Exam 15: Careers in Consumer Research

Dan is always eating out because it saves him time. He is representative of a resident of:

Retired persons touring the country in Winnebagos (recreation vehicles) could be called a microcultural group.

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

One problem with marketing brands with ethnic names in them within Canada is:

Jane and Jim went on an ecotour of Northern Newfoundland. At home Jim loves to cook Thai, Tex- Mex and Provencal food. They belong to which "tribe":

Sylvie is from Quebec. She just started dating Roy, who's from Alberta. In terms of food choices, what possible conflicts could they have?

French and English cultures are more similar than many marketers think.

Quenton owned a restaurant. Although both of his parents were born in England, he never once imagined operating a "British" restaurant. Quenton believed that most people had never adopted a taste for some of his parents' true ethnic food. In other words, Quenton believed that there had been little de- ethnicization of "British" food.

Negative stereotyping refers to the process by which a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures or to the mainstream.

Amy and her family communicate with many gestures and words, with gestures carrying more weight than words. This is indicative of a _ culture.

Maria Schuler was never quite sure if it was correct for her to be defined as a member of a specific subculture. She spoke Spanish, lived in the United States, and had emigrated from Argentina, where her parents had emigrated from Germany only 20 years before.

Although Canada is a large, diverse country, it would help marketers to remember that:

Joan and Charles hit it off almost immediately. They met because they both loved classical music and were attending the same auction of old plastic Hi- Fi LPs. They found that they had a number of other interests in common because they both shared the same .

Marie is a French Canadian and Sonya is an English Canadian. In terms of values, Marie will put more emphasis on being well- respected and less on cultural activities than Sonya.

Families, friends, the church, and local businesses are all examples of acculturation agents that come from an individual's culture of immigration.

Louie comes from a family that is entirely aboriginal. According to the 2006 Census, his ethnic subculture represents about 10% of Canada's population.

You just met a woman that brags to you that she is part of the third largest ethnic group in Canada, behind the French and English. The woman must be:

Food Choices - People from Quebec prefer different foods compared to people from Alberta. For instance, people from Quebec tend to have pantries that contain soda crackers, melba toast, and dried fruit, while people from Alberta tend to have ready- made frozen entrees and cold cuts. Those choices are a reflection of the following point, the importance of food.

The French Canadian subculture has been noted as being homogeneous.

Simon's family has strong oral traditions, where words speak louder than gestures. This is indicative of a _ culture.