Deck 12: Subcultures and Consumer Behavior

Question 1

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

A) network
B) subculture
C) micro culture
D) cohort
E) none of the above

Answer 1

B

Question 2

________ constitute the largest Hispanic subcultural group.

A) Cubans
B) Dominicans
C) Nicaraguans
D) Puerto Ricans
E) Mexicans

Answer 2

E

Question 3

When it comes to consumer behavior, ancestral pride associated with ________ is manifested most strongly in the consumption of ethnic foods, in travel to the "homeland," and in the purchase of numerous cultural artifacts.

A) age subcultures
B) nationality subcultures
C) race subcultures
D) religious subcultures
E) gender subcultures

Answer 3

B

Question 4

In the United States, ________ percent of the American population is foreign born. This shows how important nationality subcultures are.

A) 7
B) 13
C) 19
D) 25
E) 31

Question 5

In relation to consumer behavior, less acculturated Hispanic consumers ________.

A) prefer well-established brands
B) traditionally shop at large grocery chains
C) are price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items
E) tend to be impulse buyers

Question 6

In contrast to other American population segments, Hispanic Americans are ________.

A) more religious
B) more populous
C) more patriotic
D) younger
E) more highly educated

Question 7

In relation to consumer behavior, less acculturated Hispanic consumers ________.

A) prefer new, undiscovered brands
B) traditionally shop at bodegas
C) are price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items
E) tend to be impulse buyers

Question 8

When discussing subcultures, it is important to note that each individual could be a member of ________.

A) either the dominant culture or a subculture
B) one subculture only
C) two subcultures only
D) four subcultures at the most
E) many subcultures, as there is no limit

Question 9

In addition to segmenting markets in terms of cultural factors, marketers also segment societies into smaller ________ that consist of people who are similar in terms of their ethnic origin, customs, and ways of behavior.

A) micromarkets
B) individual markets
C) mass markets
D) subcultures
E) microsocieties

Question 10

Despite the various countries of origin of Hispanic Americans, this subcultural group is often considered by some people as a single market based on ________.

A) age
B) nationality
C) geographic location
D) religion
E) language

Question 11

Which American ethnic subculture is the fastest growing?

A) Hispanic American
B) African American
C) Asian American
D) American Indian
E) none of the above

Question 12

Hispanic youths are more fashion conscious and are more likely to seek out and be loyal to well-known brands than their non-Hispanic counterparts. This is an example of a subcultural characteristic based on ________.

A) age
B) ethnicity
C) religion
D) geographic region
E) gender

Question 13

Members of a specific ________ possess beliefs, values, and customs that set them apart from other members of the same society.

A) subculture
B) demographic
C) trait
D) race
E) ideology

Question 14

Queens County (one of the five boroughs that make up the City of New York) is one of the most multicultural counties in America, where ________ percent of its residents were born outside the United States.

A) 26
B) 36
C) 46
D) 56
E) 66

Question 15

Which of the following is true of Hispanic American households?

A) Hispanic Americans tend to be members of smaller families.
B) Hispanic Americans are less likely to live in an extended family household.
C) Hispanic American households are less likely to contain children.
D) Hispanic Americans spend more time caring for their children.
E) The majority of all Hispanic Americans under the age of 18 living in the United States were born in Latin America.

Question 16

The three primary ethnic subcultures in America, in order from most populous to least populous, are ________.

A) Asian Americans, African Americans, and Latinos or Hispanics
B) Asian Americans, Latinos or Hispanics, and African Americans
C) African Americans, Asian Americans, and Latinos or Hispanics
D) African Americans, Latinos or Hispanics, and Asian Americans
E) Latinos or Hispanics, African Americans, and Asian Americans

Question 17

A component of a person's subculture is ________.

A) age
B) race
C) ethnic background
D) all of the above
E) none of the above

Question 18

Subcultures are ________.

A) mutually exclusive in terms of membership
B) a hindrance to market segmentation
C) dynamic and evolving
D) vastly different in values and beliefs from dominant American culture
E) static

Question 19

The proportion of non-Hispanic/Caucasian whites in the U.S. population is projected to ________ over the next several decades.

A) increase
B) decrease
C) diffuse
D) remain at same level
E) dramatically rise

Question 20

Ethnic clothing, art, music, and foreign-language newspapers are examples of ________ that can be associated with nationality subcultures.

A) cultural artifacts
B) loyalty drivers
C) ambassadors
D) fixation products
E) cross-cultural bridges

Question 21

The subculture that is furthest from being homogeneous is the ________ subculture.

A) African American
B) Hispanic American
C) Asian American
D) Mexican American
E) Pacific Islander

Question 22

________ are examples of subcultural categories based on geographic region.

A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teenagers, Generation Xers, and the elderly

Question 23

Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on ________.

A) nationality
B) religion
C) age
D) gender
E) geographic location

Question 24

From a marketing viewpoint, the best way to target the Hispanic market is on the basis of the group's ________.

A) Spanish surname
B) Spanish spoken at home
C) country of family ancestry
D) country of origin
E) personal ethnic identification

Question 25

On a percentage basis, which of the following is the fastest-growing American minority?

A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans

Question 26

Relative to Hispanic and African American households, Asian American households are more likely to ________.

A) have more buying power as a segment
B) have Internet access
C) be similar to each other
D) prefer English language ads
E) have low incomes

Question 27

The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South and Midwest, is an indication that marketers must research ________ subcultures.

A) demographic
B) geographic
C) racial
D) ethnic
E) religious

Question 28

The largest Asian American subsegment is the ________ nationality.

A) Indian
B) Chinese
C) Japanese
D) Korean
E) Vietnamese

Question 29

________ are considered to be largely family oriented, highly industrious, and strongly driven to achieve a middle-class lifestyle.

A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans

Question 30

What is the most striking characteristic of Asian Americans?

A) high level of educational attainment
B) common language
C) homogeneity
D) high concentrations in rural areas
E) low median household incomes

Question 31

In relation to consumer behavior, young female Hispanic consumers ________ than non-Hispanic females.

A) prefer new, undiscovered brands more
B) traditionally shop at large grocery chains more
C) are more price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items more
E) have a higher need for uniqueness

Question 32

The first thing Christopher was asked when he went to work for an advertising firm is how to promote to African Americans. After careful consideration, which of the following is the best advice Christopher could give his new employers?

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) African American children tend to gravitate toward toys and characters that look like them.
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.
E) none of the above

Question 33

Which of the following is true of African Americans in relation to marketing and media?

A) African American adults tend to place a great deal of trust in African American-centric media.
B) Major advertisers targeting the African American market find specialized agencies to provide no benefit over general advertising agencies.
C) Personal grooming and food products targeted to African Americans are best advertised through mass media.
D) African Americans typically spend less time watching television than Caucasians.
E) Few African Americans believe that most advertising is targeted to white people.

Question 34

The South and Midwest prefer white soft bread; the East and West coasts prefer firmer breads. This is an indication that marketers must recognize ________ subcultures.

A) demographic
B) geographic
C) racial
D) ethnic
E) nationality

Question 35

Kosher seals on food items are placed to cater to a(n) ________ subculture.

A) ethnic
B) racial
C) religious
D) nationality
E) geographic location

Question 36

African American consumers currently have a purchasing power estimated to have reached ________.

A) $500 billion
B) $700 billion
C) $900 billion
D) $1 trillion
E) $1.5 trillion

Question 37

Generally, the consumption habits of African American consumers are a function of their ________ rather than their ________.

A) ethnicity; brand loyalty
B) social standing; ethnicity
C) ethnicity; convenience
D) convenience; ethnicity
E) ethnicity; social standing

Question 38

What is the fastest-growing American minority?

A) African Americans
B) Asian Americans
C) Hispanic Americans
D) Pacific Islanders
E) Russian Americans

Question 39

Christmas is the major gift-purchasing season of the year. This corresponds with which type of subculture?

A) racial
B) ethnic
C) age
D) religious
E) nationality

Question 40

________ are the fastest-growing religious affiliation in America.

A) Roman Catholics
B) Presbyterians
C) Baptists
D) Christians
E) Muslims

Question 41

The availability of ________ has allowed marketers to reallocate resources (e.g. moving inventory around the country and shifting ad expenditures) geographically in order to increase the profitability of brands.

A) scanner data
B) topological factors
C) linguistic cues
D) content analysis
E) field observation

Question 42

The term ________ refers to the age segment of the population that was born between 1946 and 1964.

A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Senior

Question 43

The largest age subculture is the ________ subculture.

A) Generation X
B) Twixters
C) Generation Y
D) Baby Boomer
E) Senior

Question 44

The independent, self-directed segment of Millennials that would rather meet people in person than online or through text and reads books instead of blogs is known as ________.

A) Hip-ennials
B) Millennial Moms
C) Anti-Millennials
D) Gadget Gurus
E) Old-School Millennials

Question 45

Which of the following is true of the Generation X market?

A) Generation X members are especially receptive to being singled out and marketed to.
B) Generation X members value salary over job satisfaction.
C) Generation X members freely accept the values of older coworkers.
D) Baby boomer media does not work for Generation X members.
E) Generation X members are likely to neglect their families while striving to secure higher salaries and career advancement.

Question 46

Also known as the "Homeland Generation" and "Digital Natives," members of the ________ subculture were born between 1997 and today.

A) Generation Z
B) Generation Y
C) Generation X
D) Twixters
E) Baby Boomers

Question 47

Research reveals that for older consumers ________ appears to be more important in determining consumer behavior than ________.

A) cognitive age; chronological age
B) generational age; chronological age
C) cognitive age; generational age
D) chronological age; cognitive age
E) generational age; cognitive age

Question 48

Also known as "ECHO BOOMERS" and "MILLENNIALS," members of the ________ subculture were born between the years 1980 and 1996.

A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Seniors

Question 49

Which of the following is true of baby boomers?

A) Baby Boomers are the youngest age cohort in America.
B) Baby Boomers are cynical and do not like to be marketed to.
C) Baby Boomers are consumption oriented.
D) Baby Boomers are set in their ways and unwilling to try new products and services.
E) Echo Boomers are the most sought-after subgroup of Baby Boomers.

Question 50

Which state of the United States has the most love for Reese's Peanut Butter Cup candy?

A) New York
B) Kansas
C) Boston
D) Chicago
E) Los Angeles

Question 51

In which state in the United States is M&Ms the most preferred candy?

A) New York
B) Georgia
C) Massachusetts
D) Illinois
E) California

Question 52

The globally aware, charitable segment of Millennials that is characterized by a belief that they can have an impact on the world and make it better is known as ________.

A) Hip-ennials
B) Millennial Moms
C) Anti-Millennials
D) Gadget Gurus
E) Old-School Millennials

Question 53

The comfort-seeking segment of Millennials that does not buy green products and cares mostly about their businesses and their families is known as ________.

A) Hip-ennials
B) Millennial Moms
C) Anti-Millennials
D) Gadget Gurus
E) Old-School Millennials

Question 54

What is the longest adult life stage for most consumers?

A) pre-adulthood
B) early adulthood
C) middle adulthood
D) later adulthood
E) post-adulthood

Question 55

Gen Y individuals are also known as ________.

A) Echo boomers
B) Millennials
C) both A and B
D) Generation X
E) none of the above

Question 56

Generation Y, Generation X, baby boomers, and seniors are four subcultural segments based on ________.

A) race
B) age
C) gender
D) geographic location
E) religion

Question 57

The annual discretionary income of seniors amounts to ________ of the net worth of American households.

A) 30%
B) 40%
C) 50%
D) 60%
E) 70%

Question 58

Yuppies are members of the ________ subculture.

A) Generation X
B) Baby Boomer
C) Senior
D) Generation Y
E) Tween

Question 59

________ are examples of subcultural categories based on age.

A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teens, Generation Xers, and older Americans

Question 60

Within cognitive age, ________ is how old one feels.

A) feel age
B) look age
C) do age
D) interest age
E) chronological age

Question 61

SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
In the SMITH MINI CASE, Carl belongs to which of the following age subcultures?

A) Generation X
B) Twixter
C) Generation Y
D) Baby boomers
E) Seniors

Question 62

SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
In the SMITH MINI CASE, the best way for Pinkerton's to advertise to Carl is through ________.

A) mainstream radio
B) television directed specifically toward African Americans
C) mainstream television
D) mainstream magazines
E) radio directed specifically toward African Americans

Question 63

Hispanics tend to be members of smaller families, and are more likely to live in an extended family household.

Question 64

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren. He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild.
In the JONES MINI CASE, which of the following labels best describes the Joneses?

A) traditional elderly
B) new-age elderly
C) old-old
D) stereotypical elderly
E) technophobic elderly

Question 65

The majority of Hispanic Americans speak only Spanish.

Question 66

Which of the following is true of the "elderly"?

A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.

Question 67

Within cognitive age, ________ is how similar a person's interests are from those in his or her age group.

A) feel age
B) look age
C) do age
D) interest age
E) chronological age

Question 68

When segmenting women who work outside the home, the ________ is older, employed, moneyed, content, open to and responsive to new technologies, watches more TV than other working women, and likes newspaper inserts.

A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess

Question 69

Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of the larger society of which they are a subset.

Question 70

Nationality is inconsequential as a subcultural reference that guides what people value and what they buy.

Question 71

When marketers single-out a particular subculture that they wish to target, they must often modify the product to better meet the needs of the targeted consumers and also change the marketing message to suit the subculture's values and tastes.

Question 72

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren. He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild.
In the JONES MINI CASE, 60 is Bob's ________, whereas 75 is Bob's ________.

A) chronological age; cognitive age
B) cognitive age; generational age
C) generational age; cognitive age
D) cognitive age; chronological age
E) generational age; chronological age

Question 73

In the United States, nearly ________% of women over 16 are in the labor force.

A) 30
B) 50
C) 60
D) 72
E) 81

Question 74

Which of the following is true of gender roles and consumer behavior?

A) Women have traditionally been cast as the providers or breadwinners.
B) Men show superior affect and purchase intention toward ads that are verbal and complex.
C) Women are prone to such shopping motives as uniqueness and assortment seeking, social interaction, and browsing.
D) Women exhibit superior affect and purchase intention toward ads that are comparative, simple, and attribute-oriented.
E) Women are less loyal to local merchants than their male counterparts.

Question 75

When segmenting women who work outside the home, the ________ has a number of degrees, is trying to evolve an identity that is more than being a wife and a mother, uses clothing and supplemental products to seek prestige beauty, and spends time with children doing things that please both the children and herself.

A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess

Question 76

SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
In the SMITH MINI CASE, if Pinkerton's chose to send direct mail with different product features to different consumers based on the region of the country, Pinkerton's would be segmenting on the basis of ________ subculture.

A) racial
B) geographic
C) ethnic
D) religious
E) age

Question 77

Hispanics have replaced African Americans as the largest minority group in the United States.

Question 78

When Kohler introduced the Elevance Rising Wall Bath, they were targeting an age subculture.

Question 79

When segmenting women who work outside the home, the ________ is single, not necessarily looking for a husband, aspires to luxury brands, uses social networks for image management, and sees a wedding as a party (vs. a ritual).

A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess

Question 80

Which of the following is true of the "new-age elderly"?

A) They are not innovative.
B) They seek stability and a secure routine.
C) They perceive themselves to be of normal health for their age.
D) They feel life should be dependable and routine.
E) They see themselves as younger than their chronological age.