Deck 13: Subcultures

Question 1

Which of the following is not listed as a determiner of how much a person will save (saving rate)?

A) World events such as wars
B) The relationship between the lending prime rate and growth rates
C) The individual's own sense of optimism about his or her personal circumstances
D) Cultural differences
E) National events such as the election of a prime minister

Answer 1

B

Question 2

Consumer demand for goods and services depends on:

A) economics and finance
B) the money to buy the product or service
C) ability and willingness to buy
D) understanding the product or service
E) target marketing and PR

Answer 2

C

Question 3

Trisha grew up in a drug- ridden intercity neighborhood. Through sheer determination and intelligence,Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The concept of was developed to assess the impact of such inconsistencies.

A) inconsistent markers
B) status crystallization
C) a taste culture
D) hierogamy
E) homogamy

Answer 3

B

Question 4

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance would be sold to a working- class man compared to an upper- class man?

A) The promotion to the working- class man would emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper- class promotion would emphasize the long- term consequences of the choice.
B) The promotion to the working- class man would emphasize the long- term benefits of insurance, while the upper- class promotion would emphasize the short- term consequences of the choice.
C) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.
D) The promotion to the working- class man would emphasize words while the upper- class promotion would emphasize pictures.
E) The promotion to the working- class man would emphasize pictures while the upper- class promotion would emphasize words.

Question 5

Differentiating people on the basis of their aesthetic and intellectual preferences is consistent with the concept of:

A) social patterning
B) class separation
C) art appreciation
D) social engineering
E) taste cultures

Question 6

After three years of hard work, Nancy finally became the director of the marketing department. To celebrate she shopping and bought some new expensive outfits. Nancy's attitude toward luxury is:

A) indulgence
B) crystallized
C) reward
D) functional
E) hedonic

Question 7

Jacques, when viewing television ads for furniture, is more interested in hearing about sturdiness than fashionability. This is a characteristic of:

A) old fashioned approaches
B) creative pleasure seekers
C) social adaptability
D) working class consumers
E) low income earners

Question 8

Universally people develop a whereby they are ranked in terms of their relative standing in society.

A) ranking order
B) social placement
C) placement order
D) pecking order
E) deployment order

Question 9

Products are frequently bought and displayed as status symbols. This is especially true in .

A) traditional, hierarchical societies
B) smaller, rural societies
C) tribal, matriarchal societies
D) primitive, non- industrial societies
E) large, modern societies

Question 10

Because consumers beliefs about what the future holds is such an important determinant of how much they will pump into the economy when making discretionary purchases, many companies take forecasts about intended spending seriously (e.g., "Do you plan to buy [a car] in the next year?") and have surveys conducted to measure:

A) social strength
B) consumer purchase behaviour
C) consumer confidence
D) discretionary spending
E) economic health

Question 11

If you were going to construct a questionnaire to determine "consumer confidence," you might be advised to ask all of the following questions except for .

A) "Do you plan to buy a car in the next year?"
B) "Would you say that you and your family are better off or worse off financially than a year ago?"
C) "Do you think the GDP growth rate will be as predicted at the beginning of the year?
D) "Will you be better off or worse off a year from now?"
E) "Are you happy with your job?"

Question 12

refers to the passage of individuals from one social class to another.

A) Social prestige
B) Social trending
C) Social maneuvering
D) Social affinity
E) Social mobility

Question 13

The lower classes use more restrictive codes than do the upper classes. How does this knowledge change the way insurance would be sold to a working- class man compared to an upper- class man?

A) The promotion to the working- class man would emphasize pictures while the upper- class promotion would emphasize words.
B) The promotion to the working- class man would emphasize the long- term benefits of insurance, while the upper- class promotion would emphasize the short- term consequences of the choice.
C) The promotion to the working- class man would use a large vocabulary, while the upper- class promotion would contain few qualifiers.
D) The promotion to the working- class man would emphasize his immediate satisfaction in knowing that his family will be cared for, while the upper- class promotion would emphasize the long- term consequences of the choice.
E) Both men would receive the same ad because elaboration codes have been found to be irrelevant to this product category.

Question 14

Middle and upper classes with a more sophisticated worldview tend to approach complex basic concepts such as time, social relationships, and objects, using:

A) animated codes
B) elaborated codes
C) extrinsic codes
D) content- specific codes
E) restricted codes

Question 15

The Bartons through a massive birthday party for their youngest daughter. They decorated the event like a carnival, hired a clown, had a huge balloon drop, even brought in an elephant for three hours. The Bartons' behaviour is an example of:

A) negative resource allocation
B) conspicuous waste
C) affluenza
D) presumptuous consumption
E) trickle down theory

Question 16

A major class difference involves the worldview of consumers. These behaviours are typical of working classes EXCEPT:

A) they evaluate products in utilitarian terms, such as comfort or sturdiness
B) they envy higher social classes and try to maintain the appearance of a high- status lifestyle
C) their buying behaviour is dictated by immediate or short- term needs
D) they have a more intimate and constricted view of the world, involving their relatives and community
E) their vacation trips tend to be short and nearby

Question 17

Max's family is part of what is called "the new rich." They are the newer social elite, drawn from current professionals. His father is a medical doctor and his mother is vice president at a large urban bank. Max's family (based on the description given in the text) belongs to which of the following social class categories?

A) Upper- Middle
B) Middle
C) Lower- Upper
D) Upper- Upper
E) Lower- Middle

Question 18

Katrina, a new recruit for Maple Leaf Foods, is promoted very quickly over longer- term employees, and is given a parking space with the company vice presidents. This is an example of:

A) rapid advancement
B) company favouritism
C) social stratification
D) corporate culture
E) employee discrimination

Question 19

Richard worked very hard on his grades and worked after school part time to be able to afford tutors to help him advance his education. When he was named number one in his class, he was given a certain status. The best term to describe the form of status that was given to Richard was .

A) reference group status
B) aspirational reference group status
C) classification status
D) achieved status
E) ascribed status

Question 20

After 25 years as the president of a company, Mark has built many relationships with other organizations and associations. These relationships comprise Mark's:

A) economic capital
B) social capital
C) social worth
D) economic worth
E) social value

Question 21

As an upper- class couple, Fred and Gail frequently go the opera and art shows. This illustrates how tastes are a(n) that influences their consumption preferences to cluster together.

A) hedonic marker
B) strata
C) collective consumption
D) categorical focus
E) habitus

Question 22

Although members of a particular social group carry the same identity of membership, some members are better off, better liked or respected, and have more authority or power than others. The group exhibits:

A) a status hierarchy
B) a differential structure
C) a "big cheese" structure
D) intra- class rivalry
E) social inequity

Question 23

The reason that people with more money tend to be happier than those with less money is because:

A) they can purchase more luxury goods
B) they have less problems with debt collectors
C) they become more satisfied because of the "more" feeling
D) they can live out their wildest fantasies
E) they can afford the freedom money can buy

Question 24

The two major components of social class are:

A) education and family wealth
B) occupation and income
C) area of residence and income
D) income and area of residence
E) income and family wealth

Question 25

Measuring social class within marketing research has been hampered by a major limitation of the available measures. Most social class instruments are .

A) badly dated and not as valid today as they once were
B) based on surveys that result in fatigue among participants
C) based on education, which has not been shown to influence consumer behaviour
D) based too much on income to be valuable in marketing
E) biased toward sociological variables that have nothing to do with marketing

Question 26

Veronica recently bought a new high- end BMW. One of the reasons she purchased it was because she knew other people in her neighbourhood would be jealous of her. For Veronica, the role of the BMW was:

A) individual distinguishing
B) integrated status
C) inspired differentiation
D) invidious distinction
E) implied assurance

Question 27

William and Tracy both live in Britain. They would be considered to be lower- class and love to wear Adidas track pants with very flashy brands like Burberry. The British would put William and Tracy into a group known as the:

A) chavs
B) parody displayers
C) lower elite
D) trickle downer
E) paradox elite

Question 28

Another name for the newly rich is the:

A) dot.com millionaires
B) status seekers
C) upper class
D) working wealthy
E) type A personality

Question 29

Zick comes from the "other side of the tracks," his father spent all his life in the mine and Nick works as a sanitary engineer. All these factors determine his:

A) consumer confidence
B) social class
C) status crystallization
D) social stratification
E) savings rate

Question 30

What modern Canadian ceremony would come closest in intent to a Native American potlatch?

A) a marriage
B) a baptism
C) a rock concert
D) a university graduation
E) the celebration ordered by a large company who has gained a new lucrative contract

Question 31

Rick is a real estate agent. What combination of social class and income should he know to predict purchases of homes?

A) Only social class is needed unless houses are being purchased by the working classes.
B) Only income is needed.
C) Only income is needed unless the houses are in the low- to- moderate price range
D) Only social class is needed.
E) Both income and social class are needed.

Question 32

The money available to a household over and above that required for a comfortable standard of living is termed:

A) fun money
B) discretionary income
C) discretional income
D) capricious income
E) diversion income

Question 33

All of the following terms were coined by Veblen, EXCEPT:

A) malicious distinction
B) invidious distinction
C) leisure class
D) conspicuous consumption
E) conspicuous waste

Question 34

A current statement on the share of household budget expenditures is:

A) share has remained the same for most goods
B) share has increased for shelter and transportation
C) very minimal or no change at all
D) share has increased for food and clothing
E) men are directing this in regards to major purchases

Question 35

Victor wanted to be able to show Marilyn's parents that he had some money, too, so he wore his best Italian suit and his large cubic zirconium pinky ring. They were Victor's way of advertising his achievements. Products used in this way are called:

A) fraudulent symbols
B) social class indicators
C) status utilities
D) consumption markers
E) status symbols

Question 36

Consumers who are "in the know" about valued status symbols may switch gears and deliberately seek to mock the prizing of such status symbols by avoiding them, for example, by wearing torn blue jeans, a form of consumption called:

A) conspicuous rejection
B) parody display
C) ironic mimicry
D) fraudulent flattery
E) counterfeit consumption

Question 37

Stephanie's parents are considered to be blue collar; however, her dad owns a construction company and performs mostly white- collar duties. Her mother runs an office cleaning company from their home. The couple earns about $90,000 a year and are able to send Stephanie and her two sisters to the state university close to their hometown. Based on this description, which of the following contemporary views of the American class structure best describe Stephanie's family?

A) Lower- Upper
B) Upper- Middle
C) Upper- Upper
D) Lower- Middle
E) Middle

Question 38

Rebecca is the marketing director for a live theater in an older part of the city that is becoming more and more working class. How should Rebecca change her promotions to appeal to her new audience?

A) She should switch her ads from all- news radio to radio playing country music.
B) She should make her ads more appealing to a younger audience.
C) She should promote events by emphasizing the educational benefits of each program.
D) She should stop using ads high in visual content and utilize more auditory content in her promotions.
E) She should focus on how theater fits into the image of a working class person

Question 39

A major class difference involves the worldview of consumers. These behaviours are typical of higher- status classes EXCEPT:

A) they are more likely to be conservative and family oriented
B) they tend to be concerned about appearance and body image
C) they tend to evaluate products in terms of style or fashionability rather than in utilitarian terms
D) they tend to focus on long- term goals such as saving for university education or retirement
E) they are more likely to experiment with new products or styles

Question 40

According to the class structure outlined in the text, most medical doctors and university professors would be in the _ _ class.

A) working class
B) upper- middle
C) upper- upper
D) middle
E) lower- upper

Question 41

Johann seemed to have all the luck - some would say that he was "born with a silver spoon in his mouth." This is an example of:

A) homogamy
B) status assumption
C) ascribed status
D) status recognition
E) prestige status

Question 42

Which of the following would be the best example of a product with symbolic aspects, but low to moderate prices?

A) liquor
B) cars
C) refrigerators
D) homes
E) washing machines

Question 43

People within a social class share all of these characteristics EXCEPT:

A) they tend to have similar lifestyles because of their income levels and common tastes
B) they share many of the same ideas and values about the way life should be lived
C) they work in roughly similar occupations
D) they have approximately equal social standing within the community
E) they tend to socialize with people from a wide variety of backgrounds

Question 44

Between 1970 and 1994, real per capita income increased substantially, but some consumer groups got a larger share of the pie than others. What was one of the key factors to which this imbalance was attributed:

A) couples getting married at older ages
B) unfair competition from foreign manufacturers
C) more women entering the work force
D) influx of illegal aliens
E) growth of computer- related industries

Question 45

Consumer knowledge of "refined" behaviour means they have:

A) cultural capital
B) personality preference
C) acquired traits
D) a professional designation
E) a post secondary education

Question 46

The most affluent of "old money" Canadians:

A) have a family history of public service and philanthropy
B) are plagued by status anxiety
C) continue to live in mansions in Manhattan rather than move to the suburbs
D) use wealth as a way of making distinctions among themselves, rather than ancestry or lineage
E) got their money the old- fashioned way: "They earned it!"

Question 47

Which discipline studies how consumers' motives and their expectations about the future affect not only their current spending, but also society's economic well- being:

A) economic decision making
B) behavioural economics
C) the social behaviour index
D) consumer demand theory
E) the psychological consumer

Question 48

When Otis visited Toronto he watched CNN on TV in his hotel, went to the ROM, and to hear the symphony. Most likely he belongs to:

A) working
B) upper
C) upper and upper middle class
D) middle and working
E) middle class

Question 49

The Garrets are a lower- class family and have four children. The Devlins are middle class family that has only two children. The fact that the Garrets have more children is an example of:

A) differential fertility
B) distinguishing effects
C) status achievement
D) utilitarian needs
E) strata ascription

Question 50

The constant, even obsessive, concern with doing the "right thing," buying the right thing to make the right impression, is a condition often faced by those who only recently became wealthy and is called:

A) nouveaux riches
B) status anxiety
C) post- blue collar syndrome
D) cultural disaffection
E) "lottery wealth" effect

Question 51

The millions of consumers around the world who can now afford higher quality products are referred to as belonging to the .

A) global middle class
B) culture shifters
C) mobile demanders
D) swing class
E) mass class

Question 52

Fred has been a farmer all his life. He inherited the family farm when he was 35 but that was twenty years ago. It looks like he is going to lose the farm and have to take a manual labour job in the city to support his family. What form of mobility best describes Fred's position?

A) Upward Mobility
B) Horizontal Mobility
C) Vertical Mobility
D) Two- Way Stretch Mobility
E) Downward Mobility

Question 53

Miguel has worked very hard over the past ten years, and has reaped the rewards of his labours by being named company president (salary $200,000./yr.) However, even after his new- found wealth, he is unhappy. This condition is known as:

A) acquired deficiency
B) affluenza
C) unsatisfied status
D) achievement dysfunction
E) depressive anxiety

Question 54

One problem in assigning people to a social class is status inconsistency. For example, consumers who earn at least 15 percent less than the median for their class must often make certain sacrifices to maintain the appearance of living up to class expectations. They are said to be:

A) culture- bound
B) underutilized
C) status- seekers
D) the paradox class
E) underprivileged

Question 55

Which of the following countries is not one of the four biggest emerging markets?

A) China
B) Brazil
C) India
D) Russia
E) Mexico

Question 56

Cindy just looked at her most recent investment statement and noticed that her investments were very close to reaching seven figures. Cindy's investments are part of her:

A) social capital
B) elaborative codes
C) restrictive codes
D) economic relationships
E) economic capital

Question 57

Psychologists use the term homogamy to describe, "assortative mating." Which of the following phrases would be the best illustration of homogamy?

A) To the victor go the spoils.
B) Leave no stone unturned.
C) Birds of a feather flock together.
D) The grass is always greener.
E) Put the cart before the horse.

Question 58

The term "old money" doesn't just mean wealthy; it means:

A) that people in this category are mostly over 65
B) nouveaux riches
C) super- rich, as in oil sheiks
D) laundering "new" money from illegal or unethical businesses into socially acceptable businesses
E) essentially, inherited wealth

Question 59

Joshua was born into a wealthy family and never had to work in his life. He eventually became bored with his life and went looking for a job to keep him busy. His parents were very angry with him and would not speak to him. Joshua could be categorized as belonging to the:

A) conspicuous class
B) middle class
C) lower- upper
D) leisure class
E) inviduous class

Question 60

The concept of the potlatch, the extravagant feast and display and often even the destruction of wealth or possessions (to show that one can afford to) characteristic of the Kwakiutl Indians of the Pacific Northwest, is analogous to the modern concept of:

A) the idle rich
B) conspicuous consumption
C) social class
D) reciprocal demand theory
E) status anxiety

Question 61

Fred spends his money cautiously because he likes to save money, whereas for Rhonda, spending money is just a negative experience. Which of the following is true?

A) Fred is a spendthrift and Rhonda is a tightwad.
B) Fred is a tightwad and Rhonda is a spendthrift.
C) Fred and Rhonda are exhibiting decision polarization.
D) Both Fred and Rhonda must belong to the lower class.
E) Both Fred and Rhonda have a negative predisposition towards money.

Question 62

The major pieces of information we consider when trying to classify people into the appropriate social class are _.

Question 63

The turmoil Desmond was feeling came from the changes in lifestyle his new money permitted. He no longer fit in where he had come from, but he worried that he and his wife would not fit in where she wanted to take them. He wanted to keep right on gambling, as he had always done, in a small way, but he wanted the possessions he could now afford. Desmond was certainly feeling .

Question 64

What is the term for the passage of individuals from one social class to another (regardless of direction)?

Question 65

After a household allocates money for expenses of a comfortable standard of living (shelter, food, etc.), the remaining money left out of their earnings is called .

Question 66

Charlie is a lower class man that tends to wear extremely flashy brands and has a lot of disposable income to spend on fashion, food, and gadgets. Marketers refer to people like Charlie as a chav.

Question 67

Tara intended for her daughter to go to university, so she started saving for this event when her daughter was born. This most likely indicates a/an social class.

A) academic
B) higher
C) prestigious
D) attitudinal
E) aspirational

Question 68

A successful entrepreneur, Einar, who comes from a working class background recently became very wealthy. He can be classified as belonging to the , but he may not be comfortable with his new wealth and be plagued by .

Question 69

The concept of social class has been valuable in marketing because it tells researchers how money is spent. Unfortunately, however, social class has failed to tell marketers how much money will be spent within each class.

Question 70

Who fits in what social class is now proving to be difficult to say. All of the following are true, EXCEPT:

A) the reputational method for determining social standing is almost impossible to use because increasingly people prefer to remain anonymous
B) whereas traditionally husbands defined the family's social class, now women contribute equally to the family, may earn more than their husbands, and work in positions of equal or greater status than those of their spouses
C) demographic data from interviews combined with subjective impressions of the interviewer regarding possessions and standard of living are not valid
D) individuals are inconsistent in their standing on the several relevant dimensions used to describe social class, e.g., a non- high school graduate living in an upscale part of town
E) traditional measures of social class are based upon the nuclear family, which no longer describes the majority of Canadian households

Question 71

The Kwakiutl Indian chiefs of the Pacific North threw lavish feasts, termed , to show off their wealth and give extravagant presents to their guests.

Question 72

Sandra Jackson decided to become a university professor after several years as a doctor. She still wanted to help people; she just wanted to do it differently. Sandra's case is an example of which of the following?

A) Horizontal mobility
B) Downward mobility
C) Circular mobility
D) Diagonal mobility
E) Upward mobility

Question 73

The term which Veblen coined to refer to people's desire to provide prominent, visible evidence of their ability to afford luxury goods is _ .

Question 74

From a semiotic point of view, there are differences in the way meanings are expressed and interpreted by consumers within different social strata. The working class tend to focus on the description and content of objects rather than the relationship among objects, using:

A) intrinsic codes
B) restricted codes
C) content- specific codes
D) animated codes
E) elaborated codes

Question 75

codes are dominant among the working classes, while codes tend to be used by the middle and upper classes.

Question 76

The most influential and the earliest attempt to describe Canadian class structure was proposed in 1941 by:

A) Richard Coleman
B) Max Weber
C) Bernard Blishen
D) W. Lloyd Warner
E) George Katona

Question 77

People in a society develop a hierarchy by which they are ranked in terms of their relative standing. In the animal species, a social organization likewise is developed. In chickens, this social structure is termed .

Question 78

A 50- year- old male with a PhD would be more likely to be a tightwad than a 32- year- old female with no university degree.

Question 79

Many 20- somethings have rebelled against their more affluent parents by mocking wealth with such clothing as shredded jeans, boxy cars, and understated makeup. These are examples of what is called a modern potlatch.

Question 80

Consumers who have achieved extreme wealth and have relatively recently become members of upper social classes are known by this derogatory term .