Deck 10: Consumer Identity I: Sex Roles and Subcultures

Question 1

More than fifty percent of all Hispanic Americans are concentrated in just six American metropolitan areas. Which of the following is NOT among them?

A) Colorado
B) California
C) New York
D) Texas

Answer 1

A

Question 2

A society that expects males to pursue ________ goals stresses male self-assertion and mastery.

A) communal
B) agentic
C) androgynous
D) self-completion

Answer 2

B

Question 3

Approximately 60% of Hispanic Americans are of ________ descent.

A) Mexican
B) Puerto Rican
C) South American
D) Dominican

Answer 3

A

Question 4

A ________ is defined as a group whose members share beliefs and common experiences that set them apart from others.

A) culture
B) subculture
C) microculture
D) cohort

Question 5

What statement best describes what Coffee-Mate discovered about African-American coffee drinkers?

A) They tend to drink coffee with cream and sugar.
B) They tend to drink coffee black.
C) They tend to drink instant coffee.
D) They tend to drink tea instead of coffee.

Question 6

Immigrants who exhibit ________ live and shop in places physically separated from mainstream Anglo consumers.

A) warming
B) adaptation
C) segregation
D) movement

Question 7

The title of a popular book once proclaimed that Real Men Don't Eat Quiche. Products that take on masculine or feminine attributes are said to be ________.

A) agentic
B) sexually explicit
C) sex-typed
D) androgynous

Question 8

Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States.

A) African American
B) Asian American
C) Hispanic
D) Native American

Question 9

________ refers to the possession of both masculine and feminine traits.

A) Heterosexuality
B) Homosexuality
C) Dysmorphia
D) Androgyny

Question 10

People and institutions that teach the ways of a culture are called ________.

A) progressive learning models
B) ethnography facilitators
C) host cultures
D) acculturation agents

Question 11

The process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures is called ________.

A) de-alienation
B) deethnicization
C) de-immigration
D) deculturization

Question 12

When new immigrants arrive in this country, they tend to cluster geographically. The primary source of information and advice for this group comes from which of the following?

A) mass media advertising
B) consulates or embassies
C) the local community where the immigrant locates
D) relatives in the immigrant's home country

Question 13

________ are characteristics and behaviors that people stereotypically associate with one gender or the other.

A) Androgynous traits
B) Sex-typed traits
C) Sexual dimporhic markers
D) Body dysmorphias

Question 14

Through the process of ________, immigrants make the unfamiliar familiar by integrating symbols from their former lives into their new homes.

A) assimilation
B) maintenance
C) resistance
D) warming

Question 15

Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals.

A) extended self; self-completion
B) communal; agentic
C) social class; self-congruence
D) androgynous; hierarchical

Question 16

The cultural learning acquired through ________ leads immigrants to a process of adaptation.

A) maintenance
B) translation
C) resistance
D) segregation

Question 17

In the process of ________, new immigrants adopt products, habits, and values they identify with the mainstream culture.

A) assimilation
B) maintenance
C) segregation
D) resistance

Question 18

A ________ is that part of the self that our group membership defines.

A) culture
B) subculture
C) social identity
D) cohort

Question 19

Which American ethnic subculture is most likely the fastest growing?

A) Hispanic American
B) African American
C) Asian American
D) American Indian

Question 20

In a(n) ________ culture, members of the culture tend to be closely knit and infer meanings beyond the spoken word.

A) acculturated
B) high-context
C) ethnic
D) low-context

Question 21

Which of the following distinguishes Asian Americans from other subcultures in the United States?

A) Asian Americans constitute the largest subculture in the United States.
B) Asian Americans are the best educated of any ethnic subculture in the United States.
C) Asian Americans have the distinction of having a common language that acts as a unifying cultural agent.
D) Asian American households are larger than most other ethnic households in America.

Question 22

The lack of marketing information about religion is most likely due to ________.

A) the small number of people who are influenced in the marketplace by religious issues
B) the dollar value of the Christian market being very low
C) traditional bigotry toward religion
D) the subject being taboo among researchers

Question 23

Which of the following is NOT one of the four conflicts common to all teens identified by Saatchi & Saatchi advertising agency?

A) growth versus restriction
B) autonomy versus belonging
C) idealism versus pragmatism
D) narcissism versus intimacy

Question 24

Which of the following statements about teenagers is most likely True?

A) Teenagers are rarely considered a relevant age segment for marketers.
B) Most primitive cultures isolate teenagers as they transition to adulthood.
C) The term teenager entered the general American vocabulary in the 1950s.
D) The term teenager began to be used in Western cultures about 200 years ago.

Question 25

Which American subculture is most likely to hold technology jobs and purchase high-tech gadgets?

A) African American
B) Hispanic American
C) Asian American
D) Arab American

Question 26

Manuel still remembers the impact of his first college class in the United States. As a new immigrant, he was sincere in his desire to learn about the American culture that he had chosen to adopt. His college professor taught Manuel about the ways of the U.S. culture. In doing so, the professor was acting as a(n) ________.

A) cohort
B) acculturation agent
C) guidance agent
D) ethnographer

Question 27

Demographically, which of the following are the two most important characteristics of the Hispanic American market?

A) It is a mature group with money to spend.
B) It is a young group that prefers to live in rural areas.
C) It is a mature group that is now almost totally bilingual.
D) It is a young group with families that tend to be large in size.

Question 28

Which of the following best explains why marketers view teens as "consumers-in-training"?

A) Teenagers have little influence on their families' purchase decisions, but they carefully watch and model the consumer behavior of their parents.
B) Marketers typically do not begin targeting consumers until they are teenagers.
C) Teenagers have little discretionary income, so they have few opportunities to make independent purchase decisions.
D) Teenagers often develop brand loyalty during their adolescence, committing to a brand and continuing to purchase it for decades to come.

Question 29

One of the goals of marketing to Gen Yers has been to allow them to remain free of the restraints of wires and cords but still be connected to any media at any time. The lifestyle created by this approach is referred to as ________.

A) identity renaissance
B) cosplay
C) distinct-styling
D) connexity

Question 30

Maria Gomez is thrilled to be in the United States. After spending her childhood years in Mexico, she is looking forward to the freedom given to teenage girls in the United States. "I can wear shorts, pantsuits, and even halter tops and no one will think badly of me," says Maria. Maria is in the process of ________.

A) maintenance
B) adaptation
C) resistance
D) segregation

Question 31

Advertising to teens typically depicts ________.

A) respected adults recommending the product
B) qualified experts explaining product benefits
C) a group of "in" teens using the product
D) family members using the product together

Question 32

Which of the following is generally True about Asian Americans?

A) They tend to be both brand conscious and brand loyal.
B) They are not attracted to products that express material status.
C) They are one of the least brand-loyal of all American subcultures.
D) They are less likely than the average American to buy high-tech gadgets.

Question 33

Gen Yers are most comfortable in a ________, communicating by texting and IMing.

A) thumb culture
B) tween market
C) gray market
D) renaissance culture

Question 34

Peggy Simmons has a tough assignment. She is to live in Japan for the next five years and successfully introduce her company's line of cosmetics to the Japanese woman. Her company's management hopes that living in an average neighborhood, commuting to work every day, eating native food, and speaking Japanese will help Peggy involve herself in the society more quickly than if she stayed separate from her hosts. The company's management wants Peggy to use the ________ model.

A) life course paradigm
B) progressive learning
C) warming
D) consumer identity renaissance

Question 35

Shannon Reeves and Tish Phillips remember their experiences with student protests in the 1960s. Shannon remembers seeing Jimi Hendrix at Woodstock, and Tish remembers burning her bra in front of the central administration building at Yale. These memories about cultural heroes and events are one of the chief characteristics of an age ________.

A) paradigm
B) renaissance
C) cohort
D) perception

Question 36

The cohort of consumers born between 1965 and 1985 has been labeled ________, or "baby busters."

A) Silent Generation
B) Generation X
C) Generation Y
D) Generation Z

Question 37

Researchers measure ________ on dimensions that include "feel-age" and "look-age."

A) chronological age
B) perceived age
C) age cohort
D) social age

Question 38

Marketers must know the needs and wants of their customers. Which of the following presents the most accurate picture of the typical elderly consumer today?

A) Most are old, infirm, depressed, stay-at-home people who live a hand-to-mouth existence.
B) Most are active, interested in what life has to offer, and are enthusiastic consumers with the means and willingness to buy many goods and services.
C) Most live with their children, have little savings, and have an increasingly difficult time adjusting to the changing technical world around them.
D) Most have refused government support and don't trust anyone under 60.

Question 39

Japan is a very tightly knit culture with rich history and social identification. In this culture, people tend to infer meanings that go beyond the spoken word. This classifies Japan as a ________ culture.

A) high-context
B) low-context
C) progressive
D) paradigm

Question 40

If you were a person born between 1946 and 1964, you would be called a ________.

A) Baby Boomlet
B) Baby Buster
C) War Baby
D) Baby Boomer

Question 41

Acculturation agents may come from the culture of immigration, but not from the culture of origin.

Question 42

The typical immigrant today in the United States is most likely from Europe.

Question 43

The first thing D'Andrea was asked when she went to work for an advertising firm is how marketing promotions to African-Americans should differ from marketing promotions to Caucasians. What is the best advice D'Andrea could give her new employer?

A) Separate advertisements to this ethnic subculture are never done and should not be considered.
B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic groups.
C) The African-American market is hardly as homogeneous as many believe, and many differences between black and white markets may not be real.
D) All promotions to African-Americans have to take into account the market's income, which has been declining drastically over the last two decades.

Question 44

Jane is a Baby Boomer. How is Jane most likely to be different from her mother when her mother was 60 years old?

A) Jane is going to have fewer resources for retirement than did her mother.
B) Jane will think of herself as being much older than her mother did at the same age.
C) Jane will no longer be interested in youthful styles, while her mother was likely to retain such interests.
D) Jane is much more likely to be physically active than her mother was at the same age.

Question 45

The popularity of the movie The Passion of the Christ, the book The Da Vinci Code, and the play The Book of Mormon are evidence of which of the following?

A) Megachurches are now more powerful than small, community-based churches.
B) Religion can be effectively used by mainstream marketers.
C) Born-Again Christians are the primary religious market in the United States.
D) Church leaders can effectively encourage and discourage the consumption practices of their followers.

Question 46

An ethnic subculture consists of a self-perpetuating group of consumers who share common cultural and/or genetic ties. This subculture is identified both by its members and by others as a distinguishable category.

Question 47

What is a major difference between a Generation Y and a Generation X consumer?

A) Generation Y is more alienated from traditional culture than Generation X and is reached with more cynical promotional themes.
B) There are so many more members of Generation X than Generation Y that promoters use more mass communications with the Gen Xers and fewer one-on-one promotions.
C) There are no basic differences except what would be expected by their age differences.
D) Proportionally, less tobacco and alcohol will be purchased and consumed by Generation Y members than the Generation X cohort.

Question 48

An ethnographer would be interested in studying the process of acculturation in an immigrant community.

Question 49

Asian Americans as a whole tend to be an easy target market to communicate with because of their cultural similarity to one another.

Question 50

Jui-Jui has a need to achieve independence. He dreams daily of leaving home and getting his own apartment; however, because he lives in a neighborhood full of houses, he would have to go some distance to find an apartment that he could afford. This move would mean that he would distance himself from his friends. This example is a common dilemma for many teens. Which of the following conflicts that most teens face is most applicable to Jui-Jui's situation?

A) autonomy versus belonging
B) rebellion versus conformity
C) idealism versus pragmatism
D) narcissism versus intimacy

Question 51

Members of which of the following age cohorts are part of today's gray market?

A) Generation Z
B) Generation Y
C) Generation X
D) The War Baby Generation

Question 52

With respect to the acculturation process, what is the relationship between maintenance and segregation?

A) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants and physically segregating members of new subcultures into separate groups.
B) New immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture.
C) Members of a subculture who have been in a larger culture for a long period of time maintain their alliance to the new culture by segregating themselves from new immigrants.
D) The relationship is subtle. There is a constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture applying pressure to segregate new immigrants, thus separating them from the new culture.

Question 53

The largest of the "Big Three" American subcultures is the African-American subculture.

Question 54

Hillary is a typical teenager. She sees and hears ads all the time. Most of the time they are pretty good, but some ads have a trait that really bothers her. What is that trait most likely to be?

A) ads that focus on product features
B) ads that talk down to her
C) humorous product ads
D) lengthy product ads

Question 55

The term Asian refers to 20 ethnic groups, the largest of which is Chinese.

Question 56

Subcultures of young women in Japan start many trends that eventually make their way around the world.

Question 57

Which of the following is the WEAKEST argument against using ethnic symbolism in marketing messages?

A) Few ethnic subcultures today have powerful stereotypes the general public associates with them.
B) Members of ethnic subcultures have increasing economic power.
C) Symbols that once seemed acceptable may come to be seen as negative.
D) Marketers may not understand possible negative interpretations of ethnic symbolism.

Question 58

More than half of all Hispanic Americans are of Cuban descent.

Question 59

By 2050, immigrants will constitute more than 50 percent of the American population.

Question 60

In Canada, product instructions and identifications are written in English and French. To reach the most customers, the same instructions in the United States should be written in English and ________.

A) French
B) German
C) Mandarin
D) Spanish

Question 61

Marketers have identified the key values of seniors. One of these is severing the connections with friends and family so that seniors can feel free of restraints.

Question 62

Explain the term acculturation and indicate how the progressive learning model might be used by marketers.

Question 63

Identify the "Big Three" American subcultures. Discuss size and growth characteristics.

Question 64

Tyler decided to restore a 1956 Ford. When he started, he wasn't sure where he could find certain parts and product information. He rapidly found that there was an entire group of people who restored classic Fords. Tyler has been introduced into a subculture.

Question 65

People born between the two World Wars are part of the Silent Generation.

Question 66

Describe the baby boomer market and the impact it has had on marketing efforts.

Question 67

Martha Sheppard is approaching 70. She wants to give something back to her community. She works hard at her church as a pastoral care volunteer, at her local hospital as a greeter, and for a local AIDS prevention and treatment center as a nurses' aide and volunteer. She believes that she can make a difference. Martha is an example of a senior citizen who is emphasizing altruism as a key value.

Question 68

It is the actual age of seniors that determines their consumer behavior, not their perceived age.

Question 69

Describe the Hispanic-American ethnic subcultural group, demographically and by lifestyle, noting important consumer characteristics.

Question 70

Age cohorts share similar problems because they are more genetically similar than are people from different cohorts.

Question 71

Teenagers who are obsessed with their own appearance and needs but still desire to connect on a meaningful level with other people are suffering an autonomy versus belonging conflict.

Question 72

Originally, another name for Generation X was "slackers."

Question 73

Asian Americans look closely at brands but are not very brand loyal. This is likely the result of heightened status consciousness.

Question 74

Cohort experiences are important to marketers but they have no way of measuring it.

Question 75

When Erica converted to Catholicism as an adult, she, by definition, entered into an ethnic subculture.

Question 76

Gen Yers are the most diverse generation in American history.

Question 77

Promotions that are directed to a "younger lifestyle" in the Hispanic-American market are more likely to be successful than promotions directed to a senior Hispanic-American market.

Question 78

Americans over age 50 are the focus of almost 50 percent of advertising.

Question 79

If you were born between 1946 and 1964, you would be called a War Baby because two wars occurred during that period of time.

Question 80

What is a place-based subculture?