Question 1

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

Accepted Answer

Boomers were born during a time in the United States that was marked by optimism and relative economic security.

Question 2

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

Accepted Answer

The term microculture is used to portray the idea that the group is smaller but in no way less significant in terms of the potential influence on consumer behavior than the overall culture.

Question 3

Culture is hierarchical.

Accepted Answer

Culture is often organized in a hierarchical manner with certain beliefs, values, and practices being viewed as more important or significant than others. This can lead to power differentials and social stratification within a society.

Question 4

Each microculture brings with it role expectations for its members.

Accepted Answer

Microcultures are characterized by specific values, beliefs, and traditions that shape the behavior of their members. These cultural norms typically include role expectations that guide individuals in their interactions with others and inform their attitudes and behavior.

Question 5

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

Accepted Answer

The differences between societal expectations of men and women vary less in western cultures than they do in eastern cultures.

Question 6

While there are several types of microcultures in Europe, there are only a few in the United States.

Accepted Answer

There are many types of microcultures in the United States.

Question 7

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

Accepted Answer

Cognitive structuring involves relying on pre-existing schema or mental frameworks in decision-making. This can lead to cognitive biases and errors in judgment.

Question 8

A retrosexual male tends to focus on fashion, self-indulgence, shopping, and the blurring of traditional male/female stereotypes.

Accepted Answer

This is a metrosexual male. The term retrosexual refers to men who have returned to the ways of yesteryear by doing things like holding doors for women, paying for dates, and exhibiting chivalry in general towards women. Brands and fashion are still important for the retrosexual man, but the attitude is vastly different form the metrosexual.

Question 9

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

Accepted Answer

Role conflict arises when a person is confronted with incompatible demands, expectations, or opportunities associated with their different roles. When cultural expectations conflict with personal beliefs or values, this can lead to role conflict for the consumer.

Question 10

Each consumer belongs to only one cultural group.

Accepted Answer

Each consumer belongs to many cultural groups, such as a national culture, ethnic culture, regional culture, and other types of subcultures.

Question 11

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.

Accepted Answer

Baby Boomers are an important target market for marketers as they have saved significant sums of money for retirement and plan to continue spending and enjoying their lives in their later years.

Question 12

A microculture is not really considered a culture.

Accepted Answer

A microculture is indeed a culture, only smaller.

Question 13

The "Baby Boomer" generation was born before 1946.

Accepted Answer

The "greatest generation" refers to American consumers born before 1946. Baby Boomers were born between 1946 and 1964 1965.

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.

Accepted Answer

This phenomenon is known as divergence.

Question 15

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.

Accepted Answer

World teen culture is often characterized by shared interests and values, such as music, fashion, and technology, that transcend national boundaries and cultural differences. This has led to the perception that teenagers from different countries may have more in common with each other than with older members of their own culture. However, it is important to recognize that there is also significant diversity within the teenage population, and that cultural influences can still shape the experiences and behaviors of adolescents in different parts of the world.

Question 16

North American has been divided into four regional microcultures.

Accepted Answer

The book, The Nine Nations of North America, identifies nine geographical regions that supposedly share similar value profiles and thus contain consumers with similar preferences.

Question 17

Relative to men, women tend to be more heuristic/intuitive in their processing.

Accepted Answer

Men tend to be more heuristic/intuitive in their processing.

Question 18

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

Accepted Answer

People of similar age may have similar life experiences and cultural influences, which can shape their values and preferences in similar ways. This is known as the age-cohort effect. However, it's important to note that individuals within the same age group can have different values and preferences based on their unique backgrounds and circumstances.

Question 19

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

Accepted Answer

Sex roles are defined as the set of expectations, attitudes, and behaviors that a given culture considers appropriate for men and women. These roles are usually informed by cultural norms, values, and beliefs and are often passed down from one generation to the next through various socialization processes.

Question 20

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

Accepted Answer

A cohort is a group of individuals who share a common characteristic or experience, such as being born in the same year, graduating from the same university, or serving in the same military unit. This shared experience creates a bond and shapes their attitudes, behaviors, and life trajectory in a similar way.

Quiz 9: Microcultures