Deck 10: Microcultures

Question 1

A cohort is a group of people who have lived the same major experiences in their life,and the experiences end up shaping their core values.

Answer 1

True

Question 2

Consumer groupings are ineffective when microcultures are involved.

Answer 2

False
Consumer groupings are particularly effective when microcultures are involved because the consumers within these groups likely have very similar preferences.

Question 3

Divergence refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.

Answer 3

True

Question 4

All microcultures have identical and consistent role expectations for its members.

Question 5

The "Borderland" region,according to the Nine Nations approach,covers the Northern U.S.states that share a border with Canada.

Question 6

The term subculture is often used to capture much the same idea as microculture.

Question 7

Culture explains the habits and idiosyncrasies of all groups of consumers.

Question 8

Men and women make consumer decisions identically.

Question 9

A microculture is defined as a group of people who share similar values and tastes that are subsumed within a larger culture.

Question 10

The role provides a signal as to the behaviors that one should perform to truly belong to the group.

Question 11

The nine nation approach in segmentation asserts the fact that consumer priorities remain consistent across regions.

Question 12

People who age in the same generation belong to the same cohort.

Question 13

The differences between societal expectations of men and women vary more in Western cultures than they do in Eastern cultures.

Question 14

Men tend to process information in a more piecemeal fashion than women.

Question 15

Women are more likely to process information based on the way it is framed and on the categories it evokes.

Question 16

The term age-based microculture describes the finding that people of the same age develop similar consumer preferences.

Question 17

A microculture is less significant in terms of its potential influence on consumer behavior.

Question 18

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

Question 19

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

Question 20

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

Question 21

Bicultural consumers express higher ethnocentrism than their counterparts in the native country and thus are less open to products from their new country.

Question 22

Marketers consider Baby Boomers an important segment because many Boomers have saved significant sums of money for retirement and plan to enjoy good times well into their elderly years.

Question 23

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

Question 24

The Millennials collectively are referred to as the "digital natives."

Question 25

Asian-Americans are scattered around the U.S.making it tough for marketers to effectively reach this customer group.

Question 26

Generation Z represents young consumers born between 1995 and 2010.

Question 27

Generation X consumers were born between 1981 and 1995.

Question 28

The Baby Boomers were born prior to 1928.

Question 29

In the Islamic religion,the word kosher describes the dietary restrictions that prohibit meats that are not slaughtered in the prescribed manner.

Question 30

The Jewish Federation implements tzedakah which enables the poor to access products they may not otherwise be able to access.

Question 31

The Millennial generation has been referred to as the first "always connected" generation.

Question 32

The silent generation consumers are largely characterized by lavish spending and extravagant lifestyles.

Question 33

The Baby Boomers were born in relatively poor and volatile economic times.

Question 34

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

Question 35

Generations provide a good basis for marketing segments because the consumer's age identifies their generation.

Question 36

According to the kosher diet,dairy products cannot be consumed simultaneously with meat.

Question 37

Generation X consumers have also been referred to as "latchkey" kids.

Question 38

Restaurateurs who serve markets with a heterogeneity of religious groups need to be well aware of the dietary restrictions and the sensitivity of these different groups to violations of the restrictions.

Question 39

Relative to the other minority groups,the Hispanic culture is highly educated and highly affluent.

Question 40

The varying ethnicities of consumers in the U.S.have no effect on their consumption patterns.

Question 41

Jane had very few friends in school until she joined Techno-buzz,a group for technology enthusiasts.She felt a sense of belongingness with the group and met other members with whom she shared many common interests.This is an example of belonging to a _____.

A) collective culture
B) mainstream culture
C) macroculture
D) microculture
E) global culture

Question 42

The term habitus refers to mental and cognitive structures through which individuals perceive the world based largely on their standing in a social class.

Question 43

Chicago is famous for its mouth-watering hot dogs where the hot dog is either steamed or simmered in water.This hot dog is unlike any other found in the rest of the country.This is an example of culinary difference arising out of different _____ microcultures.

A) regional
B) sex-role
C) age-based
D) religious
E) generational

Question 44

The combination of working couples and lower birthrates has led to greater levels of consumer affluence.

Question 45

Southerners are distinguished from others by their hospitality as well as their love for tradition.This is an example of difference based on _____ microcultures.

A) regional
B) sex-role based
C) age-based
D) religious
E) street

Question 46

Income is a recognizable determinant of social class.

Question 47

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

A) resurgence
B) acculturation
C) divergence
D) enculturation
E) stratification

Question 48

The advantage of considering social class in consumer behavior is that all consumers in a social class will act similarly.

Question 49

Demographics refer to observable,statistical aspects of populations such as age,gender,or income.

Question 50

Many aspiring artists identify themselves with various bohemian groups which are seen as unconventional and liberating.Such groups are an example of a(n)_____.

A) collective culture
B) universal culture
C) mainstream culture
D) microculture
E) macroculture

Question 51

In sociology,marriages comprising of people from similar classes is referred to as exogamy.

Question 52

Social stratification can be defined as the division of society into classes that have unequal access to scarce and valuable resources.

Question 53

When a consumer faces a situation involving conflicting expectations based on cultural expectations,he or she is said to be experiencing _____ conflict.

A) armed
B) relational
C) physical
D) structural
E) role

Question 54

Greg is part of a fraternity whose members wear only Polo shirts to college.Greg and his friends have chosen to join it as they wanted to define themselves from other students on campus,and wearing a certain brand of clothing helps them achieve that.Which of the following phenomena best describes the students' decision to join a fraternity to define themselves?

A) Divergence
B) Enculturation
C) Resurgence
D) Acculturation
E) Assimilation

Question 55

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

A) native culture
B) macroculture
C) microculture
D) global culture
E) mainstream culture

Question 56

Rodeo,a popular animal-riding sport in Texas,draws huge crowds every time it is organized.However,there are others among them who view the sport as encouraging animal cruelty and hence they stage protests to ban this sport.These people come together and form groups to further the cause of safeguarding animals.Such groups are an example of a(n)_____.

A) universal culture
B) macroculture
C) subculture
D) collective culture
E) mainstream culture

Question 57

When consumers work their way into a class,it is termed as their ascribed status.

Question 58

The social class in which a consumer is born into is termed as the consumer's achieved status.

Question 59

Microcultures are local phenomena and are confined to a specific region.

Question 60

Randy and Cindy,a married couple who are professionals in the same field,were planning to attend a conference together.However,when their two-year-old daughter fell ill,Randy stayed home to take care of her,while Cindy attended the conference.When Cindy told fellow attendees why her husband could not make it for the conference,they were surprised that she was not the one who stayed back at home as she was the mother.Which of the following is Cindy most likely to have experienced due to the conflicting expectations between being a mother and being a professional?

A) Expectation divergence
B) Role conflict
C) Relational conflict
D) Cognitive dissonance
E) Structural conflict

Question 61

Teenagers around the world are more similar to each other than to people from other generations in the same culture.This is an example of a(n)_____ microculture.

A) regional
B) age-based
C) sex-role based
D) generational
E) street

Question 62

Consumers born between 1965 and 1980,long thought to be a group that was marked by alienation and cynicism,belong to the _____.

A) greatest generation
B) Baby Boomers
C) Millennials
D) Generation X
E) silent generation

Question 63

The reliance on schema-based heuristics in making decisions is known as cognitive _____.

A) dissonance
B) distortion
C) structuring
D) divergence
E) imaging

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.Which of the following generational microcultures is Louis most likely to belong?

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

Question 65

Americans born between 1928 and 1945 tend to be frugal and follow largely utilitarian motivations with their purchases.The generational microculture group illustrated here is the _____.

A) Baby Boomers
B) greatest generation
C) silent generation
D) Millennials
E) Generation X

Question 66

A group of people who have lived the same major experiences in their life with the experiences shaping their core values is referred to as a(n)_____.

A) cohort
B) series
C) tribe
D) legion
E) order

Question 67

Majority of teenagers in developed nations are seen either browsing the Internet or listening to music on their smartphones or other electronic gadgets.It can be said that teenagers pretty much have the same preferences throughout the developed world.This phenomenon labeled as world teen culture is an example of a(n)_____ microculture.

A) generational
B) sex-role based
C) age-based
D) street
E) regional

Question 68

Richard was born in 1976.His parents divorced when he was five years old.Since then he has been a cynicist,but now he is a strong believer of traditional family values.The generational microculture Richard belongs to is _____.

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

Question 69

Which of the following generational microcultures is also referred to as Generation Y?

A) Greatest generation
B) Silent generation
C) Baby Boomers
D) Millennials
E) Global generation

Question 70

Americans who were born before 1928,and whose lives and values were shaped very much by World War II and post-war experiences,belong to the _____.

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

Question 71

Carla is a 75-year-old woman.Her life's choices have been influenced by her experiences of the Great Depression as well as World War II.She spends sparingly and buys only what is of practical use to her.Which of the following generational microcultures is Carla most likely to belong?

A) Baby Boomers
B) Silent generation
C) Generation X
D) Generation Z
E) Millennials

Question 72

A group of students from different parts of the country started elementary school together.They graduated high school at a time when higher education costs made it very difficult for parents to finance college education.Most of them took loans to complete college.This experience made them financially responsible and they started saving up early in life.This collective group of individuals can best be described as belonging to the same _____.

A) tribe
B) cohort
C) legion
D) series
E) order

Question 73

Carl turned 55-years old in 2012.He retired early from his job as he had enough savings for a good life.Carl belongs to the _____ group.

A) greatest generation
B) silent generation
C) Generation X
D) Millennials
E) Baby Boomers

Question 74

The societal expectations for men and women among members of a cultural group are referred to as _____.

A) gender sanctions
B) gender identification
C) gender socialization
D) sex roles
E) sex ratios

Question 75

Traditional advertisements for cookware have always focused on appealing to women consumers.Such advertisements make use of consumer differences arising out of microcultures based on different _____.

A) sex roles
B) religions
C) regions
D) ethnicities
E) generations

Question 76

Americans born between 1946 and 1964,during a time in the United States that was marked by optimism and relative economic security,belong to the _____.

A) greatest generation
B) silent generation
C) Baby Boomers
D) Millennials
E) Generation X

Question 77

Eve is a brand of jeans named after a style journal for women.The brand conducted a survey recently and found out that men avoided buying Eve jeans as they associated the brand exclusively with women.Which of the following is illustrated through this scenario?

A) Cognitive dissonance
B) Cognitive distortion
C) Cognitive divergence
D) Cognitive structuring
E) Cognitive imaging

Question 78

Most men hate shopping for clothes and use product price as an indicator for quality.Many believe expensive products as a guarantee for good quality.In making a buying decision based on price-quality heuristic,the consumer is making use of _____.

A) cognitive distortion
B) cognitive dissonance
C) cognitive imaging
D) cognitive divergence
E) cognitive structuring

Question 79

Which of the following generational microcultures is also referred to as the "latchkey" kids?

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

Question 80

Which of the following is true about gender differences in making consumer decisions?

A) Men tend to be more heuristic/intuitive in their processing.
B) Men tend to process information in a more piecemeal fashion.
C) Women tend to process information based on the way it is framed.
D) Women tend to process information based on the categories it evokes.
E) Men generally tend to make poorer consumer choices than women.