Deck 9: Microcultures

Question 1

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

Answer 1

False
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.

Answer 2

False
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.

Answer 3

True

Question 4

Each microculture brings with it role expectations for its members.

Question 5

The differences between societal expectations of men and women vary more 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.

Question 7

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

Question 8

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

Question 9

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

Question 10

Each consumer belongs to only one cultural group.

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.

Question 12

A microculture is not really considered a culture.

Question 13

The "Baby Boomer" generation was born before 1946.

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

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 16

North American has been divided into four regional microcultures.

Question 17

Relative to men, women 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.

Question 19

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

Question 20

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

Question 21

Americans are predominantly Islamic.

Question 22

The saying, "60 is the new 40" reflects consumers' psychological age.

Question 23

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 24

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 25

Marketers today often use the phrase the "elderly market" rather than the "senior citizen market" to highlight the idea that older consumers still lead actively, vibrant lives, and still have wants and needs that they seek to fill.

Question 26

Kosher diets prohibit all meat.

Question 27

The more generations removed from the ancestral country, the closer a consumer is likely to be to the mainstream culture in another country.

Question 28

Stigmatization means that the consumer is marked in some way that indicates their place in society.

Question 29

The largest ethnic group in the United States aside from whites of European decent is Hispanics.

Question 30

The religious orientation of the world is predominantly Christian.

Question 31

Many Protestant denominations have tithing requirements that strongly encourage church members to give 10 percent of their gross income to the church.

Question 32

Hispanics consumers are a very homogenous group.

Question 33

Generation X has been referred to as the "lost generation" because many have not become successful business people and community leaders.

Question 34

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 35

America is sometimes referred to as a melting pot because it is a land filled with people from a wide range of ethnic backgrounds.

Question 36

Generation X was born between 1982 and 1995.

Question 37

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

Question 38

The majority of Americans are Catholic.

Question 39

Generation X was born between 1965 1966 and 1980 and have been referred to as "latchkey" kids.

Question 40

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

Question 41

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

Question 42

What type of conflict does an individual experience in situations involving conflicting expectations based on cultural role expectations?

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

Question 43

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

Question 44

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 yardwork and grocery shopping. He also participates in bible studies and athletic activities with this group. This youth group is an example of a(n) _____.

A) terminal group
B) assimilation mechanism
C) acculturation mechanism
D) microculture
E) subversive group

Question 45

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

Question 46

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

Question 47

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 48

The phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd is called _____.

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

Question 49

The African-American market segment represents about 30 percent of the total U.S. market.

Question 50

Social strata have unequal access to scarce and valuable resources.

Question 51

Ten major social classes have been identified in the United States.

Question 52

The term multicultural is used to describe immigrants as they face decisions and form preferences based on their old and new cultures.

Question 53

Demographics refer to relatively tangible human characteristics that describe consumers.

Question 54

Marketers are not interested in "bottom of the pyramid" consumers because their income is too low to make them an attractive market segment.

Question 55

The countries with the highest birthrates in the world are among the richest.

Question 56

Randy and Cindy are both professionals in the same field and were planning on attending a conference together. However, their 2-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. Cindy most likely felt _____ due to the conflicting expectations between being a mother and being a professional.

A) divergence
B) role conflict
C) cognitive dissonance
D) stigmatization
E) peer pressure

Question 57

The best approach to marketing to Hispanic consumers in the United States is to present advertisements in Spanish.

Question 58

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

Question 59

A group of people who share similar values and tastes that are subsumed within a larger culture is called a _____.

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

Question 60

Other countries besides the United States have microcultures.

Question 61

Which generation was born before 1946 and had their lives and values shaped very much by World War II?

A) Greatest Generation
B) Baby Boomers
C) Generation X
D) Millennials
E) Old-timers

Question 62

Vanity Fair, the makers of Lee jeans, found in their research that men tended to think that their brand of jeans was for women and found that most men used this in deciding not to buy the brand. When men use a stereotype to help them make the decision on which brand of jeans to buy, it can be said that they are using _____ to make their decision.

A) cognitive dissonance
B) affective recall
C) cognitive recall
D) cognitive structuring
E) role expectations

Question 63

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

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

Question 64

Louis was born in 1920 and spent four years in the Navy during World War II. He doesn't understand his grandchildren's spending habits because he was always thrifty and unwilling to pay high prices for products. Which generation does Louis belong to?

A) Baby Boomers
B) Generation II
C) Generation X
D) Millennials
E) Greatest Generation

Question 65

_____ refer 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
E) Natural roles

Question 66

A group of students who start elementary school together and go through school together are called a(n) _____.

A) market segment
B) cohort
C) strata
D) reference group
E) attachment microculture

Question 67

Which term refers to the reliance on schema-based heuristics in making decisions?

A) cognitive dissonance
B) stigmatization
C) cognitive structuring
D) social stratification
E) homogamy

Question 68

Baby Boomers _____.

A) came of age during the 1980s
B) were born between 1946 and 1964 1965
C) represent nearly 40 million consumers and their lives and values were shaped very much by World War II
D) have limited amount of spending power relative to other generations
E) have been referred to as "latchkey" kids because they spent a significant amount of time alone while both parents worked outside the home

Question 69

Which of the following is a type of microculture?

A) regional
B) sex role
C) age-based
D) religious
E) all of these choices

Question 70

The speculation that teenagers around the world are more similar to each other than to people from other generations in the same culture is called _____.

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

Question 71

Sam is a traditional kind of guy and does things that many men no longer do. For instance, he stands up when a woman comes into the room and pulls out the chair for her. He lives by the motto, "Ladies first," and opens doors for women. He is very polite and wishes all men treated women with such respect. Sam can best be described as a _____.

A) retrosexual
B) metrosexual
C) cultural assimilator
D) cultural icon
E) cultural throwback

Question 72

All of the following are true with respect to sex-roles and microculture EXCEPT _____.

A) Even in Western cultures, certain responsibilities such as child care and household cleaning are unevenly spread among cultures.
B) Women play a much larger role in the purchase of big-ticket items.
C) Marketers need to be aware of relative sex roles within societies.
D) Media are often distinguished easily based on the proportion of male and female customers.
E) Relative to women, men tend to be more heuristic/intuitive in their processing.

Question 73

Which term commonly 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?

A) mixed-role male
B) traditional male
C) cohort
D) metrosexual
E) retrosexual

Question 74

Which term describes the finding that people of the same age 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) world teen culture
E) chronological microcultures

Question 75

Brad is really into fashion and spends a great deal of time shopping for clothes. He tends to splurge on himself by getting massages and facials to keep his skin looking good. Brad can best be described as a _____.

A) retrosexual
B) metrosexual
C) cohort
D) value-expressive consumers
E) market maven

Question 76

Which generation was born between 1965 1966 and 1980?

A) Generation X
B) Millennials
C) Baby Boomers
D) Greatest Generation
E) Generation Y

Question 77

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, a phenomenon labeled _____,

A) homogamy
B) social stratification
C) world teen culture
D) demographic consistency
E) cohort consistency

Question 78

What term is used to describe a man who is focused on fashion, self-indulgence, shopping, and the blurring of traditional male/female stereotypes?

A) cohort
B) market maven
C) value-expressive male
D) retrosexual
E) metrosexual

Question 79

Look around and you'll see that most fraternity members where 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 This phenomenon in which students choose membership in a fraternity in an effort to stand out or define themselves from the crowd is called _____.

A) divergence
B) tradition
C) core societal value
D) cultural norm
E) role-specific behavior

Question 80

Carl turned 55-years old in 2011. To which generational microculture does Carl belong?

A) Greatest Generation
B) Middle-aged Generation
C) Generation X
D) Millennials
E) Baby Boomer Generation