Question 1

The opportunity for a marketer to match socioeconomic profiles of their target audiences to the audience profiles of selected advertising media is made possible when social class is determined using:

Accepted Answer

A)  non-systematic measures. 
B)  invalid measures. 
C)  reputational measures. 
D)  objective measures.

Question 2

Research exploring consumers' perception of mail and phone order shopping reveals that the higher the socioeconomic status, the _____ are the consumers' ratings of mail and phone order buying relative to in-store shopping.

Accepted Answer

A)  less positive 
B)  more positive 
C)  more negative 
D)  none of the above

Question 3

Compared to the lower-class consumer, an upper-class consumer's leisure activities tend to be:

Accepted Answer

A)  more cognitive. 
B)  less expensive. 
C)  more time-consuming. 
D)  more physical.

Question 4

Lower-class consumers are more likely to be fishing enthusiasts than upper-class consumers.

Accepted Answer

A) True 
 B)False

Question 5

In contrast to other methods, which require people to evaluate their own class standing or that of other community members, _______ of social class consists of selected demographic or socioeconomic variables concerning the individual(s) under study.

Accepted Answer

A)  non-systematic measurement 
B)  objective measurement 
C)  reputational measurement 
D)  valid measurement

Question 6

How do the lower classes and upper classes differ in terms of saving, spending and credit?

Accepted Answer

The answer of How do the lower classes and upper...

Question 7

The affluent market is currently defined as those with annual household incomes that are:

Accepted Answer

A)  $60 000-plus. 
B)  $70 000-plus. 
C)  $80 000-plus. 
D)  none of the above.

Question 8

Lily wants to impress her friends who are coming over for afternoon tea and therefore purchases an expensive and luxurious tea set. This type of conspicuous consumption is also called:

Accepted Answer

A)  social class 
B)  status consumption 
C)  social comparison theory 
D)  materialism

Question 9

In the _______ to measuring social class, individuals are asked to estimate their own social class position.

Accepted Answer

A)  subjective approach 
B)  reputational approach 
C)  behavioural approach 
D)  objective approach

Question 10

The fact that some people purchase a product to show status whilst they may not purchase another product that they perceive is aimed at a social class that is beneath them indicates that social class is:

Accepted Answer

A)  subjective. 
B)  objective. 
C)  indefinite. 
D)  hierarchical.

Question 11

Tom is studying a recently discovered PNG tribe. He is examining the ways of the tribe to determine if their society has a hierarchy of distinct status classes. Tom is interested in whether or not the tribe has a(n):

Accepted Answer

A)  elected leader. 
B)  medicine man. 
C)  democracy. 
D)  social class.

Question 12

Researchers who favour income as a measure of social class use either amount of income, or ______ as an indicator.

Accepted Answer

A)  value of assets 
B)  source of income 
C)  amount given to charity 
D)  number of homes owned

Question 13

To many people, social class membership serves as a(an) _____ for the development of their attitudes and behaviours.

Accepted Answer

A)  comparative group 
B)  reference group 
C)  membership group 
D)  opinion leader

Question 14

Even though consumer researchers can categorise members of a society into different social classes, they have found that values, attitudes and behaviour are essentially the same in all social classes.

Accepted Answer

A) True 
 B)False

Question 15

To say that social class membership serves consumers as a basis for the development of their attitudes and behaviour indicates that it is being used as:

Accepted Answer

A)  market segmentation. 
B)  a reference group. 
C)  a hierarchical classification. 
D)  a behavioural factor.

Question 16

Which of the following scales uses a consumer's possessions as an indicator of their social class?

Accepted Answer

A)  The A-G Classification. 
B)  Chapin's Social Status Scale. 
C)  Sociologist Scale. 
D)  None of the above.

Question 17

Occupation is a widely accepted and probably the best-documented measure of social class.

Accepted Answer

A) True 
 B)False

Question 18

When it comes to describing the world, lower-class consumers have a broader view of the world than upper-class consumers.

Accepted Answer

A) True 
 B)False

Question 19

Members of specific social classes differ in terms of what they consider fashionable or in good taste. For instance, lower-middle class consumers prefer:

Accepted Answer

A)  t-shirts and caps with no logos to identify the maker. 
B)  clothing with a subtle look, where the logos are not obvious. 
C)  t-shirts and caps that offer an external point of identification, such as a team, a valued trademark or a respected brand name. 
D)  Country Road clothing.

Exam 10: Social class and consumer behaviour

The opportunity for a marketer to match socioeconomic profiles of their target audiences to the audience profiles of selected advertising media is made possible when social class is determined using:

Research exploring consumers' perception of mail and phone order shopping reveals that the higher the socioeconomic status, the _____ are the consumers' ratings of mail and phone order buying relative to in-store shopping.

Compared to the lower-class consumer, an upper-class consumer's leisure activities tend to be:

Lower-class consumers are more likely to be fishing enthusiasts than upper-class consumers.

In contrast to other methods, which require people to evaluate their own class standing or that of other community members, _______ of social class consists of selected demographic or socioeconomic variables concerning the individual(s) under study.

How do the lower classes and upper classes differ in terms of saving, spending and credit?

The affluent market is currently defined as those with annual household incomes that are:

Lily wants to impress her friends who are coming over for afternoon tea and therefore purchases an expensive and luxurious tea set. This type of conspicuous consumption is also called:

In the _______ to measuring social class, individuals are asked to estimate their own social class position.

The fact that some people purchase a product to show status whilst they may not purchase another product that they perceive is aimed at a social class that is beneath them indicates that social class is:

Tom is studying a recently discovered PNG tribe. He is examining the ways of the tribe to determine if their society has a hierarchy of distinct status classes. Tom is interested in whether or not the tribe has a(n) :

Researchers who favour income as a measure of social class use either amount of income, or ______ as an indicator.

To many people, social class membership serves as a(an) _____ for the development of their attitudes and behaviours.

Even though consumer researchers can categorise members of a society into different social classes, they have found that values, attitudes and behaviour are essentially the same in all social classes.

To say that social class membership serves consumers as a basis for the development of their attitudes and behaviour indicates that it is being used as:

Which of the following scales uses a consumer's possessions as an indicator of their social class?

Occupation is a widely accepted and probably the best-documented measure of social class.

When it comes to describing the world, lower-class consumers have a broader view of the world than upper-class consumers.

Members of specific social classes differ in terms of what they consider fashionable or in good taste. For instance, lower-middle class consumers prefer: