Deck 15: Careers in Consumer Research

Question 1

We would expect Chinese Canadian behaviour to represent a mixture of practices from their original culture and those of the new (host) culture. The idea that people learn about a new culture through a gradual process of increasing interactions within the new culture can be understood in terms of:

A) the magic bullet culture theory
B) enculturation learning
C) the progressive learning model
D) the culture- exchange learning theory
E) the consumptive- culture behaviour model

Answer 1

C

Question 2

William is trying to market a new hair product in Canada that was successful in the United States. One of the media types that has been effective in the past for advertising this product in the U.S. was magazines, and he would like to use Canadian magazines for this purpose. However, he is concerned that the small size of the Canadian market means that consumers cannot be reached using this method. Which of the following is true?

A) Canadians do not read magazines very often, so William should use another media type.
B) U.S. magazines are purchased more than Canadian magazines, so William should stick with advertising just in U.S. magazines
C) Canada only reads news- type magazines, and advertising a hair product in these type of magazines would not fit with the consistency principal
D) Canadians can be effectively reached using this medium - 50% of newsstand and subscription sales in Canada come from Canadian magazines
E) Canada only has five different types of publications, none of which are related to fashion

Answer 2

D

Question 3

A Disengaged Darwinist belongs to which "tribe":

A) Wrinklies
B) Elders
C) Boomers
D) Ascetics
E) Gen- Xers

Answer 3

C

Question 4

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":

A) Gen- Xers
B) Boomers
C) Ascetics
D) Elders
E) Wrinklies

Question 5

"Theoretical, more individualistic and liberal, tend to spend and be innovators" describes:

A) French Canadians
B) Italian Canadians
C) Chinese Canadians
D) English Canadians
E) Scottish Canadians

Question 6

Of Canada's aboriginal population, 65% are:

A) under 35
B) between 35- 49
C) between 50- 65
D) over 65
E) unknown

Question 7

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.

A) inter-
B) micro
C) context
D) ethnic
E) progressive

Question 8

Although some people may be uncomfortable with the notion that racial and ethnic differences should be considered when formulating marketing strategies, marketers point out that:

A) one's ethnic background has little effect on many consumer variables such as wearing distinctive apparel
B) minority members are not influenced if a brand is advertised in their own cultural setting, with symbols and gestures they typically use
C) the way marketing messages are structured depends on subcultural differences in how meanings are communicated
D) subcultural memberships are not important in shaping people's wants and needs
E) using advertising spokespeople from their own ethnic background does little to improve an ad's effectiveness

Question 9

Amir moved to Canada from the Middle East. Although he used to be fascinated by his new environment, the reality of his situation is starting to settle in. Ng would say Amir is at which phase of immigrant adjustment?

A) superficial adjustment
B) integration
C) the honeymoon
D) culture shock
E) stress and depression

Question 10

Mary is 60, earns $100,000 per year and lives in Atlantic Canada. Bill is 30, earns $40,000 annually and lives in Alberta. Regardless of these differences, like a majority of Canadians, Bill and Mary believe that:

A) religion is not an important facet of Canadian society
B) Canadians have a large responsibility to donate to charitable organizations
C) products should always carry ethnic brand names
D) social classes do not exist in Canada
E) immigration should be slowed down in order to maintain a reasonable population

Question 11

A Cosmopolitan Modernist belongs to which "tribe"?

A) Elders
B) Ascetics
C) Wrinklies
D) Boomers
E) Gen- Xers

Question 12

Juan recently moved to Toronto from South America. While walking around downtown for the first time, he marveled at some of the sights, such as Rogers Centre and the CN Tower. What phase of adjustment would Raymond Ng claim Juan is in?

A) culture shock
B) stress and depression
C) integration
D) superficial adjustment
E) the honeymoon

Question 13

It is expected that by 2017, of Canada's population will that of a visible minority.

A) 30%
B) 20%
C) 10%
D) 40%
E) 15%

Question 14

Ethnicity refers to one's subcultural identity derived from:

A) regional affiliation
B) gender
C) national stereotype
D) how long one has been in this country
E) common cultural ties of a self- perpetuating group

Question 15

Which of the following is NOT considered to be a subcultural group:

A) senior citizens
B) Canadians
C) French Canadians
D) Dead Heads
E) Catholics

Question 16

A province that bucks the trend in terms of a dominant rural population is:

A) Alberta
B) Ontario
C) New Brunswick
D) Nova Scotia
E) Prince Edward Island

Question 17

Compared to American youth, Canadian youth tend to be more _ consumers.

A) flaky
B) conservative
C) trendy
D) picky
E) liberal

Question 18

Consumers' lifestyles are affected by group membership within society- at- large. These groups are known as .

A) belief groups
B) culture
C) normal groups
D) subcultures
E) cliques

Question 19

The number of regions usually identified in Canada is:

A) three
B) six
C) four
D) seven
E) five

Question 20

Approximately of Canadians say that religion is an important part of their lives, _ of whom consider themselves to be Christians.

A) 50 percent; 50 percent
B) 75 percent; 75 percent
C) 40 percent; 25 percent
D) 25 percent; 50 percent
E) 60 percent; 75 percent

Question 21

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

A) these brands are typically perceived as being of lower quality
B) there are laws that impose harsh restrictions against such practices
C) people that have moved from other cultures perceive this as tokenism
D) it is too difficult to advertise these brands because of their name
E) people that speak one of Canada's two official languages have low brand recall for these brands

Question 22

In Canada, Scottish frugality is viewed:

A) quite poorly
B) favourably
C) unfavourably
D) somewhat okay
E) neutral

Question 23

One reason that religion has not been studied extensively as a potential marketing segmentation variable is that:

A) generally, religious differences in the Canada are insignificant
B) marketers have traditionally been reluctant to consider religion as a segmentation variable because it is taboo
C) there isn't much reason to think it is a predictor of any product categories or brands
D) subgroups by religious affiliation are too small to bother with
E) it violates the separation of church and state

Question 24

Michael Adams' identified a dozen social value tribes in Canada. He grouped these tribes into three groups based on their:

A) gender
B) age
C) values
D) ethnicity
E) morals

Question 25

Joe arrived from Trinidad several months ago. He is staying with a friend in Northern Ontario. He has found a job as a janitor. As winter sets in it is likely he will go through which stage of immigrant adjustment:

A) superficial adjustment
B) honeymoon
C) integration
D) culture shock
E) stress and depression

Question 26

What is the relationship between maintenance and segregation?

A) 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 isolating themselves (segregation) from new immigrants.
B) New immigrants begin to assimilate into a new culture. They also attempt to maintain their old cultural background by segregating themselves by living and shopping in physically separated areas from the main culture.
C) People who belong to the dominant culture attempt to maintain their cultural superiority by isolating the subcultural values of new immigrants by physically segregating members of new subcultures into separate groups.
D) The relationship is subtle. There is constant battle between new immigrants attempting to maintain their new identity and language and the dominant culture that is applying pressure to segregate new immigrants, thus separating them from the new culture.
E) Really the only relationship between them between them is that they both occur after a person has assimilated into a culture.

Question 27

If Maria was identified by Michael Adams as a "Rational Traditionalist', she would be categorized as a(n):

A) GenYer
B) Elder
C) Boomer
D) Partisan
E) GenXer

Question 28

Although language use has been shown to be the best measure of ethnic identity, for a subculture like Jewish people, the best measure would be:

A) income
B) age
C) upbringing
D) spouse's ethnic identity
E) religious beliefs

Question 29

Diane tries new recipes at least once a week, she takes food seriously and is nutrition conscious. She is a representative resident of:

A) Atlantic Canada
B) BC
C) Quebec
D) The Prairies
E) Ontario

Question 30

Detaching an ethnic product and marketing it to other subcultures is called:

A) transference
B) portability
C) conversion
D) de- ethnicitization
E) mobilization

Question 31

Ahmad just moved to Canada from the Middle East. This process is termed:

A) translation
B) movement
C) assimilation
D) resistance
E) adaptation

Question 32

According to the text dimensions of ethnicity that are important to marketers, include all of the following, EXCEPT:

A) life and consumer experiences
B) beliefs
C) religion
D) heritage
E) patrimony

Question 33

In the past, religious leaders influenced their members' buying behaviour primarily by .

A) telling their members what they must purchase
B) creating spiritual associations with certain products
C) using promotional material in their church literature
D) discouraging the consumption of certain product categories or products produced by certain companies or organizations
E) creating political action groups to ban the consumption of certain products

Question 34

Those acculturation agents that help individuals learn to navigate in a new environment are associated with the:

A) culture of navigation
B) culture of origin
C) culture of identification
D) culture of adaption
E) culture of immigration

Question 35

When Javier first came to California he moved in with his brother and sister. They helped him learn how things are done and where Javier can go to get jobs. His brother and sister are serving as .

A) acculturation agents
B) progressive agents
C) psychological tour guides
D) translators
E) individual identity agents

Question 36

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

A) using local celebrities to sponsor products is always effective at reaching diverse groups
B) population will be decreasing, so marketing in other countries is a necessity for survival
C) people from different regions of Canada share some common behaviours
D) using ethnic brand names is always a good strategy for reaching diverse groups
E) needs are becoming so fragmented because of multiculturalism that it makes sense to do business in other countries where this does not occur as much

Question 37

Using symbols and artifacts in a new location can help individuals more effectively transition into that new location. This is a process known as:

A) assimilation
B) warming
C) maintenance
D) cross- referencing
E) affirmation

Question 38

When Ahmad arrived in Dartmouth from the Middle East he had to adapt to such things as a new currency and different clothing. He was undergoing:

A) translation
B) resistance
C) adaptation
D) movement
E) assimilation

Question 39

Xu Juan just moved to Canada from China. It is quite likely that she will:

A) go broke from spending too much money
B) experience too much anxiety and move back
C) reside close to other Chinese people
D) buy Canadian product almost immediately upon arrival
E) acculturate almost immediately after arriving

Question 40

Which religious subculture played a dominant role in the formation of North American cultural values, specifying socially correct etiquette, promoting leisure activities such as golf and yachting as lifestyle ideals:

A) Jewish
B) WASPs
C) Protestant
D) Catholics
E) Born- Again Christians

Question 41

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 adopting products, habits, and values that are identified with the mainstream culture of the United States. This process is known as .

A) movement
B) resistance
C) translation
D) segregation
E) assimilation

Question 42

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

A) subtle- contextual
B) low- context
C) high- context
D) verbally- directed
E) hidden- meaning

Question 43

Seth saw that the Christian publishing industry was booming and wanted to write a paper about it but could not find a lot of information. He discovered that the lack of marketing information about religion was due to .

A) the dollar value of the Christian market being very low
B) religion being somewhat of a taboo subject among researchers
C) traditional bigotry toward religion
D) the small number of people who are influenced in the marketplace by religious issues
E) information being locked up in churches so that the public could not view it

Question 44

The Chinese Canadian market is now being taken seriously by major marketers because of two important demographic characteristics, which are that:

A) they are relatively bilingual and located throughout the Canada
B) they are relatively older and very prosperous
C) they tend to eat out more and prefer Canadian mainstream food brands
D) they are hard working and relatively wealthy
E) they are concentrated in just a few cities (making them easy to reach) and have smaller families than average for Canada

Question 45

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 .

A) evoked set
B) value system
C) de- alienated class
D) context culture
E) microculture

Question 46

Regarding the use of media, which of these statements is NOT TRUE of French Canadians:

A) French Canadians tend to prefer Latin or European flair
B) French Canadians favour original creative advertising
C) French Canadians tend to prefer close- up shots
D) French Canadians tend to prefer images of the nuclear family
E) French Canadians tend to prefer images of relaxed seniors

Question 47

Religion is very closely associated with:

A) geographic regions, income and occupation
B) ethnicity, social class and income
C) ethnicity, social class and geographic regions
D) social class, geographic regions and income
E) geographic regions, income and education level

Question 48

Ang Lee's mother tongue is Mandarin, compared to other Chinese Canadians, all of the following are true about him EXCEPT he:

A) plays more lotteries
B) consumes less alcohol than Vancouverites
C) has a large traditional family
D) is slightly more wealthy than the average Canadian
E) owns his own home

Question 49

Which of the following terms best describes Canadian society?

A) homogeneous
B) xenophobic
C) isolated
D) heterogeneous
E) democratically pure

Question 50

Currently in Canada, spirituality is:

A) in fashion
B) forgotten
C) confused
D) tired and old
E) non- existent

Question 51

Epoch Times is one of how many ethnic media outlets in Canada?

A) 400
B) 300
C) 200
D) 100
E) 500

Question 52

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

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

Question 53

Charles belongs to a Canadian company that makes high- end gardening products. He knows that research on the influence of country- of- origin effects suggests that people have trouble identifying Canadian- made products. Which of the following taglines would help overcome this problem?

A) "As solid as the Maple Leaf"
B) "It's better than any other country's products"
C) "Strong enough for a man, and aesthetic enough for a woman"
D) "Good enough for a president to use"
E) "Paying more because of quality"

Question 54

has (have) been used in the past by marketers as a shorthand to connote certain product attributes. The images employed were often crude and unflattering. In Walt Disney's Dumbo, singing black crows appeared to have the same characteristics as old- time minstrel shows. Many found the analogy to be in poor taste.

A) Cultural translations
B) Descriptions
C) Memories
D) Personalities
E) Ethnic symbolism

Question 55

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

A) hidden- meaning
B) subtle- contextual
C) verbally- directed
D) high- context
E) low- context

Question 56

If you were going to execute a marketing campaign in the Northwest Territories, it would be important to recognize that:

A) Consumers in the Northwest Territories only follow local media.
B) Consumers in the Northwest Territories do not consider fashion trends as being important
C) Consumers in the Northwest Territories are a 50/50 split of English and French speaking Canadians.
D) The Northwest Territories does not have a class system.
E) The population of the Northwest Territories is dominated by Canadians of Aboriginal origin

Question 57

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

A) Quebec
B) British Columbia
C) Ontario
D) The Prairies
E) Atlantic Canada

Question 58

Compared to Canada, immigrants account for about _ _ percent of the U.S. population.

A) 13
B) 5
C) 22
D) 39
E) 31

Question 59

Which of the following statements is not true in terms of French Canadians compared to English Canadians?

A) French Canadians consider environmental issues more frequently when making a purchase
B) French Canadians are more knowledgeable and concerned about ecological issues
C) French Canadians are more likely to recycle
D) French Canadians perceive that environmentally friendly behaviour is important
E) French Canadians believe that most corporations are environmentally responsible

Question 60

The process of learning the ways of another culture and the degree to which a person succeeds in adapting in a culture other than the one in which they were born is:

A) cultural empathy
B) acculturation
C) enculturation
D) identification
E) cultural gravitation

Question 61

The market, although part of Canada, is not as identity- based or as homogeneous as many marketers seem to believe.

Question 62

High usage of coupons vs. loyalty programs in Quebec points to a preference for:

A) intense excitement
B) cultural acceptance
C) gambling
D) tangible fulfillment
E) instant gratification

Question 63

Freda recently moved from Canada to Hong Kong. Her consumer behaviour will be a mixture of practices taken from her original culture, Canada, and Hong Kong, her culture.

A) ethnocentric
B) forced
C) acculturated
D) translated
E) host

Question 64

French Canadians comprise _ _ of Quebec's population.

A) 80%
B) 60%
C) 90%
D) 50%
E) 70%

Question 65

As immigrants in a different country, some continue their identification with their country of origin, resenting pressure to submerge their cultural identities and take on new roles. This behaviour is called .

Question 66

Sometimes products that were originally marketed with a specific ethnic appeal get detached from those ethnic roots and are marketed to other subcultures. The process is known as .

Question 67

The process of movement and adaptation to a new country's cultural environment by an individual from another country is called .

Question 68

Mini- Case Question
This question is based upon the following information.
Pei- Hua was born in this country although her Chinese parents were not. Usually her mother shops at the Chinese stores in their neighbourhood, but for supermarket or department store purchases, Pei- Hua does the shopping. Her mother does not speak English at all, but she does read the Asian newspapers. Her father's import business keeps him busy, and he has been very successful. Pei- Hua's brothers both studied medicine at the University of Toronto, and now she is getting a business degree herself. She studies very hard, sometimes with her friend, Jan, who also thinks that learning and doing well in school are important. Pei- Hua's tuition is paid by her parents, and, of course, she lives at home, but she also earns money herself, for the little "extras." Her father insists that she put at least 15 percent of her earnings into a savings account. He does not believe in credit cards. She knows that he's right, so she does it. Recently she was delighted when her father gave her a personal computer and printer. No more using the ones at school!
Of the various behaviours described for Pei- Hua and her family, select two which seem characteristic of Asian Canadians in general.

Question 69

The assumes new immigrants gradually learn a new culture as they come in contact with it.

Question 70

Ming- Ming shows signs of wishing to adopt some of the practices and products of the Canadian mainstream culture, even as she maintains preferences for things from her country of origin. To some extent, Ming- Ming is undergoing .

Question 71

If your firm were to broadcast television commercials in Quebec, they would achieve more impact if they were:

A) animated
B) adaptations
C) original
D) low- key
E) startling

Question 72

Tom's favourite snack is chocolate; he is a representative of a resident of:

A) BC
B) Quebec
C) Atlantic Canada
D) The Prairies
E) Ontario

Question 73

After living in Canada for two years, Nima can finally function in society with the degree of ease comparable to that a native- born person. Ng would say he has reached the phase of:

A) stress and depression
B) the honeymoon
C) culture shock
D) integration
E) superficial adjustment

Question 74

According to Ng's phases when an immigrant forays into the new culture and manages day- to- day life, he is at the the phase of adjustment termed:

A) superficial adjustment
B) culture shock
C) integration
D) honeymoon
E) stress and depression

Question 75

A group, that is held together by a common cultural heritage and/or genetic ties, as distinguished by customs, characteristics, language, common history, etc., and is identified both by its members and others as a distinguishable category, is known as a/an .

Question 76

Although Megan considers herself an Atlantic Canadian, because she lives in Halifax, she belongs to the Welsh Cultural Society of Nova Scotia because her mother came from Wales. This organization is an example of a group that draws its members from a .

Question 77

Because marketing is universal, companies that market products across subcultural groups have found that there is little advantage to hiring members of the subcultures to help prepare promotions.

Question 78

How do the regions of Canada differ?

Question 79

The Chinese community in BC is reached in its own language through which media?

Question 80

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:

A) South- Asian
B) South African
C) South American
D) Chinese
E) Australian