Question 1

The needs of married women who work outside the home differ from those of women who do not work outside the home.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

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

Question 3

Baby Boomers are the most diverse American generation ever.

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Early adulthood is the longest adult life stage for most consumers.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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 9

________ are the fastest-growing religious affiliation in America.

Accepted Answer

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

Question 10

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

Accepted Answer

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

Question 11

The largest Asian American subsegment is the ________ nationality.

Accepted Answer

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

Question 12

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

Accepted Answer

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

Question 13

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 ________.

Accepted Answer

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

Question 14

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

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

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.

Accepted Answer

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

Question 19

The majority of Hispanic Americans speak only Spanish.

Accepted Answer

A) True 
 B)False

Question 20

Regional differences in consumption behavior are especially clear when it comes to brand preferences.

Accepted Answer

A) True 
 B)False

Exam 12: Subcultures and Consumer Behavior

The needs of married women who work outside the home differ from those of women who do not work outside the home.

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

Baby Boomers are the most diverse American generation ever.

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

Early adulthood is the longest adult life stage for most consumers.

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

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

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

________ are the fastest-growing religious affiliation in America.

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

The largest Asian American subsegment is the ________ nationality.

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 ________.

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

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

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

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

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.

The majority of Hispanic Americans speak only Spanish.

Regional differences in consumption behavior are especially clear when it comes to brand preferences.