Deck 10: The Family and Its Social Class Standing

Question 1

A husband and wife and one or more children, together with at least one grandparent living within the household, constitutes a(n)________.

A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family

Answer 1

C

Question 2

In the context of marketing, the most important role of the family is ________.

A) intergenerational brand transfer
B) peer socialization
C) socialization of family members
D) shared shopping experience
E) parental socialization

Answer 2

C

Question 3

Mothers are stronger consumer socialization agents than their husbands because ________.

A) they are more involved with their children
B) they often control their children's exposure to commercial messages
C) they provide instruction in the skills needed to become consumers
D) they regulate the amount of money children can spend and how they spend it
E) all of the above

Answer 3

E

Question 4

Josie is culturally and socially isolated. She views herself as a caretaker and homemaker. She loves her children, but feels emotionally distanced from them. She deliberates regarding purchases. When characterizing mothers' socialization-related attitudes, Josie would be categorized as a ________.

A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic

Question 5

Hillary has a high income and a Master's degree. She is rational and teaches her children to shop and spend responsibly. She resents the influence of the media on her children. When characterizing mothers' socialization-related attitudes, Hillary would be categorized as a ________.

A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic

Question 6

Kristen is self-focused and seeks acceptance and attention from others. She is a conspicuous consumer. She views her children as part of her image, and often gives in to her children's requests to make her life easier. When characterizing mothers' socialization-related attitudes, Kristen would be categorized as a ________.

A) Struggler
B) Nurturer
C) Protector
D) Diva
E) Stoic

Question 7

Children perceive ________ to be a close and reliable source of information, whereas adolescents and teenagers are likely to look to ________ for models of acceptable consumption behavior.

A) their families; their friends
B) their friends; media
C) media; their friends
D) media; their families
E) their friends; their families

Question 8

________ parents are very permissive, but provide their children with little or no nurturing during consumer socialization.

A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian

Question 9

A ________ is a person or organization involved in the socialization process because of frequency of contact with the individual and control over the rewards and punishments given to the individual.

A) socialization agent
B) status agent
C) consumption agent
D) decision agent
E) composite agent

Question 10

Kevin and Lisa have been married for two years and have not yet had their first child. What kind of family does this constitute?

A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family

Question 11

Chris does not have the money to indulge her children's requests. She is very price and value conscious. She views her life negatively. When characterizing mothers' socialization-related attitudes, Chris would be categorized as a ________.

A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic

Question 12

________ is defined as the process by which children acquire the skills, knowledge, attitudes, and experiences necessary to function as consumers.

A) Intergenerational brand transfer
B) Peer socialization
C) Consumer socialization
D) Shared shopping experience
E) Parental socialization

Question 13

________ responsibilities have been expanding because attaining good jobs as adults has become harder and parents feel that children must be ahead of other children from a young age.

A) Intergenerational brand transfer
B) Peer socialization
C) Consumer socialization
D) Shared shopping experience
E) Parental socialization

Question 14

________ parents are very nurturing but very restrictive in respect to consumer socialization.

A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian

Question 15

Traditionally, ________ is defined as two or more people related by blood, marriage, or adoption who reside together.

A) friendship
B) celebrity
C) household
D) a work group
E) family

Question 16

Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her children. She trusts well-known companies and brands. When characterizing mothers' socialization-related attitudes, Sarah would be categorized as a ________.

A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic

Question 17

Deborah is married and has a career. She multitasks and teaches her children how to become good consumers. She lets them learn from experience and make buying mistakes. When characterizing mothers' socialization-related attitudes, Deborah would be categorized as a ________.

A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic

Question 18

A married couple and one or more children constitute a(n)________.

A) work group
B) nuclear family
C) extended family
D) friendship group
E) life cycle

Question 19

Joanne and Juan have three children: Emma, Ava, and Joseph. They are an example of a(n)________.

A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family

Question 20

________ parents are very nurturing and highly permissive in respect to consumer socialization.

A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian

Question 21

Frank tries to get buy-in from his father on the purchase of a new tablet by asking his father to help him research the different types of tablets and getting him involved in the shopping process. This is an example of which of the following tactics used by children to influence their parents?

A) inspirational appeal
B) coalition tactic
C) consultation tactic
D) exchange tactic
E) rational persuasion

Question 22

Vacuum cleaner manufacturers should conduct research on children who perform housekeeping chores by themselves in their roles as ________.

A) buyers
B) maintainers
C) deciders
D) preparers
E) gatekeepers

Question 23

Socialization is best described as ________.

A) a one-way process whereby adults socialize children
B) a one-way process whereby children socialize adults
C) a one-way process that occurs only during adolescence
D) a one-way process that occurs only during adulthood
E) a two-way process in which the young person is both socialized and influences those who are doing the socializing

Question 24

When Joan got transferred to a new city, she went there ahead of the rest of her family and independently shopped for and purchased a home for them to move into upon their arrival. Joan's role as the only decision maker in the house purchase makes it an example of a ________.

A) husband-dominated decision
B) wife-dominated decision
C) joint decision
D) autonomic decision
E) heuristic decision

Question 25

In the ________ stage of the traditional family life cycle, single young individuals have established households apart from their parents.

A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution

Question 26

Derek was the primary decision maker when it came to automotive purchases in his household, but asked for and considered feedback from his wife and children when they went to purchase a new car. Derek's approach makes the car purchase an example of a(n)________.

A) husband-dominated decision
B) wife-dominated decision
C) joint decision
D) autonomic decision
E) heuristic decision

Question 27

Which DSWI Household Classification group is most likely to consume healthy food items and avoid convenience foods?

A) dual low occupation career couples, white-collar husband
B) nonworking wives
C) low husband occupation households
D) dual low occupation career couples, blue-collar husband
E) very high occupation career couples

Question 28

The birth of the first child marks the transition from the ________ stage to the ________ stage of the traditional family life cycle.

A) bachelorhood; honeymooner
B) honeymooner; parenthood
C) parenthood; postparenthood
D) postparenthood; dissolution
E) dissolution; bachelorhood

Question 29

Marriage marks the transition from the ________ stage to the ________ stage of the traditional family life cycle.

A) bachelorhood; honeymooner
B) honeymooner; parenthood
C) parenthood; postparenthood
D) postparenthood; dissolution
E) dissolution; bachelorhood

Question 30

________ parents are very restrictive and not nurturing in respect to consumer socialization.

A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian

Question 31

The ________ stage of the basic family unit occurs with the death of one spouse.

A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution

Question 32

Families that do not readily fit into the family life cycle are called ________.

A) atypical families
B) extended families
C) non-family households
D) nuclear families
E) nontraditional families

Question 33

Ken and Kira recently married and do not currently have any children. They both work and are conscientiously saving their money so that they can go on a cruise next summer. Ken and Kira are best described as being at the ________ stage of the traditional family life cycle.

A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution

Question 34

Gloria buys Crest toothpaste because her mother always bought Crest for her family when she was growing up. This is an example of ________.

A) intergenerational transfer
B) peer socialization
C) consumer socialization
D) shared shopping experience
E) family member socialization

Question 35

________ involves the transfer of values, product loyalties, or brand preferences from one generation to another.

A) Intergenerational transfer
B) Peer socialization
C) Consumer socialization
D) Shared shopping experience
E) Family member socialization

Question 36

During the ________ stage of the traditional family life cycle, married couples tend to be most comfortable financially.

A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution

Question 37

Kim wants a candy bar and tries to convince her father to purchase one for her by threatening to throw a fit in the crowded grocery store if he does not. This is an example of which of the following tactics used by children to influence their parents?

A) pressure tactic
B) ingratiating tactic
C) exchange tactic
D) coalition tactic
E) consultation tactic

Question 38

Which of the following is NOT one of the variables that is combined to make the family life cycle composite variable?

A) marital status
B) size of family
C) age of family members
D) family income
E) employment status of the head of household

Question 39

Billy tries to convince his mother to buy him a new set of markers by suggesting that he will be good and clean his room if she purchases the markers for him. This is an example of which of the following tactics used by children to influence their parents?

A) inspirational appeal
B) coalition tactic
C) consultation tactic
D) exchange tactic
E) rational persuasion

Question 40

The family function related to setting priorities regarding learning and education, recreational activities, hobbies, setting career goals, media exposure, and shopping habits is ________.

A) economic well being
B) emotional support
C) communication support
D) suitable family lifestyles
E) shopping support

Question 41

In the subjective measurement approach to social classification, most respondents have a tendency to classify themselves in the ________ class.

A) upper
B) middle
C) lower
D) working
E) highest

Question 42

Downscale consumers are more brand loyal than upscale consumers because ________.

A) they have found the brand that satisfies their needs the best
B) upscale consumers are never satisfied
C) they cannot afford to make mistakes by switching to unfamiliar brands
D) they have loyalty towards companies that target them specifically
E) intergenerational brand transfer is more prevalent in these households

Question 43

________ is a weighted measure of occupation, source of income, house type, and quality of neighborhood to assess social class.

A) Social Stratification Theory
B) Chapin's Social Status Scale
C) Social Comparison Theory
D) The Index of Status Characteristics
E) The Socioeconomic Status Score

Question 44

Which of the following class strata view work as means to "buy" enjoyment?

A) lower-upper class
B) upper-middle class
C) lower-middle class
D) upper-lower class
E) lower-lower class

Question 45

The ________ consists of giving respondents index cards with about 100 or so jobs listed on them and asking them to arrange the cards from the most to the least prestigious.

A) ladder of conspicuous consumption
B) ladder of social ranking
C) occupational prestige scale
D) collective will scale
E) social-class consciousness scale

Question 46

Relative ________ is a measure of the amount of economic assets an individual possesses.

A) wealth
B) affluence
C) social status
D) power
E) prestige

Question 47

A ________ consists of more than one demographic variable and combines several socioeconomic factors to determine social-class standing.

A) subjective measure
B) ladder of social ranking
C) social consciousness scale
D) multi-variable index
E) socioeconomic potpourri index

Question 48

The feeling of social-group membership is referred to as ________.

A) reputational measures
B) class identification
C) social class involvement
D) class consciousness
E) reputational class

Question 49

Paul is an analyst at an investment bank. He notices that many of the senior executives at his office wear Rolex watches, so he decides to save up and buy a Rolex so that he will appear to be more like those executives. Paul's comparison of his own material possessions with those owned by others to determine his relative social standing is an example of ________.

A) Social Comparison Theory
B) affluent consumption
C) downward comparison
D) social stratification
E) antisocial comparison

Question 50

Streamline Luggage Company markets its roll-aboard suitcases to international executives and businesspeople that travel regularly. This is an example of segmenting based on ________.

A) education
B) occupation
C) conspicuous consumption
D) income
E) prestige

Question 51

Which of the following is NOT a characteristic of affluent customers, relative to the less wealthy?

A) healthier
B) higher life expectancies
C) less likely to become marketers' "customers for life"
D) more pressure to achieve
E) more isolated from parents

Question 52

The classic Horatio Alger tale of a penniless young orphan who managed to achieve great success in business and in life is an example of ________.

A) downward mobility
B) conspicuous consumption
C) downward comparison
D) power
E) upward mobility

Question 53

Which of the following social class strata are typically conspicuous users of new wealth?

A) upper-upper class
B) lower-upper class
C) lower-middle class
D) upper-lower class
E) low-lower class

Question 54

Social class stems from ________, which is the degree of prestige the members of one social class have in comparison with members of the other social classes.

A) religion
B) power
C) social status
D) upward mobility
E) education

Question 55

Which of the following class strata constitute a major market for do-it-yourself products?

A) lower-upper class
B) upper-middle class
C) lower-middle class
D) upper-lower class
E) lower-lower class

Question 56

The ________ states that members of lower classes adopt the fashions of the upper class and maintain them even after the upper class has abandoned these fashions.

A) upward mobility effect
B) downward mobility effect
C) trickle-down effect
D) exclusivity bias
E) trickle-up effect

Question 57

Occupation, amount of income, and education are typical variables used as ________ measures of social class.

A) subjective
B) consumption
C) reputational
D) status
E) objective

Question 58

According to the ________ measure of social class, the phenomenon of social class is one that reflects an individual's sense of belonging or identification with others.

A) subjective
B) consumption
C) reputational
D) status
E) objective

Question 59

Why do many researchers maintain that America's middle class has been shrinking?

A) the global shrinkage of the middle class
B) the failing economy
C) the geographic shift from metropolitans to the suburbs
D) some members are moving upstream to upper-middle class while others are slipping backward to the working class
E) the expansion of educational opportunity

Question 60

Social Comparison Theory suggests ________.

A) power is related to the amount of economic assets an individual has
B) wealth is related to the degree of influence over others an individual has
C) social stratification is only present in materialistic societies, as has been the case throughout the history of human existence
D) individuals compare their own material possessions with those owned by others in order to determine relative social standing
E) belonging to a given social class is no longer reflected in differences in values, attitudes and behaviors

Question 61

The four parental styles are classified across two dimensions: permissive vs. restrictive and very nurturing vs. non-nurturing.

Question 62

Relative to working-class study participants, young professionals are more likely to perceive themselves as ________.

A) average
B) frustrated about their ability to finish things
C) uncertain about the future
D) undisciplined
E) empowered in the sense that they could achieve whatever they set their minds to

Question 63

Downscale consumers often spend a higher percentage of their available incomes on ________ than do their middle-class counterparts.

A) entertainment
B) housing
C) education
D) food
E) clothing

Question 64

The Stoic socialization-related attitude is characterized as a mother who has the highest income and education, is rational, teaches her children to shop and spend responsibly, and resents the influence of the media on her children.

Question 65

Fathers are stronger consumer socialization agents than their wives.

Question 66

SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the assembly line at the local automobile manufacturing plant and is a member of the Automobile Workers Union. He views work as a means to buy things to enhance his leisure time and recently purchased a new television so that he could better watch his favorite team, the Detroit Lions, play football. Nathan has always followed the Lions, largely because his dad was a big Lions fan.
In the SMITH MINI CASE, Nathan roots for the Lions because his dad did. This is an example of ________.

A) subjective measurement
B) geodemographic clustering
C) intergenerational transfer
D) syncratic decision making
E) status consumption

Question 67

WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston area. He decides that, in order to make himself more appealing for the job, he should wear expensive suits and carry expensive business accessories. To this end, he has decided to purchase an Icon watch, because Bob perceives that Icon watches are expensive and typically worn by people with high social status. In fact, Icon specifically targets its wristwatches to image-conscious business executives and has its best results focusing its marketing efforts on men between the ages of 35 and 50 living in affluent zip codes of New York City and its surrounding suburbs.
In the WATCH MINI CASE, Icon seems to be appealing to a target market of consumers seeking a wristwatch that provides ________.

A) a sense of achievement
B) a sense of power
C) a sense of being well-educated
D) a sense of status
E) a sense of importance

Question 68

WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston area. He decides that, in order to make himself more appealing for the job, he should wear expensive suits and carry expensive business accessories. To this end, he has decided to purchase an Icon watch, because Bob perceives that Icon watches are expensive and typically worn by people with high social status. In fact, Icon specifically targets its wristwatches to image-conscious business executives and has its best results focusing its marketing efforts on men between the ages of 35 and 50 living in affluent zip codes of New York City and its surrounding suburbs.
In the WATCH MINI CASE, Icon's focus on men of a given age in specific zip codes is an example of ________.

A) affluence targeting
B) single-variable indexing
C) geodemographic clustering
D) autonomic decision making
E) socialization

Question 69

Which of the following is true of social class as it relates to saving, spending, and credit?

A) Upper-class consumers tend to use their bank credit cards for installment purchases.
B) Young professionals perceive themselves as being average and have a strong sense of uncertainty about the future.
C) Lower-class consumers are more future oriented and confident of their financial acumen.
D) Lower-class consumers tend to pay their credit card bills in full each month.
E) Upper-class purchasers use their credit cards as a convenient substitute for cash and pay their credit card bills in full each month.

Question 70

The rationale for using ________ is that "birds of a feather flock together," or families of similar socioeconomics reside in the same neighborhoods or communities.

A) sociodemographics
B) social class
C) social strata
D) geodemographics
E) ISC

Question 71

Which PRIZM segment should marketers of very expensive vacations and conspicuous luxury goods study and/or target?

A) Striving Singles
B) Young Accumulators
C) Accumulated Wealth
D) Sustaining Seniors
E) Cautious Couples

Question 72

WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston area. He decides that, in order to make himself more appealing for the job, he should wear expensive suits and carry expensive business accessories. To this end, he has decided to purchase an Icon watch, because Bob perceives that Icon watches are expensive and typically worn by people with high social status. In fact, Icon specifically targets its wristwatches to image-conscious business executives and has its best results focusing its marketing efforts on men between the ages of 35 and 50 living in affluent zip codes of New York City and its surrounding suburbs.
In the WATCH MINI CASE, seeking a job with higher income and greater prestige, Bob is trying to exercise ________.

A) downward mobility
B) conspicuous consumption
C) downward comparison
D) power
E) upward mobility

Question 73

The ________ look, consisting of practical, comfortable, and timeless (vs. trendy)clothing, is often identified with the upper social class and emulated by lower classes.

A) preppy
B) WASP
C) strata
D) symbolic
E) downscale

Question 74

All households are families.

Question 75

In an example of ________, many predict that today's youngest generation, the Eco Boomers, will experience lower living standards than their parents.

A) upward mobility
B) conspicuous consumption
C) downward mobility
D) symbolic consumption
E) reverse stratification

Question 76

Structured activities for children, along with constantly being surrounded by mass media and online social networks, provide children with lots of time to explore their creativity.

Question 77

The family commonly provides the opportunity for product exposure and trial and imparts consumption values to its members.

Question 78

SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the assembly line at the local automobile manufacturing plant and is a member of the Automobile Workers Union. He views work as a means to buy things to enhance his leisure time and recently purchased a new television so that he could better watch his favorite team, the Detroit Lions, play football. Nathan has always followed the Lions, largely because his dad was a big Lions fan.
In the SMITH MINI CASE, Nathan is most likely to be a part of which of the following social classes?

A) lower-upper class
B) upper-middle class
C) lower-middle class
D) upper-lower class
E) lower-lower class

Question 79

SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the assembly line at the local automobile manufacturing plant and is a member of the Automobile Workers Union. He views work as a means to buy things to enhance his leisure time and recently purchased a new television so that he could better watch his favorite team, the Detroit Lions, play football. Nathan has always followed the Lions, largely because his dad was a big Lions fan.
In the SMITH MINI CASE, Nathan is most likely considered to be in the ________ stage of the traditional family life cycle.

A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution

Question 80

SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the assembly line at the local automobile manufacturing plant and is a member of the Automobile Workers Union. He views work as a means to buy things to enhance his leisure time and recently purchased a new television so that he could better watch his favorite team, the Detroit Lions, play football. Nathan has always followed the Lions, largely because his dad was a big Lions fan.
In the SMITH MINI CASE, which of the following is most likely to describe Nathan?

A) Nathan uses his credit card as a convenient substitute for cash.
B) Nathan perceives himself to be empowered in the sense that he can achieve whatever he sets his mind to.
C) Nathan saves money primarily in the interest of safety and security.
D) Nathan is likely to attend the theater and concerts.
E) Nathan prefers to spend his leisure time on cerebral activities, like reading or visiting museums.