Question 1

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

Accepted Answer

Acculturation agents can come from both the culture of immigration and the culture of origin.

Question 2

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

Accepted Answer

The typical immigrant today in the United States is not from Europe, but rather from Asia or Latin America.

Question 3

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?

Accepted Answer

D'Andrea's best advice would be to explain that the African-American market is not homogeneous and that many perceived differences between black and white markets may not be real. She should stress the importance of conducting research and recognizing the diversity within the African-American consumer group before developing any marketing promotions. This approach would allow for targeted and effective marketing strategies that consider the unique needs and interests of this subculture.

Question 4

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

Accepted Answer

Studies have shown that Baby Boomers are much more likely to prioritize physical fitness and an active lifestyle than their parents' generation. Therefore, it is reasonable to assume that Jane is more likely to be physically active than her mother was at the same age. Option A is incorrect because it is not necessarily true that Jane will have fewer resources for retirement than her mother did. Option B is purely subjective and cannot be generalized to all Baby Boomers. Option C may or may not be true for Jane, as interests and preferences vary from person to person.

Question 5

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?

Accepted Answer

The popularity of these three examples shows that religion can be effectively marketed and used by mainstream media to reach a large audience. It does not necessarily indicate the power of megachurches, the dominance of born-again Christians, or the influence of church leaders on consumer practices.

Question 6

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.

Accepted Answer

This statement accurately describes what an ethnic subculture is - a group of people who share cultural and/or genetic ties and are distinguishable from other groups.

Question 7

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

Accepted Answer

Generation Y, also known as Millennials, tends to have healthier lifestyle preferences compared to Generation X, leading to proportionally less consumption of tobacco and alcohol.

Question 8

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

Accepted Answer

An ethnographer is a researcher who studies cultures and societies by observing and interacting with people within their natural environment. The process of acculturation, which refers to the changes and adaptations that occur when individuals or groups from different cultures come into contact and interact with each other, would be of great interest to an ethnographer. They would be able to study how the process unfolds within a specific immigrant community, how individuals navigate the cultural differences, and how these interactions shape the community's overall culture and practices.

Question 9

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

Accepted Answer

This statement is false. While there may be some cultural similarities among Asian Americans, they are a diverse group with many different cultural backgrounds, languages, and traditions. It is important for marketers to recognize and respect these differences when communicating with this audience.

Question 10

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?

Accepted Answer

Jui-Jui is facing a conflict between his need for autonomy (independence) and his need for belonging (remaining close to his friends). This is a common dilemma for many teens who are trying to establish their own identities while also navigating social relationships.

Question 11

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

Accepted Answer

The gray market refers to consumers who are over 60 years old and belong to the War Baby Generation, born between 1940 and 1945. Therefore, the correct answer is D.

Question 12

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

Accepted Answer

Maintenance refers to the efforts of individuals or groups to maintain their cultural identities and practices in their new environment. Segregation, on the other hand, refers to the physical separation of individuals or groups based on cultural differences. In this context, the relationship between maintenance and segregation is that new immigrants often attempt to maintain their old cultural background by segregating themselves, living and shopping in physically separated areas from the main culture. This can lead to a lack of integration into the larger society and can hinder the acculturation process.

Question 13

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

Accepted Answer

The largest of the "Big Three" American subcultures is the Hispanic/Latino subculture.

Question 14

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?

Accepted Answer

As a typical teenager, Hillary would likely be bothered by ads that talk down to her or treat her like a child.

Question 15

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

Accepted Answer

The answer of The term Asian refers to 20 ethnic...

Question 16

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

Accepted Answer

This statement is true. Subcultures of young women in Japan, such as Harajuku and Gyaru, are known for their unique and creative fashion styles, which often include elements like brightly colored hair, chunky accessories, and bold makeup. Many of these trends have become popular outside of Japan as well, particularly in countries with large Japanese fashion scenes such as the United States and the United Kingdom.

Question 17

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

Accepted Answer

This argument is weak because many ethnic subcultures still have powerful stereotypes associated with them, and using these stereotypes in marketing can be harmful and offensive. Avoiding ethnic symbolism altogether may be a better approach.

Question 18

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

Accepted Answer

According to the U.S. Census Bureau, as of 2019, only 3.7% of Hispanic Americans are of Cuban descent. Mexican Americans make up the majority of the Hispanic population in the United States, with Puerto Ricans and Salvadorans also making up significant portions.

Question 19

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

Accepted Answer

There is no reliable evidence or prediction supporting this claim. The US Census Bureau projects that the foreign-born population could reach 19% by 2060, but this does not mean that immigrants will constitute more than 50 percent of the total population.

Question 20

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 ________.

Accepted Answer

The United States does not have an official second language, but Spanish is spoken by a significant portion of the population and is the second most common language in the country. Therefore, writing product instructions and identifications in both English and Spanish would reach the most customers in the United States.

Quiz 10: Consumer Identity I: Sex Roles and Subcultures