variable. What is the other demographic variable?

A) region
B) sex
C) age
D) religion

Question 75

Which term describes a group of students who start elementary school together and go through school together?

A) market segment
B) cohort
C) strata
D) reference group

Question 76

In which area will the world teen culture have the least in common with each other?

A) smoking
B) video games
C) use of cellphones
D) cosmetic brands

Question 77

Which term refers to the societal expectations for men and women among members of a cultural group?

A) sex roles
B) gender requirements
C) gender equity
D) traditional roles

Question 78

Which term describes a group of people who have lived the same major experiences in their lives?

A) cohort
B) strata
C) reference group
D) schema

Question 79

Which generational group has an enormous amount of buying power and will be the first group to substantially influence the economy later on in their lives?

A) the Greatest Generation
B) the Baby Boomers
C) Generation X
D) Generation Y

Question 80

In an effort to reach out to female athletes, Adidas launched a new running shoe that will help women when they're hitting the pavement. Why did the global athletic brand most likely design the Adidas PureBoost X specifically for women?

A) It identified a role conflict between men and women.
B) It identified a need for women to be divergent and define themselves.
C) It identified a distinct male and female segment in the running shoe category.
D) It identified a distinct societal expectation between men and women.