Deck 8: Culture and Subculture

Question 1

As per Spotts et al., (1997), humour involves what?

A) Use of novel stimuli by marketers with a view to surprise consumers
B) Use of erotic stimuli to make the ad more memorable
C) Use of culturally relevant themes and ideas that invoke laughter
D) The generation of some pleasurable feelings that can be triggered by the experiencing of some forbidden feelings, violating some uniform social standards or the social context in which it occurs

Answer 1

The generation of some pleasurable feelings that can be triggered by the experiencing of some forbidden feelings, violating some uniform social standards or the social context in which it occurs

Question 2

Which of the following correctly describes ethnocentric consumers?

A) They have a tendency to feel proud of and attached to products originating from their own culture and a tendency to reject culturally dissimilar products
B) They have a desire to buy products made overseas and feel proud in doing so
C) They like associating with brands that are made in certain countries such as Japan, German and Italy
D) They have a tendency to boycott organizations that make huge profits to show their anger and frustration

Answer 2

They have a tendency to feel proud of and attached to products originating from their own culture and a tendency to reject culturally dissimilar products

Question 3

As per Webster (1994), the term ethnicity implies what?

A) A sense that one is a migrant and has to work hard in a new country
B) A sense of having common customs, languages, religion, values, morality and etiquette with others in the group
C) A sense of community based on culture of origin
D) A sense of group membership based on skin colour

Answer 3

A sense of having common customs, languages, religion, values, morality and etiquette with others in the group

Question 4

Acculturation refers to:

A) A phenomena which result when an ethnic minority group come into continuous first hand contact with other ethnic groups with subsequent
B) A phenomena of change in which ethnic minority consumers adopts the moral and cultural values of host society
C) A phenomena of change in which ethnic minority consumers reject the moral and cultural values of host society
D) A phenomena of change happening in most European countries due to introduction of new immigration laws

Question 5

According to Berry (1980), assimilation refers to what?

A) The situation when an immigrant consumer or group not only maintains their original cultural integrity but also makes a move to become an integral part of a larger societal framework
B) The situation where an immigrant consumer or group rejects the mainstream society while maintaining identity with the culture of origin
C) The situation where an immigrant consumer or group relinquishes their cultural identity over time and moves into the larger society
D) The situation where an immigrant consumer or group rejects movement into the mainstream society as well as any identification with the culture of origin

Question 6

Which of the following is a significant underlying feature of a ritualistic behaviour?

A) Consumers' abilities to remember are limited and hence rituals allow them to perform actions easily
B) Consumers are bombarded with marketing stimuli, so rituals provide a good defence against marketing activities
C) A ritualistic behaviour can be public or shared with others in the group or society
D) A ritualistic behaviour is important because we have a need to affiliate with others

Question 7

Which of the following correctly describes the findings reported by Cillat and Mueller (1996)?

A) UK ads used humour appeals almost exclusively whereas a majority of the US ads relied on emotional and sex appeals
B) UK ads emphasised direct selling approach whereas US ads stressed indirect and soft selling approach
C) UK ads mainly used endorsements from experts whereas US ads used models from different cultures around the world
D) UK ads were more critical of authority and establishment than were the US ads

Question 8

As per McAlexander (1995), the term subculture can be used to describe what?

A) Any ethnic minority group in the society
B) Any distinctive subgroup of society that self selects on the basis of a shared commitment to a particular product class, brand or consumption activity
C) Any group that is joined together through the use of the internet
D) An internet group that has strong feeling for a brand

Question 9

As per Bouchet (1995), ethnicity is like what?

A) A bricolage whereby one builds self-identity on the basis of heterogeneous elements taken from a diversity of cultural representations and practices
B) A mixture of languages and traditions that exist in multicultural societies
C) A distinct language spoken by an ethnic group
D) A sense of solidarity feeling within an ethic group

Question 10

Marketers need to understand the ethnic minority subcultures in the UK because:

A) they are growing in size and are becoming increasingly affluent
B) they tend to buy similar brands to other groups
C) they do not object to marketing efforts
D) they believe in advertising messages

Question 11

As per Johnson (1962), which of the following is not an important element of culture:

A) Values and norms of a given society
B) Cognitive elements and beliefs representing what a society knows
C) Signs, signals and symbols used to convey meaning to others in the society
D) Brand attitudes and perceptions associated with marketing activities

Question 12

As per McCracken's (1986) meaning transfer model, once the meaning becomes resident in consumer goods, it moves from the consumer good into the life of the consumer through:

A) Various types of rituals such as exchange rituals, possession rituals, grooming rituals, divestment rituals
B) Various marketing efforts such as price, promotion, place and product related decisions
C) Various macro level systems such as fashion, advertising, music, food and clothing styles
D) Various reference group influences such as utilitarian, value expressive and informational

Question 13

Which of the following is not a factor in determining the pace and direction of acculturation: important element of culture:

A) Age, gender, work status of immigrant consumers
B) Work status, length of stay in the new country and social class
C) Urban/rural background of immigrants, sense of ethnic identity and degree of similarity between cultures/nations
D) Work experience back home and the ability to travel back home frequently

Question 14

As per Cleveland and Laroche, 2007), which of the following is not a driver of acculturation to global consumer culture?

A) Cosmopolitanism, exposure to global media and to marketing activities of global firms
B) Increasing preference for the use of English language and social interactions including travel and interactions with foreigners
C) Ability to pay for travel to other countries and seek work permits
D) An openness to emulate global consumer culture and a desire to adopt different cultural values

Question 15

Cognitive elements and beliefs refer to the variety of conventions in a society that act as standards in the society.

Question 16

Culture is dynamic, which means it changes as new ideas come along and as the environment changes.

Question 17

McCracken (1986) argued that culture is then lens through which people see their world and it is the blueprint of human activity.

Question 18

By studying ritualistic consumer behaviours, marketers can gain some really interesting insights into the way consumers view themselves and others around them.

Question 19

Collectivist cultures tend to hold an independent view of the self, which emphasizes separateness, internal attributes and uniqueness of individuals.

Question 20

Use of humour can be particularly effective when it comes to products that we buy on a fairly irregular and spend a lot of time on information search and evaluating before purchase them.

Question 21

Consumers often use the country of origin as an information cue to make inferences about products and their attributes such as quality and reliability.

Question 22

Assimilation and integration are same concepts as they both refer to the situations where immigrant consumers or a group relinquishes their cultural identity over time and moves into the larger society.

Question 23

Acculturation recognizes the fact that the process of cultural change is a reciprocal one because we are talking about contact and interactions among different cultural groups.

Question 24

Irrespective of the country of origin, the ethnic minority community is the fastest-growing segment of the total population in the UK.

Question 25

Ethnic minorities in the UK represent the fastest growing segment of the total population with significant share in the school age population of certain urban neighbourhoods.

Question 26

Berry (1980) identified a model of acculturation which appears to be applicable to most immigrant consumers in the Western context.

Question 27

Ethnic minority consumers with strong sense of ethnic identification are less likely to recreate their own culture than those who care less about their ethnic origin.

Question 28

Family, friends and media, and commercial, educational and religious institutions back home and in the country of destination act as important acculturation agents.

Question 29

As per Sclater (2002), many ethnic segments don't read, listen or watch the mainstream media, yet many marketers appear slow to run campaigns via the more specialized targeted media now available

Question 30

Describe the main features of culture.

Question 31

What role does the system of meaning play in our lives?

Question 32

Describe the main elements of culture.

Question 33

What is radical about the way we define culture?

Question 34

What role does the system of meaning play in our lives?

Question 35

What is McCracken's (1986) view on culture?

Question 36

What is a cultural category?

Question 37

Describe the main elements of McCracken's (1986) Meaning Transfer Model.

Question 38

What is a ritual?

Question 39

Why are consumer researchers interested in studying ritualistic behaviour?

Question 40

Describe the main features of a ritual.

Question 41

What is meant by uncertainly avoidance and long term orientation?

Question 42

Why is customization sometimes considered as an unavoidable strategy?

Question 43

What is humour?

Question 44

Why is humour used in so many commercials?

Question 45

What is the significance of country of origin effect?

Question 46

What is acculturation?

Question 47

What are the possible variations in acculturation outcomes?

Question 48

Why study ethnic minority consumer behaviour?

Question 49

Explain the role of rituals in the meaning transfer model suggested by McCracken (1986).

Question 50

Which individual differences can influence the pace and direction of acculturation?

Question 51

Explain the impact of acculturation.