Deck 12: Income and Social Class

Question 1

Freddie, who is age 32, had been working in Kanata for many years. Like many other techies he has just been laid off and has returned to his parents home in BC. He can be termed:

A) boomerang child
B) rebound kid
C) boomerang kid
D) boomie kid
E) techie dropout

Answer 1

C

Question 2

Mary is the dedicated mother of three children and one of the top real estate agents at her firm. She constantly experiences guilt when trying to compromise between how to balance motherhood and her career. Working mothers like Mary often struggle with what one researcher called the .

A) "Female Paradox"
B) "Motherhood Paradigm"
C) "Women's Intuition"
D) "Juggling Lifestyle"
E) "Motherhood Clause"

Answer 2

D

Question 3

The time in a person's life in which consumer socialization begins is:

A) around when they are four years old.
B) when they become a teenager.
C) around when they are eight years old.
D) within their first two years.
E) around when they are six years old.

Answer 3

D

Question 4

Many child development specialists do not believe that children pass through fixed stages of cognitive development at the same age. These specialists propose that children differ in terms of their:

A) ability to recognize brands
B) ability to process advertisements
C) ability to use motor skills
D) ability to attend to what people are saying
E) ability to store and retrieve information from memory

Question 5

As defined by the Statistics Canada, household living arrangements refers to:

A) whether or not the person lives with another person or persons and, if so, whether or not he or she is related to that person or persons.
B) anyone living in dorms, in military service, in extended hospital or nursing home care, or in prisons
C) one person living alone
D) any combination of two or more people living together on a permanent basis
E) a household containing two blood relatives and at least one child

Question 6

The "nuclear family":

A) refers to that generation of youngish adults charged with supporting their parents as well as their own children
B) consists of three generations living together, often including grandparents, aunts, uncles, and cousins
C) consists of mom, dad, and one or two children (perhaps a sheepdog also)
D) is the evolving definition of the family characteristic of the pre- perestroika environment in the Soviet Union
E) a modern- day lesbian or gay couple living together as a family unit

Question 7

All of the following are true, EXCEPT:

A) Spain, Sweden, Germany and Greece all have fertility rates that are high enough to keep population levels in those countries constant
B) the baby boomlet resulted when baby boomers started to have their own children
C) worldwide surveys show that almost all women want smaller families than they did a decade ago
D) 2.1 births per woman is needed to maintain a stable Canadian population
E) demographers predict a decline in the TFR even though the number of fertile women between 15 and 44 will grow

Question 8

The idea that the husband and wife should take a common view toward household purchases and act as joint decision makers is called the:

A) Socratic method
B) autonomic ideal
C) etic perspective
D) democratic method
E) synoptic ideal

Question 9

When a family birthday party ends, Beth is in charge of throwing out the decorations. Beth's behaviour is indicative of a/an:

A) maintainer
B) gatekeeper
C) influencer
D) disposer
E) user

Question 10

The family life cycle concept is particularly useful to marketers because:

A) the focus on long- term changes in family priorities helps to predict demand for specific product categories over time
B) it helps to re- affirm traditional family values
C) it is a catchy phrase, good marketing "lingo"
D) it recognizes the increasing number of women in the work force
E) marketers too often overlook families in favour of younger individual consumers

Question 11

Freda, whom owns a giftware store, is married with two teenaged children. She finds that she needs a computer at home, and her children have been clamoring for an Apple Mac. However, due to business requirements, she needs a PC that will handle Microsoft software applications. To make them happy, she adds a DVD burner and high end speakers, which she has no need for. This is an example of a/an purchase behaviour.

A) assimilative
B) accommodative
C) consensual
D) assisted
E) multi- layer

Question 12

The type of family purchase decision in which the group agree on making the desired purchase but have minor differences in how to achieve it is called:

A) familial
B) interpersonal
C) accommodative
D) harmonious
E) consensual

Question 13

Jason is a nine- year- old boy that is looking to purchase a new video game. This example illustrates how children can be viewed as a:

A) ideal market
B) changing market
C) future market
D) influence market
E) primary market

Question 14

The total fertility rate is based on:

A) the number of births per woman aged 15 to 49
B) the number of births per household
C) the number of births per woman aged 21 to 55
D) the number of births per woman aged 19 to 35
E) the number of births per woman aged 25 to 44

Question 15

In advertising to children, even when marketers use disclaimers, one ethical problem centres on the fact that:

A) parents really want kids to learn to use ads for making decisions on their own
B) kids tend to interpret what they see on television as real; they do not necessarily understand the persuasive intent of commercials
C) the largest advertising budget usually wins the kids' market
D) kids get disappointed when parents won't buy everything shown on TV
E) most ads are environmentally insensitive

Question 16

Meredith works hard to keep her family together in this fast- paced world. She coordinates visits with relatives, calls and writes often to her parents and grandparents, and makes sure her husband remembers all significant birthdays and anniversaries. In this example, Meredith is primarily responsible for the continuation of the family's .

A) gossip net
B) synoptic ideal
C) buddy system
D) grapevine system
E) kin- network system

Question 17

Which of the following is NOT a decision- making strategy commonly employed to reduce conflict in joint decision- making situations:

A) basing decisions upon objective dimensions or criteria
B) taking turns in making all the decisions during alternating periods
C) "trading off" one spouse's less intense preference for a more strongly held one felt by the other in a different decision area
D) making concessions to the spouse who holds certain strong preferences
E) agreeing upon a system of task specialization by which each spouse is responsible for certain duties or decision areas

Question 18

Delores is a team leader at Bombardier, and delegates tasks to group members regularly. She regularly has them submit a written report directly back to her within a week. Delores then edits/summarizes the report, and distributes it to the other team members. This is an example of a/an:

A) information gatherer
B) initiator
C) gatekeeper
D) influencer
E) decision maker

Question 19

When an individual has good reason to care about the outcome of a family purchase decision, he may create conflict which relates to:

A) personal responsibility
B) interpersonal needs
C) power
D) intrinsic investment
E) product involvement

Question 20

A good definition of an extended family unit is _ living together.

A) two parents and a grandparent
B) three generations of a family
C) one parent and at least one child
D) two parents and at least one child
E) two generations of a family plus one renter

Question 21

Jules, a creative assistant at McCann Advertising, gets a great idea for a new automobile client that the firm has just landed. He is an:

A) influencer
B) information gatherer
C) gatekeeper
D) decision maker
E) initiator

Question 22

In predicting demand for specific product categories over time, the usefulness of the family life cycle has been limited because they failed to take into account, all of the following, EXCEPT:

A) single- parent households
B) changing roles of women
C) changes in demands placed on incomes
D) acceleration of alternative lifestyles
E) childless and delayed- child marriages

Question 23

Chloe is age eight. She regularly shops with either a parent or a grandparent. Today she wants to spend her pocket money. She is capable of:

A) making dependent purchases
B) making assisted purchases
C) being a full- fledged shopper
D) being a shallow shopper
E) making contingent purchases

Question 24

Which country has banned television programs aimed at children under 3 years of age due to concerns regarding child development?

A) Japan
B) Canada
C) France
D) Greece
E) Russia

Question 25

Gourmet Foods Inc. specializes in high- end appetizers and sweets, and is known as a luxury item. Their best target would most likely be:

A) older consumers
B) single professionals
C) middle- aged consumers
D) business owners
E) young marrieds

Question 26

Family size depends on all of the following factors except for .

A) religion
B) the availability of birth control
C) place of residence
D) education level
E) personal beliefs about wanting children

Question 27

Children pass through distinct stages of cognitive development, with each stage being characterized by an ability to comprehend concepts of increasing complexity, according to the idea favoured by:

A) Carl Jung
B) Sigmund Freud
C) Benjamin Spock
D) Jean Piaget
E) B.F. Skinner

Question 28

Allison loved working with children, so when she found a marketing job studying children's marketing behaviour she was ecstatic. What was difficult, however, was trying to explain how children would react to brand names to the marketing staff. What advice should Allison give her colleagues about selecting brand names for children's products?

A) Children under 12 will use the brand name only as a simple cue to identify the product.
B) Children under 12 will remember the cultural assumptions associated with the name without remembering the brand name itself.
C) Children under 12 are likely to think about brands on a symbolic level and therefore the brand name should represent something that indicates "growing- up"
D) Children under 12 are not likely to remember a brand name, so pictures are more important.
E) The brand name holds implications for a child under 12 years of age that can transfer to the product. For example, a child who is afraid of the dark will be afraid of a product if the word dark is in the brand name.

Question 29

Dale and Patty Johnson have been married for fifteen years. Dale works in a meat packing plant and Patty works part time as a clerk in a fast- food restaurant. Who is most likely to be the family financial officer?

A) Dale
B) Patty
C) They are both equally likely.
D) If Patty is working, then she is, but when she is not, then Dale is.
E) If Dale is working, then he is, but when he is not, Patty is.

Question 30

Which of the following is NOT a characteristic of the synoptic ideal in family decision making: the husband and wife would:

A) use as much information as possible to act rationally and analytically
B) thoughtfully weigh alternatives
C) assign each other well- defined roles for decision making
D) make mutually beneficial consumer decisions
E) use heuristics as a basis for decision making

Question 31

All of the following are factors which determine the degree to which purchase decisions will be made jointly or by one or the other spouse in a family EXCEPT:

A) socio- economic status
B) influence of spousal resources
C) couple's experience as a decision- making unit
D) consumer confidence level
E) gender- role stereotypes

Question 32

In traditional families, the husband tends to exert influence over the others in making purchase decisions. He is said to have:

A) personal responsibility
B) interpersonal needs
C) product involvement
D) intrinsic motivation
E) power

Question 33

Geraldo always seems to be the one left to do the research on large family purchases. This is because he does have a flair for getting all the necessary information. Geraldo would be the:

A) initiator
B) influencer
C) gatekeeper
D) decision maker
E) information gatherer

Question 34

In what type of households are spouses most likely to make joint decisions?

A) in lower class families because both parents need to seriously focus on their budget
B) in upper social class families as opposed to middle- class families
C) in families with extensive kin- network systems, as opposed to kin- isolated families
D) in families in which one spouse makes a significantly higher income than the other
E) in middle- class families as opposed to either lower- class or higher- class families

Question 35

In consumer behaviour, a critical aspect of household decision making is that:

A) the concept is only relevant to people that live in a house with three or more people
B) family purchase decisions are always made by the high- income earner
C) traditional family decision making behaviour has almost become extinct
D) although one person may purchase a product, it can be used by multiple people
E) family preferences for products and services do not change over time

Question 36

is the classification scheme that segments consumers in terms of changes in income and family composition and changes in demands placed on income.

A) Delayed Full Nest
B) Family life cycle
C) Empty Nest
D) Full Nest II
E) Full nest I

Question 37

In a family discussion, Jorge listens a lot and speaks more strongly as alternatives are being evaluated for a new PC. He is most probably a/an:

A) gatekeeper
B) decision maker
C) influencer
D) initiator
E) information gatherer

Question 38

Recent evidence suggests that men and women are increasingly exhibiting similar attitudes about how they prefer to balance home life and work. They term this phenomenon:

A) Sex- Type Trait Similarities
B) The Unity of Maleness and Femaleness
C) Gender Bias
D) Role Shift
E) Gender Convergence

Question 39

Michael is an avid beer drinker, while his wife barely drinks beer at all. When they disagree about what type of beer to buy, Michael may create conflict due to:

A) power
B) accountability
C) product involvement
D) interpersonal needs
E) personal responsibility

Question 40

Yoandra and her daughter seem to have more battles these days. Her daughter insists that other girls get to go to the malls and buy clothes and records, but her mother won't let her buy anything. Lately her daughter has begun pouting and refusing to help with the dishes and grocery shopping. Yoandra gets the message. Sometimes, out of sheer weariness, she gives in and lets her daughter have money that she had set aside for emergencies. Yoandra's behaviour is called:

A) synoptic ideal
B) instrumental decision
C) socialization
D) parental yielding
E) syncratic decision making

Question 41

Both Gerard and Danielle have university degrees, more of their family decisions are likely to be:

A) sycopatic
B) syncronal
C) autonomic
D) autonomous
E) syncretic

Question 42

John and Andrea had no problem deciding that they wanted a house with three bedrooms and two bathrooms. However, when it came to decorating the house, they could not come to an agreement. This scenario illustrates how are used in joint decision- making.

A) consensus techniques
B) influencers
C) heuristics
D) kin- networks
E) agreement factors

Question 43

In a classic demonstration of cognitive development, a researcher poured a glass of lemonade into a taller, thinner glass that actually held the same amount of liquid. Children who believed that the shape of the glass determined its contents were deemed to be in the stage of development.

A) preoperational
B) animistic
C) consumeristic
D) referential
E) initial

Question 44

In terms of collective decision making roles, what name is used to describe an individual who processes a product or directs a service into a form that can be consumed by others?

A) Buyer
B) Disposer
C) Maintainer
D) User
E) Preparer

Question 45

According to the information processing capability approach on child development, children are grouped into one of three categories. What are the categories?

A) neutral, cued, ready
B) limited, neutral, ready
C) cued, aggressive, unlimited
D) limited, ready, aggressive
E) limited, cued, strategic

Question 46

The process by which children acquire the skills, knowledge, and attitudes relevant to their functioning in the marketplace is called consumer:

A) development
B) training
C) awareness
D) socialization
E) experience

Question 47

All of the following are true, EXCEPT:

A) preferences for products and activities remain stable over time
B) households headed by twenty- somethings spend less than average on most products and services
C) older households spend more per capita on luxury items
D) how a family spends its money depends on whether the woman works and if there are children
E) purchases made by families at an early age do not have to be repeated very often

Question 48

Men traditionally select cars while women purchase home furnishings. Buying decisions made by one or the other spouse in the family are termed:

A) matriarchal
B) patriarchal
C) oligarchical
D) idiosyncratic
E) autonomic

Question 49

The average Canadian household was close to four people in 1960. Now it is:

A) 1.3
B) 3.0
C) 2.7
D) 1.8
E) 3.7

Question 50

The most common source of marriage conflict between partners is:

A) home purchase
B) durable goods
C) television
D) money
E) housecleaning

Question 51

In regards to family financial management, the difference between traditional families and those that adhere to more modern gender- role norms is:

A) In traditional families, women are responsible for family financial management, while in modern gender- role families, both men and women are responsible for family financial management.
B) There is no difference - women manage the family finances in both types of families.
C) In traditional families, women are responsible for family financial management, while in modern gender- role families, men are responsible for family financial management.
D) In traditional families, men are responsible for family financial management, while in modern gender- role families, women are responsible for family financial management.
E) In traditional families, both men and women are responsible for family financial management, while in modern gender- role families, women are responsible for family financial management.

Question 52

The best product strategy to deal with users' declining household size would be:

A) discontinue the current product
B) develop a new product size
C) connect with reference groups
D) change the brand image
E) advertise utilitarian features

Question 53

The factor determining the degree of family- decision conflict when Mrs. Rabine made all the decisions for the family room redecoration, was:

A) accountability
B) responsibility
C) interpersonal
D) product involvement and utility
E) power

Question 54

When Gregory's parents refused to buy him a new Playstation 3, he began throwing a tantrum, which caused a huge rift in the family. This is an example of how an individual's affects how much conflict will be present in a household purchase decision.

A) responsibility
B) product involvement
C) power
D) perceived utility
E) interpersonal need

Question 55

Bill and Jane took postgraduate degrees, married late, and both pursued careers for a number of years. They now have two children under six. They fit into the category:

A) Full Nest III
B) Full nest I
C) Delayed Full Nest I
D) Developed Nest II
E) Full Nest II

Question 56

For obvious reasons, marketers are extremely interested in the individual who keeps track of a family's bills and decides how any surplus funds will be spent. These people are known as:

A) Family Decision Makers
B) Family Financial Officers
C) Family Controllers
D) Goal Oriented Family Members
E) Finance Majors

Question 57

An outgrowth of the decline of the traditional family structure is a/an:

A) layered affiliation
B) family household
C) aspirational family
D) intentional family
E) affected household

Question 58

Parents tend to use different approaches in socializing their children. Parents who are hostile, restrictive, and emotionally uninvolved, who do not have warm relationships with their children yet are active in filtering out the types of media to which their children are exposed, and who tend to hold negative views about advertising, have a parental style which is termed:

A) laissez- faire
B) authoritarian
C) permissive
D) indulgent
E) neglecting

Question 59

John recently installed a new lawn in his yard. Every week he mows the lawn and adds fertilizer to make sure it continues to be healthy. In this instance, John could be categorized as a:

A) Maintainer
B) Early Adopter
C) Influencer
D) Disposer
E) Preparer

Question 60

One ramification of the current average age of first marriages is:

A) less honeymoon and travel time
B) wedding ceremonies are larger
C) less relatives are in attendance
D) the giving of non- traditional items as gifts
E) gifts are not given as often

Question 61

Which of the following is not a factor in determining how much conflict will arise between family members when making a household purchase decision?

A) the strength of each family members' social network
B) a person's level of investment in the group
C) the degree to which one member exerts influence over others in making decisions
D) the degree to which the product will satisfy a need
E) the amount of responsibility required

Question 62

After all of the members of the Edwards family have had their input on a new family recreation room, the mother makes the final decision. She is the:

A) information gatherer
B) gatekeeper
C) decision maker
D) influencer
E) initiator

Question 63

Yoandra is one of those people who have to look after their children but also have an aging parent to support. Such people are often called:

A) the boomerang group
B) the latchkey generation
C) Generation Y
D) the boomlet cohort
E) the sandwich generation

Question 64

and have the most "modern" gender role attitudes, which affect their consumption patterns.

Question 65

Jamie, age 11, comes home from school to an empty house, since both his parents are working. He doesn't mind since he can microwave a snack and start on his homework in quiet. He is an example of a (an) child from a (an) family.

Question 66

In family decision- making roles, what is the person called who conducts the search for information on a product (or service) and controls the flow of information to family members?

Question 67

When playing Lori is interested in being creative and loves painting and crafts, while Willie enjoys games and competitive activities. Their behaviours are termed .

Question 68

Lisette, a married, extremely busy executive has several children. Because of time poverty she buys her groceries via the Internet, has a violin teacher come to the house to give lessons, and has routine gardening and home cleaning services. She has taken on a(an)
lifestyle.

Question 69

Children have different information processing capabilities. The three groupings identified in this approach are , , and .

Question 70

A child pleads with the parent for something, a toy or a piece of candy, and the parent finally "surrenders" and buys it. What is this parental behaviour called?

Question 71

Ellen was asked to fill in a questionnaire. She described herself as having the most "modern" sex- role attitudes, as more likely to engage in exercise, and as consuming more alcohol than people in other age groups. Which of the family life cycle categories would Ellen best fit?

A) Young Bachelors and Newlyweds
B) Empty Nest
C) Full Nest II
D) Full Nest I
E) Full Nest III

Question 72

The is those middle- aged people who care for both parents and children.

Question 73

In terms of parental style, some parents feel that children should learn about the marketplace without much interference. They are the kind of parents who communicate about consumption- related matters with their children but still let kids make up their own minds. Their parental style is known as:

A) authoritarian
B) permissive
C) neglecting
D) laissez- faire
E) indulgent

Question 74

The majority of dual- earner couples:

A) keep their income separate
B) have the husband handle all the money
C) combine some pooling with individual accounts
D) have the wife handle all the money
E) pool their income

Question 75

Harry's Health Foods in Montreal markets juices, yogurt, and fruit. Their best target market would most likely be:

A) young females
B) young males
C) families with young children
D) adolescents
E) young professionals with no children

Question 76

Ted and Jerry are middle- aged and have two teenaged children living at home. They fit into the category:

A) Delayed Full Nest I
B) Full nest I
C) Developed Nest II
D) Full Nest II
E) Full Nest III

Question 77

The rituals intended to maintain ties among family members, both immediate and extended are termed .

Question 78

Randy and Sue can be characterized as belonging to a middle- class family, while Cory and Brenda typify a lower- class family. Because Cory and Brenda have less resources than Randy and Sue, they are more likely to make joint decisions about purchases.

Question 79

Jim and Mary have been married for 20 years and therefore have a lot of experience as a decision- making unit. Compared to Chloe and Derek, who have only been married for a year, Jim and Mary will:

A) make joint decisions more frequently
B) become engaged in decision making conflicts more frequently
C) focus on purchasing necessities
D) make individual decisions more frequently
E) make less efficient purchase decisions

Question 80

Marketers keep close tabs on how many births there are each year to estimate demand for products in the future. What do we call the statistic on the number of births per year per woman aged 15 to 49 years?