Deck 12: Subcultures and Consumer Behavior

Question 1

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

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

Answer 1

A

Question 2

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

Answer 2

D

Question 3

Of the indicators marketers have used to determine who is Hispanic,________ and ________ indicators are particularly appealing,because they permit consumers to define or label themselves.

A) Spanish surname; country of origin
B) self-identification; Spanish spoken at home
C) Spanish surname; degree of identification
D) country of family ancestry; Spanish surname
E) self-identification; degree of identification

Answer 3

E

Question 4

The Hispanic American market is an example of which subculture?

A) social class
B) nationality
C) race
D) religious
E) gender

Question 5

________ 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) Teenagers, Generation Xers, and the elderly

Question 6

In the United States,more than one in every ________ people is foreign born.This shows how important nationally subcultures are.

A) 10
B) 20
C) 30
D) 40
E) 50

Question 7

________ 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 8

________ constitute the largest Hispanic subcultural group.

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

Question 9

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) ethnic subcultures
B) nationality subcultures
C) race subcultures
D) religious subcultures
E) gender subcultures

Question 10

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 11

A distinct cultural group that exists as an identifiable segment within a larger,more complex society is known as a ________.

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

Question 12

In relation to consumer behavior,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 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

Nationality,religion,race,and age are examples of sociocultural and demographic variables upon which ________ are based.

A) societal analysis
B) cross national cultural analysis
C) societal classifications
D) subcultural divisions
E) cultural classifications

Question 15

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

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

Question 16

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) nationality
C) religion
D) geographic region
E) gender

Question 17

The proportion of non-Hispanic 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 18

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) racial subcultures
D) subcultures
E) microsocieties

Question 19

Despite the various countries of origin of Hispanic Americans,this subcultural group can be considered as a single market based on ________.

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

Question 20

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) Hispanics 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 21

The largest Asian American sub-segment is the ________ nationality.

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

Question 22

________ consumers currently constitute the second largest minority in the United States.

A) Hispanic
B) Asian Americans
C) Caucasian
D) African American
E) American Indian

Question 23

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 24

Caucasian,African American,Asian American,and American Indian are the major ________ subcultures in the United States.

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

Question 25

Most Asian Americans live in ________.

A) Chinatowns
B) downtowns.
C) the suburbs
D) apartments
E) rural areas

Question 26

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 27

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 28

Which of the following is true of the consumer behavior of African American consumers?

A) African American consumers prefer generic products.
B) African Americans are not brand loyal.
C) African Americans tend to buy high fashions and name brands as "signals of their success."
D) African American teens spend less on clothing and fine jewelry than other U.S. teens.
E) African Americans tend to make fewer trips to the grocery store during the course of the week.

Question 29

Which of the following subcultures spends more per week on grocery shopping than the rest?

A) African Americans
B) Hispanic Americans
C) Caucasians
D) Asian Americans
E) American Indians

Question 30

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 31

Which of the following is true of Asian Americans?

A) Asian Americans are largely concentrated in rural inhabitants.
B) Fewer Asian Americans have Bachelor's degrees than non Non-Hispanics.
C) Asian Americans are a single, homogeneous ethnic group.
D) Asian Americans are the second-fastest-growing American minority on a percentage basis
E) Asian Americans are largely family oriented.

Question 32

________ 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 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

Also known as "echo boomers" and the "millennium generation," members of the ________ subculture were born between the years 1977 and 1994.

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

Question 35

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 36

Within the Asian American subculture,________ Americans prefer ad messages to be in their native language more than the other groups in that subculture.

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

Question 37

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 38

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 39

Which of the following is true of Asian Americans as consumers?

A) Asian Americans are less likely to own their own businesses than non-Asian American minorities.
B) Most Asian Americans come from single-income households.
C) Use of Asian American models in advertising is an effective way of reaching the Asian American market segment.
D) Asian Americans tend to be less computer literate than the general population.
E) Asian American households tend to be more female oriented when it comes to consumption decisions.

Question 40

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 41

In the U.S.,________ percent of the women over 16 are working.

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

Question 42

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 43

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 44

Yuppies are members of the ________ subculture.

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

Question 45

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 more interested in possessions than experiences.
E) Echo boomers are the most sought-after subgroup of baby boomers.

Question 46

In the U.S.,________ percent of all business travelers are women.

A) 10
B) 25
C) 40
D) 50
E) 75

Question 47

The annual discretionary income of seniors amounts to ________ of the discretionary income of the United States.

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

Question 48

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

A) Gen Xers are especially receptive to being singled out and marketed to.
B) Gen Xers value salary over job satisfaction.
C) The majority of Gen Xers are married.
D) Gen Xers use the Internet more than any other age cohort.
E) The majority of Gen Xers have earned a college degree.

Question 49

The largest age subculture is the ________ subculture.

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

Question 50

Which of the following best describes Gen Xers?

A) They are highly brand loyal.
B) They respond positively to image-building hype.
C) They are value oriented, weighing price-quality relationships.
D) Their purchasing behavior could be described as narcissistic.
E) They are against branding.

Question 51

In relation to the Internet,________.

A) those over 55 are more likely than the average adult to use the Internet to purchase books, stocks, and computer equipment
B) the majority of seniors are currently using the internet.
C) there are more Internet users under the age of 20 than over the age of 50
D) there is an inverse relationship between the amount of time an older adult spends on the Internet and the difficulty he or she experiences in leaving the house
E) the majority of seniors on the Internet are accessing chat rooms

Question 52

The age subculture that is least likely to read newspapers and does not trust the stores their parents shop at is the ________ subculture.

A) Baby Boomers
B) Generations X
C) Busters
D) Generation Y
E) Seniors

Question 53

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 less likely to purchase online than men.
D) Women exhibit superior affect and purchase intention toward ads that are simple and attribute-oriented.
E) Competitiveness and neatness have traditionally been considered feminine traits.

Question 54

Working women accomplish "time economy" in their shopping behavior by ________.

A) shopping more frequently
B) clipping coupons
C) shopping during the weekdays
D) being brand loyal
E) visiting a number of stores rather than being store loyal

Question 55

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.

Question 56

Generation X is also known as the ________.

A) slackers
B) tweens
C) yuppies
D) xoomers
E) echo boomers

Question 57

Which of the following is true of the "traditional 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 58

Which of the following best describes Baby Boomers?

A) They are value oriented, weighing price-quality relationships.
B) They rebel against image-building hype.
C) They are price oriented, concerned about the cost of individual items.
D) They are focused on conspicuous consumption.
E) They are against branding.

Question 59

Which of the following best describes Gen Yers?

A) Their purchasing behavior could be described as materialistic.
B) They are focused on conspicuous consumption.
C) Their purchasing behavior could be described as savvy and pragmatic.
D) Their purchasing behavior could be described as narcissistic.
E) They respond positively to image-building hype.

Question 60

The most popular medium for female audiences is the ________.

A) radio
B) magazine
C) television
D) Internet
E) newspaper

Question 61

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

Question 62

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

Question 63

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

Question 64

GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores.SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products.
In the GROCERY STORE MINI CASE,which of the following is most likely to appeal to Hispanics?

A) the availability of store-name or unknown brands
B) large, impersonal SuperMart grocery stores
C) the wide selection of frozen and prepared items offered at SuperMart
D) cents-off coupons on well-known brands
E) a store lay-out geared toward impulse buyers

Question 65

SMITH MINI CASE: Carl Smith is a 37 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 a Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
In the SMITH MINI CASE,which of the following things can Pinkerton's do to attract more African American consumers?

A) sell more generic products
B) give back to the Black Community
C) eliminate the grocery section of the store
D) expand the selection of clothing and jewelry on sale
E) advertise in Spanish

Question 66

SMITH MINI CASE: Carl Smith is a 37 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 a 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) main stream television
D) mainstream magazines
E) radio directed specifically toward African Americans

Question 67

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 Jones'?

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

Question 68

SMITH MINI CASE: Carl Smith is a 37 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 a 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 69

GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores.SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products.
In the GROCERY STORE MINI CASE,in order to reach a majority of Hispanic adults whose first language is spanish,SuperMart should ________.

A) advertise in English on the radio
B) advertise in English on television
C) advertise in Spanish on television
D) advertise in Spanish in the newspaper
E) advertise in Spanish on billboards

Question 70

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

Question 71

Each American is,in large part,a product of the "American way of life." Each American,however,is at the same time a member of various subcultures.

Question 72

GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores.SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products.
In the GROCERY STORE MINI CASE,SuperMart is trying to draw Hispanic consumers away from ________,more traditional Hispanic grocery shopping venues.

A) bodegas
B) tendencias
C) haciendas
D) casas comerciales
E) revueltas

Question 73

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 74

GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores.SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products.
In the GROCERY STORE MINI CASE,SuperMart is targeting a(n)________ subcultural category of consumers.

A) age
B) geographic
C) nationality
D) social class
E) gender

Question 75

GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores.SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products.
In the GROCERY STORE MINI CASE,SuperMart polled community members in areas surrounding existing SuperMart stores.Which of the following indicators would be most useful in identifying Hispanics in those communities?

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

Question 76

SMITH MINI CASE: Carl Smith is a 37 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 a 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

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,Bob's grandchildren are most likely part of which of the following age cohorts?

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

Question 78

SMITH MINI CASE: Carl Smith is a 37 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 a Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
In the SMITH MINI CASE,Pinkerton's direct-mail advertisement is targeting Carl based on Carl's ________ subculture membership.

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

Question 79

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,Bob is a part of which of the following age cohorts?

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

Question 80

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,as a cognitive age,60 is Bob's ________.

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