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Chapter 12—Consumer Diversity
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1. Marketers segment people by age because people of the same age go through similar life experiences.
a.
True
b.
False
ANSWER:
True
2. For teens, advertisements on TV are a major source of information about products.
a.
True
b.
False
ANSWER:
False
3. Socializing is one of the major reasons that teens like to shop.
a.
True
b.
False
ANSWER:
True
4. Marketers can overlook localized culture and its effects on teen consumer behavior because a common teen "culture" is
spreading around the world.
a.
True
b.
False
ANSWER:
False
5. The millennial generation, also known as Generation Y, consists of consumers born between the years 1980 through
1994.
a.
True
b.
False
ANSWER:
True
6. Marketers prefer building brand awareness among adults to building it among teens because teens do not have much
purchasing power.
a.
True
b.
False
ANSWER:
False
7. Gen Xers are more likely to own their own homes than baby boomers.
a.
True
b.
False
ANSWER:
False
8. Women outnumber men in the gray market because women tend to live longer.
a.
True
b.
False
ANSWER:
True
9. Agentic goals stress the formation of affiliations and fostering of harmonious relations with others.
a.
True
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b.
False
ANSWER:
False
10. Men appear more likely to engage in a detailed, thorough examination of a message and to make extended decisions
based on product attributes.
a.
True
b.
False
ANSWER:
False
11. Some individuals can be androgynous, having both male and female traits.
a.
True
b.
False
ANSWER:
True
12. The statistical technique called clustering suggests that, despite many differences, boomer parents and their adult
children share many common characteristics.
a.
True
b.
False
ANSWER:
False
13. Denmark has a feminine culture where consumers tend to be more concerned with social relationships.
a.
True
b.
False
ANSWER:
True
14. Hispanics are the third largest and fastest growing subculture in the United States.
a.
True
b.
False
ANSWER:
False
15. Nigel owns a pizza parlor in a Hispanic neighborhood. His restaurant's menu is available in both English and Spanish.
This scenario is an example of accommodation theory.
a.
True
b.
False
ANSWER:
True
16. African Americans represent 30 percent of the U.S. population.
a.
True
b.
False
ANSWER:
False
17. In Thailand, more than 80 percent of the population is of Thai origin, but several sizable ethnic subcultures still
flourish.
a.
True
b.
False
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ANSWER:
True
18. India has a diverse ethnic population with approximately 20 different languages being spoken in the country.
a.
True
b.
False
ANSWER:
False
19. Religious influences and traditions do not affect consumer behavior.
a.
True
b.
False
ANSWER:
False
20. People of the same _____ are going through similar life experiences and therefore share many common needs, which
may lead to similar consumption patterns.
a.
age
b.
gender
c.
ethnicity
d.
subculture
e.
region
ANSWER:
a
21. In the context of how age affects consumer behavior, teens:
a.
tend to have less of a say in household purchases.
b.
are disillusioned and less materialistic than other age groups.
c.
enjoy a good deal of financial independence.
d.
describe their generation as idealistic.
e.
are debt-averse and have low financial literacy.
ANSWER:
c
22. Teenagers in the _____ segment have low expectations of the future and material success and are alienated from
society.
a.
upholders
b.
quiet achievers
c.
netizens
d.
bootstrappers
e.
resigned
ANSWER:
e
23. Which of the following is true of teenagers in the "world savers" segment?
a.
They have high aspirations and are characterized by their altruism.
b.
They are alienated from society and have low expectations of the future.
c.
They are interested in protecting the environment.
d.
They practice conspicuous consumption.
e.
They are conformers and seek a rewarding family life.
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ANSWER:
a
24. Which of the following is true of teenagers in the "quiet achievers" segment?
a.
They have low expectations of the future and of material success.
b.
They are ambitious, and they conform to societal norms.
c.
They practice conspicuous consumption.
d.
They are family-oriented achievement seekers.
e.
They are heavy users of Internet-connected devices.
ANSWER:
b
25. Teenagers in the _____ segment are family-oriented achievement seekers with hopes for the future.
a.
resigned
b.
quiet achievers
c.
upholders
d.
bootstrappers
e.
world savers
ANSWER:
d
26. Teenagers in the _____ segment are dutiful and conforming, seeking a rewarding family life and maintaining
traditional values.
a.
upholders
b.
world savers
c.
quiet achievers
d.
bootstrappers
e.
resigned
ANSWER:
a
27. Boomerangers are:
a.
people who have jobs that their parents would not have considered doing.
b.
parents who are living with their children and thus have more discretionary income.
c.
people who move back with their parents after college or after being on their own.
d.
people who have gone back to working after resigning from their jobs.
e.
people who have rebelled and stayed out of their parents' home.
ANSWER:
c
28. Bill went to college to fulfill his dream of becoming a great movie director. However, he moved back into his parents'
home right after he finished college. In this scenario, Bill could be considered a:
a.
bootstrapper.
b.
boomeranger.
c.
netizen.
d.
materialist.
e.
boomer.
ANSWER:
b
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29. During their teen years, individuals:
a.
are debt- and risk averse.
b.
focus on having stable lives.
c.
think about starting families.
d.
strive to establish an identity.
e.
are less influenced by peers compared to later in life.
ANSWER:
d
30. Why should marketers be careful when using symbols and language in their advertisements to which teens can relate?
a.
Teens process information faster than older consumers.
b.
The symbols and language used become outdated quickly.
c.
Teens prefer short, snappy phrases to long-winded explanations.
d.
The quickly changing teen culture could make the message look uncool.
e.
All of these are correct.
ANSWER:
e
31. In the context of advertising to teens, Heeling Sports, a manufacturer of sneakers with retractable wheels, can reach
teen consumers by:
a.
advertising in snowboarding magazines.
b.
selling its products only at stores and not online.
c.
advertising in newspapers.
d.
sending teen ambassadors to perform at malls and parks.
e.
advertising through sports news channels.
ANSWER:
d
32. Individuals born between 1965 and 1979 are often called:
a.
the baby boomer generation.
b.
Generation Y.
c.
Generation X.
d.
Generation Z.
e.
the silent generation.
ANSWER:
c
33. Gen Xers are doing well by:
a.
being at the cutting edge of technology.
b.
investing in the stock market.
c.
trying to change the world.
d.
being more rebellious compared to baby boomers.
e.
climbing the corporate ladder.
ANSWER:
a
34. Which of the following best describes Gen Xers' consumer behavior?
a.
They like to take time to research products and customize them to their own taste.
b.
They are accustomed to shopping in stores and online.
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c.
They are cynical about obvious marketing techniques.
d.
They notice advertising messages that appeal to nostalgia for their younger days.
e.
All of these are correct.
ANSWER:
e
35. Born and bred on TV, Gen Xers tend to:
a.
be quite open to the influence of advertising.
b.
be cynical about obvious marketing techniques.
c.
find exaggerated claims less objectionable than other generations.
d.
find messages that appeal to their sense of nostalgia less desirable.
e.
be more open to stereotypes.
ANSWER:
b
36. The term _____ is used to refer to a large and influential U.S. demographic group born between 1946 and 1964.
a.
Gen Xers
b.
Gen Yers
c.
baby boomers
d.
silent generation
e.
lost generation
ANSWER:
c
37. Which of the following is true of the baby boomers?
a.
They spend more time browsing the Internet than any other age group.
b.
They are heavy consumers of financial services as they look toward retirement.
c.
They prefer not being very active on social media.
d.
They value conformity and collectivism.
e.
They find it difficult to remember information and to make complex decisions due to their age.
ANSWER:
b
38. The _____ segment is comprised of consumers over the age of 65.
a.
gray market
b.
baby boomer
c.
Generation X
d.
Generation Y
e.
silent generation
ANSWER:
a
39. Which of the following is true of consumers in the gray market?
a.
They tend to be cynical about obvious marketing techniques.
b.
They like to research and customize purchases to their needs.
c.
They have difficulty making complex decisions.
d.
They are good at processing huge amounts of information.
e.
They prioritize saving for retirement.
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ANSWER:
c
40. Agentic goals are those:
a.
that a person will achieve in the near future.
b.
that help an individual achieve a long-term goal.
c.
that indicate the levels of achievement that are necessary.
d.
that stress mastery, self-assertiveness, and self-efficacy.
e.
that emphasize fostering harmonious relations with others.
ANSWER:
d
41. Traditionally, women have been guided by _____ of forming affiliations and fostering harmonious relations with
others.
a.
agentic goals
b.
competitive goals
c.
risk-based goals
d.
assertive goals
e.
communal goals
ANSWER:
e
42. In the context of the gender differences in consumption and acquisition behavior, women are more likely to:
a.
be consistent in their images of automobiles.
b.
be sensitive to personally relevant information.
c.
have shared brand stereotypes for fashion goods.
d.
feel enthusiastic and strong during consumption.
e.
see shopping merely as a way of acquiring goods.
ANSWER:
c
43. In the context of gender and consumer behavior, gay and lesbian consumers are likely to respond favorably to _____
in advertising.
a.
multicultural marketing
b.
sexual orientation symbols
c.
male-dominant characteristics
d.
female-dominant characteristics
e.
ethnocentric marketing
ANSWER:
b
44. In the context of regions within the United States, the eastern seaboard:
a.
reflects its roots as the original 13 British colonies.
b.
is noted for its farms and agriculture.
c.
was originally part of Mexico and reflects a Mexican character.
d.
is known as the gateway to the Pacific.
e.
has Native American and frontier roots.
ANSWER:
a
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45. Cluster analysis is based on the principle that:
a.
social class has a negligible impact on consumer behavior.
b.
consumers in the same neighborhood tend to buy the same products and services.
c.
ethnicity exerts a weak influence on the shopping behavior of consumers for products and services.
d.
gender plays a major role in influencing the shopping behavior of consumers.
e.
boomer parents and their adult children share many common characteristics.
ANSWER:
b
46. The benefit of cluster analysis is that it allows marketers to:
a.
increase the ability of consumers to process information.
b.
change the decision-making processes of consumers.
c.
segment and target consumers more effectively.
d.
reach a wider area of consumers using advertising.
e.
encourage consumers to rely on their own judgment.
ANSWER:
c
47. Segmentation systems such as _____ group areas and neighborhoods into more precise clusters based on consumers'
similarities in demographic characteristics and consumption lifestyles.
a.
neural networks
b.
SPSS
c.
PRIZM
d.
Latent Class Analysis
e.
precision marketing
ANSWER:
c
48. In the context of individual consumer segments, _____ are affluent, well-educated, tech-savvy 25- to 44-year-olds
living in urban areas.
a.
Young Digerati
b.
Cul-de-sac Consumers
c.
Boomtown Singles
d.
Mobility Blues
e.
Sophisticated Singles
ANSWER:
a
49. In the context of individual consumer segments, Boomtown Singles are:
a.
upper-middle–income, white-collar 25- to 44-year-olds, mostly college grads and home-owners, who live in
suburbia with their children.
b.
college-educated consumers under the age of 35, working in entry-level jobs and living in smaller cities where
the singles scene thrives.
c.
single, lower-income consumers who live in smaller cities, are under the age of 55, and have a high school
education.
d.
affluent, well-educated, tech-savvy 25- to 44-year-olds living in urban areas.
e.
city-dwelling, unmarried single consumers with high incomes.
ANSWER:
b
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50. In the context of individual consumer segments, _____ are single, lower-income consumers who live in smaller cities,
are under the age of 55, and have a high school education.
a.
Young Digerati
b.
Cul-de-sac Consumers
c.
Boomtown Singles
d.
Mobility Blues
e.
Sophisticated Singles
ANSWER:
d
51. Unlike consumers from individualistic cultures, consumers from cultures high in collectivism:
a.
put more emphasis on hierarchy than on equality.
b.
put more emphasis on themselves than the group.
c.
emphasize connections to others rather than their own identity.
d.
tend to be more aggressive and focused on individual advancement.
e.
tend to be more concerned with social relationships.
ANSWER:
c
52. Unlike consumers from feminine cultures, consumers from masculine cultures:
a.
put more emphasis on themselves than the group.
b.
tend to be more concerned with social relationships.
c.
emphasize connections to others rather than their own identity.
d.
put more emphasis on equality than on hierarchy.
e.
tend to be more aggressive and focused on individual advancement.
ANSWER:
e
53. _____ is a process where members of another culture or an immigrant group learn to adapt to the host culture.
a.
Generalization
b.
Ethnocentrism
c.
Racialization
d.
Acculturation
e.
Decriminalization
ANSWER:
d
54. Multicultural marketing is the use of strategies that:
a.
simultaneously appeal to a variety of societies.
b.
target each subculture with a different marketing campaign.
c.
globalize marketing, assuming that there are no cultural differences.
d.
cluster groups across national boundaries.
e.
address a culture's resistance to change.
ANSWER:
a
55. Fast-food chains have a separate marketing director and multimillion-dollar budget for communicating with Hispanic
American consumers, with African American consumers, and with Asian American consumers. This is an example of:
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a.
affinity marketing.
b.
community marketing.
c.
multicultural marketing.
d.
subcultural marketing.
e.
personalized marketing.
ANSWER:
c
56. Acculturated Hispanic Americans are those who:
a.
speak mostly Spanish but have adopted some regional U.S. customs.
b.
speak mostly English and have a high level of assimilation.
c.
can function in either English or Spanish.
d.
are more likely than the average consumer to check prices on the Internet.
e.
tend to be highly assimilated by the second generation.
ANSWER:
b
57. _____ Hispanic Americans are those who can function in either English or Spanish.
a.
Southern
b.
Acculturated
c.
Bicultural
d.
Traditional
e.
European
ANSWER:
c
58. _____ Hispanic Americans speak mostly Spanish.
a.
Southern
b.
Acculturated
c.
Bicultural
d.
Traditional
e.
European
ANSWER:
d
59. Which of the following is true of Hispanic American consumers?
a.
They sometimes resist assimilation out of a desire to maintain their ethnic identity.
b.
They are likely to believe that people should feel free to live and look the way they want to.
c.
They have more positive attitudes toward ads than other ethnic consumers.
d.
They are the third largest and fastest growing subculture in the United States.
e.
They are more likely than other consumers to check prices and products on the Internet.
ANSWER:
a
60. Important cultural influences on consumption patterns are the consumer's level of acculturation and:
a.
intensity of ethnic identification.
b.
social class.
c.
amount of disposable income.
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d.
their trait of competitiveness.
e.
household influences.
ANSWER:
a
61. Consumers who have a high intensity of ethnic identification are more likely to:
a.
make spouse-dominant decisions.
b.
exhibit the consumption patterns of their cultural group.
c.
be loyal to the brand that they see the most on television.
d.
be acculturated into the mainstream culture.
e.
use coupons and be influenced by them.
ANSWER:
b
62. Joshua's tool and die company put a lot of effort into understanding the Asian American subculture in the United
States. The company advertised its products in several Asian languages and hired salespeople from the community. The
company's sales went up by the end of the year, and it was approached by more Asian Americans consumers. This
scenario illustrates the use of _____.
a.
the construal level theory
b.
multicultural marketing
c.
the theory of reasoned action
d.
cultural bias
e.
the accommodation theory
ANSWER:
e
63. Kartheiser Inc. makes the effort to use Hispanic actors who speak in both Spanish and English in its ads that target
these consumers. The company wants to be able to communicate better with its target audience. The Hispanic community
reacts positively toward Kartheiser Inc.'s marketing strategy. This scenario is an example of a company using _____ to
appeal to a target market.
a.
multicultural marketing
b.
ethnocentric marketing
c.
ethnic stereotypes
d.
the accommodation theory
e.
the construal level theory
ANSWER:
d
64. Which of the following is a characteristic of African American consumers?
a.
They are the largest ethnic group in the United States.
b.
They are not focused on preserving their cultural identity.
c.
They place emphasis on the family, tradition, and cooperation.
d.
They do not always aspire to assimilate with the majority culture.
e.
They are less likely to encourage diversity in advertising.
ANSWER:
d
65. In the context of targeting ethnic groups, African American consumers are:
a.
less likely to believe that diversity in advertising is important.
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b.
more likely to have positive attitudes toward advertisements.
c.
less likely to respond to messages targeted specifically toward them.
d.
more likely to trust brands that are not advertised on the Internet or through mobile ads.
e.
less likely to positively evaluate advertisements made within their ethnic group.
ANSWER:
b
66. Asian American consumers are more likely than the average consumer to:
a.
shop infrequently and alone rather than with friends.
b.
check products and prices on the Internet before making purchases.
c.
buy products without considering their value.
d.
be open to Web and mobile ads.
e.
believe that people should feel free to live and dress the way that they want to.
ANSWER:
b
67. Which of the following is a characteristic of Asian American consumers?
a.
Research suggests that they are more open to Web and mobile ads than the overall U.S. population.
b.
They have more positive attitudes toward ads than do other ethnic consumer groups.
c.
Messages delivered to them in their native language are more effective than messages in English.
d.
Many Asian Americans prefer prestigious or nationally advertised brands.
e.
They tend to react positively to ads using spokespeople from any ethnic group.
ANSWER:
c
68. Cassidy, a 20-year-old girl, is a Mormon. Her faith does not allow her to consume liquor, tobacco, coffee, tea, or
illegal drugs. The given scenario is an examples of:
a.
regional influences on consumption.
b.
religious influences on consumption.
c.
behavioral influences on consumption.
d.
cultural influences on consumption.
e.
ethnic influences on consumption.
ANSWER:
b
69. Why do marketers target specific age cohorts?
ANSWER:
Responses will vary.
70. What are the different segments of common teen behaviors, values, and preferences that cross national boundaries?
ANSWER:
Responses will vary.
71. In terms of consumption, how are boomerangers different from their independent peers?
ANSWER:
Responses will vary.
72. How do retailers and marketers tailor their environments and messages to accommodate the gray market?
ANSWER:
Responses will vary.
73. In the context of consumer behavior, discuss the difference between men's and women's sex roles.
ANSWER:
Responses will vary.
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74. What are the differences in the acquisition and consumption behaviors of men and women?
ANSWER:
Responses will vary.
75. How do marketer's messages differ when they advertise to different genders?
ANSWER:
Responses will vary.
76. What is the difference between gender and sexual orientation? How do marketers target people according to their
sexual orientation?
ANSWER:
Responses will vary.
77. Why are clustering systems such as PRIZM and Mosaic important for targeting customers?
ANSWER:
Responses will vary.
78. Explain the three dimensions along which cultural differences can be viewed.
ANSWER:
Responses will vary.
79. Explain the process of acculturation.
ANSWER:
Responses will vary.
80. Carl is the brand manager of a bottled water company. He is asked to market the company's products to Hispanic
American consumers. In what way can Carl target Hispanic Americans through advertising?
ANSWER:
Responses will vary.
81. How does the intensity of ethnic identification affect a customer's consumption pattern?
ANSWER:
Responses will vary.
82. How does the accommodation theory help marketers effectively target ethnic groups?
ANSWER:
Responses will vary.
83. Identify the major characteristics of African American consumers.
ANSWER:
Responses will vary.
84. What are the characteristics of Asian American consumers? How do marketers target them?
ANSWER:
Responses will vary.
85. How do religious beliefs influence consumer behavior?
ANSWER:
Responses will vary.
