Deck 13: Subcultures

Question 1

Parents often reward their kids with products and punish them by taking things away. This is known as:

A) negative reinforcement.
B) material parenting.
C) parental yielding.
D) conformity.

Answer 1

B

Question 2

Explain the concepts of subculture and microculture and give an example of each.

Answer 2

Group memberships within our society help to define us. A subculture is a group whose members share beliefs and common experiences that set them apart from others. Every one of us belongs to many subcultures related to our age,ethnic background,or the region of Canada where we live or call home. Subcultural identification influences our everyday experience and consumption preferences.
In addition to larger,demographically based subcultures (i.e.,based on age,region,ethnic background,etc.),an individual may identify with a microculture based on a lifestyle or aesthetic preference. One example is mixed martial arts (MMA)enthusiasts who share a passion for the fighting competitions that combine a variety of fighting disciplines (e.g.,judo,karate,grappling). Consumers in this culture follow the fighters,frequent MMA websites,often train themselves,buy MMA clothing,and watch the fights in the Octagon whenever possible. Our microcultures typically command fierce loyalty: Star Trek fans are notorious for their devotion to the show. Whether fans of MMA,Trekkies,or rally-car enthusiasts,every subculture and microculture exhibits its own unique set of norms,vocabulary,and product insignia.

Question 3

What is a microculture? Give an example.

Answer 3

Examples may vary.
A microculture is a group that shares similarities based on a lifestyle or aesthetic preference.
One example is mixed martial arts (MMA)enthusiasts who share a passion for the fighting competitions that combine a variety of fighting disciplines (e.g.,judo,karate,grappling). Consumers in this culture follow the fighters,frequent MMA websites,often train themselves,buy MMA clothing,and watch the fights in the Octagon whenever possible. Our microcultures typically command fierce loyalty: Star Trek fans are notorious for their devotion to the show.

Question 4

A subculture is a group whose members share beliefs and common experiences that set them apart from others.

Question 5

Why does age constitute a subculture?

A) People of a certain age share the same genetic traits.
B) People of the same age have shared the same experiences and have common memories.
C) Age is a subculture because of the definitions adopted by Statistics Canada.
D) Age has been traditionally thought of as a subculture and consumer behaviourists have seen no reason to modify that long-standing belief.

Question 6

Digital natives expect brands to engage them in two-way digital conversations. This group is also known as:

A) millennials.
B) Generation X.
C) Generation Y.
D) Generation Z.

Question 7

Echo boomers is another term for:

A) university students.
B) Generation X.
C) Generation Y.
D) children born after 1995.

Question 8

If Levi's Jeans wants to advertise to teens,their advertising should be:

A) off-the-wall.
B) scattered.
C) action-oriented.
D) irrational.

Question 9

Which of the following best describes the concept of a "teenager"?

A) Most cultures have historically separated youth between the ages of 13 to 17 as being neither children nor adults.
B) Most primitive cultures have isolated youth between the ages of 13 to 17 as being unstable and incapable of membership in adult life. This model was adopted by modern marketers.
C) The entire concept of being a teenager is a relatively new historical development that did not exist prior to about 60 years ago.
D) The concept of a teenager began to appear in Western cultures about 200 years ago as a result of the industrial revolution.

Question 10

Ricardo is a "foodie" who is overeducated and underemployed. He is most likely a:

A) Gen Xer.
B) Gen Yer.
C) boomer.
D) Gen Zer.

Question 11

Product usage is a significant way that teenagers express their needs and values. Research has shown that watching others influences this symbolic value. Consequently,when ninth graders see movies of actors smoking,their own intent to smoke:

A) decreases.
B) remains constant unless they meet the actor in person.
C) increases, but only if they already smoke.
D) increases.

Question 12

"They don't make them like they used to," "Products are getting shoddier and shoddier," and "We are experiencing a decline in the quality of life" are all examples of statements that could be used in questions on a(n):

A) age scale.
B) cultural scale.
C) lifestyle scale.
D) nostalgia scale.

Question 13

Erika and Hans,aged 21 and 22 years,have shared many experiences: a U2 concert in Brussels,skydiving in Bonn,and sailing in the Irish Sea. Erika and Hans could be said to be part of the same age:

A) identity.
B) cohort.
C) delineation.
D) culture.

Question 14

Three major forces have shaped the experiences of millennials that have in turn shaped their consumption. These are globalization,social media,and:

A) gaming.
B) education.
C) natural disasters.
D) the economy.

Question 15

What is a subculture? Give an example.

Question 16

When marketers focus on microcultures they are interested in objectively measurable characteristics like age and income.

Question 17

People between the ages of 18 and 34 experience very different life events but are similar in that all put a high value on:

A) personal relationships and nostalgia.
B) personal relationships, technology, and image.
C) personal relationships and traditional values.
D) personal relationships, media, and technology.

Question 18

Mixed martial arts enthusiasts,Trekkies,and rally car enthusiasts are all members of:

A) subcultures.
B) microcultures.
C) online communities.
D) consumer groups.

Question 19

Jan is sixteen and feels very stifled by all the rules and regulations in the household. The feeling has grown to a point where she spends little time at home. This reflects a(n)________ theme of conflict.

A) autonomy
B) rebellion
C) idealism
D) pragmatism

Question 20

What is the difference between a subculture and a microculture?

Question 21

Clay has a lifestyle that involves always using his cellphone and wireless laptop. This kind of lifestyle has been termed:

A) physically free.
B) electronically independent.
C) communicative.
D) connexity.

Question 22

Claude cannot understand how hypocritical adults can be-save the environment on one hand,buy an SUV on the other. If only they could be more like him. This reflects a(n)________ theme of conflict.

A) autonomy
B) rebellion
C) idealism
D) conformity

Question 23

When dealing with university students,marketers find:

A) they have little to spend.
B) they have a superior attitude.
C) they are hard to reach conventionally.
D) they want a lot for very little.

Question 24

Baby busters is another word for:

A) Generation X.
B) Generation Y.
C) baby boomers who had no children.
D) baby boomers who had 3 or more children.

Question 25

Consumer identity renaissance refers to the redefinition process people undergo when they retire. The pursuit of entirely new life projects is called:

A) affiliation.
B) entertainment.
C) emergent.
D) self-expression.

Question 26

Andrew has just turned ten years old,which is part of the ________ category.

A) tween
B) childhood
C) adolescent
D) pragmatic

Question 27

Anton moved away from home at fifteen to play advanced hockey. At seventeen,he is feeling like he is missing a huge part of his life and wants to go back home. This reflects a(n)________ theme of conflict.

A) pragmatism
B) belonging
C) idealism
D) intimacy

Question 28

Scott was planning to put on a huge concert featuring a popular DJ at his university. Which of the following media types would be the most effective for advertising this concert?

A) online
B) television
C) radio
D) newspapers

Question 29

Danielle recently turned thirteen and,after hearing many older people telling her not to wear makeup,she began to wear dramatic makeup every day. This reflects a(n)________ theme of conflict.

A) autonomy
B) rebellion
C) pragmatism
D) narcissism

Question 30

Which generation is responsible for culture-changing products and companies including Google,YouTube,and Amazon?

A) Generation X
B) Generation Y
C) Generation Z
D) baby boomers

Question 31

This group has been said to be the overlooked generation.

A) Generation X
B) Generation Y
C) Generation Z
D) Tweens

Question 32

When marketers attempt to appeal to people across different age categories,they are using a ________ strategy.

A) mass
B) multigenerational marketing
C) concentrated
D) differentiated

Question 33

Generation Y is known as the "thumb culture" but they are also big on:

A) public transit.
B) rebellion.
C) volunteering.
D) alcohol.

Question 34

Generation Y makes up what percentage of the Canadian population?

A) approximately 26%
B) approximately 38%
C) less than 10%
D) approximately 12%

Question 35

Consumer identity renaissance refers to the redefinition process people undergo when they retire. The two types of identity renaissance are emergent and:

A) affiliation.
B) entertainment.
C) revived.
D) self-expression.

Question 36

Why might Ted,an older Generation X member,likely be worse off at present if he loses his job than his son,Gary?

A) because he is likely less well positioned for the new economy
B) because his networking base is narrower
C) because he has a much larger mortgage to pay for
D) because he has a large growing family to support

Question 37

Kyla recently notices that her brother is constantly running to a mirror to look at himself. This reflects a(n)________ theme of conflict.

A) belonging
B) idealism
C) autonomy
D) narcissism

Question 38

Jenny was born in 2001 and Henry in 1989. Respectively,they are members of which generations?

A) Generation Y and Generation X
B) Generation Y and Generation Z
C) Generation Z and Generation Y
D) both in Generation Y

Question 39

Mary went to Woodstock and grew up in a neighbourhood with hippies at a time of great political change. She came from which of the following age sub-cultures?

A) Generation Y
B) baby boomers
C) baby busters
D) echo boomers

Question 40

Which generation is made up of people born before the First World War?

A) the silent generation
B) the war babies generation
C) the interbellum generation
D) the war skippers generation

Question 41

There are four themes of conflict that are common among teens: autonomy vs. belonging,rebellion vs. conformity,idealism vs. pragmatism,and nurture vs. individuality.

Question 42

Having fun is the most important aspect of being a teenager.

Question 43

The important thing for marketers to remember about stereotypes of mature consumers is that:

A) the view of older people as alone, infirm, and frightened is essentially accurate.
B) most mature consumers can only afford to buy the least expensive items.
C) most mature consumers are active, interested in what life has to offer, and enthusiastic customers with the means and willingness to buy many goods and services.
D) mature consumers are best lumped together as a single homogeneous market segment.

Question 44

The term "consumer identity renaissance" refers to:

A) the redefinition process people undergo when they retire.
B) how people change their identity as they move through various age cohorts.
C) how consumers switch between their chronological and perceived ages.
D) the process of becoming an adult.

Question 45

The much-heralded age segment known as the "baby boomers" refers to those persons born between:

A) 1945-1975.
B) 1944-1954.
C) 1940-1960.
D) 1947-1966.

Question 46

Marketing strategists know nostalgia appeals work best for those in the over-30 age group.

Question 47

The term "echo boomers" is used by marketers to refer to:

A) children born between 1947 and 1966.
B) children of baby boomers.
C) the yuppies' children.
D) those children who were born around 2000, at the turn of the century.

Question 48

The Generation Y cohort is actually larger in numbers than the baby boomer cohort.

Question 49

In segmenting mature consumers,marketers should be guided primarily by their:

A) physiological age.
B) neurological age.
C) chronological age.
D) perceived age.

Question 50

Mature consumers are not usually amused or persuaded by image-oriented advertising. A more successful strategy would involve:

A) depictions of mature consumers as contributing members of society.
B) negative ads with very little information on them.
C) emphasizing how little time is left so one needs to make the most of it.
D) investment opportunities for those who will be left behind.

Question 51

The adage,"You're only as old as you feel!" is closely related to the concept of the mature person's perceived age.

Question 52

Gen Xers tend to be more upbeat than Gen Yers about their lives and prospects.

Question 53

The term "teenager" is a relatively new idea.

Question 54

Zoomers are a group made up from what type of people?

A) tweens with attitude
B) fast-moving Generation Z members
C) 50-plus age group of active boomers
D) over 70s who like to travel

Question 55

An age cohort refers to a group of consumers of the same or similar age who have undergone similar experiences.

Question 56

Baby boomers blame baby busters for passing down the serious problems that they are now confronting: getting good jobs,for example.

Question 57

A manufacturer of sneakers has come out with a new walking shoe for the mature market. A marketing strategy for success should include:

A) promotion of careful use.
B) showing active people.
C) references to arthritic support.
D) image-oriented advertising.

Question 58

It seems paradoxical,but teens want independence from their families at the same time they need to attach themselves to others to avoid being alone.

Question 59

The university market is relatively easy to reach via conventional mass media such as television.

Question 60

The term "grey market" usually refers to people that are:

A) between 40 and 45 years of age.
B) between 45 and 50 years of age.
C) between 50 and 66 years of age.
D) 65 years and older.

Question 61

List the age cohorts discussed in the text from the oldest to the youngest.

Question 62

What is a multigenerational marketing strategy?

Question 63

Describe the teen conflict identified by the Saatchi and Saatchi study as idealism versus pragmatism.

Question 64

You have been asked to design a scale that measures the impact of nostalgia on individual consumers. List five items that you would include in the scale.

Question 65

List and briefly describe the four dominant themes that present in the teen subculture,according to research performed by Saatchi & Saatchi's advertising agency.

Question 66

What is an age cohort and how might you describe it to a friend?

Question 67

Describe the teen conflict identified by the Saatchi and Saatchi study as rebellion versus conformity.

Question 68

Explain the concept called age cohort. Briefly identify how marketers might use this concept to segment markets.

Question 69

Why might the global youth market be interesting to marketers and what communication method is of special concern in this market?

Question 70

Of the four conflicts that characterize teenagers,which would be more of an issue in Asian societies where conformity is highly valued?

Question 71

Is the senior market easy or hard to segment,and why?

Question 72

Describe the teen conflict identified by the Saatchi and Saatchi study as autonomy versus belonging.

Question 73

Why should marketers be interested in baby boomers such as Mark,who is a recent retiree?

Question 74

Explain consumer identity renaissance. How would this relate to Jeff who is 65 and has recently taken up waterskiing for the first time?

Question 75

What makes the university market appealing to companies?

Question 76

What products or services may especially benefit from the surging grey market?

Question 77

How have marketers tended to regard baby boomers,and how is this changing?

Question 78

Sam is teasing his mother for being nostalgic over "the good old days." He says it is due to her age. Is he right?

Question 79

Discuss the attractiveness of tweens and teens as a market.

Question 80

What does the volunteering pattern look like for Canadians 55 and older?