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1. All microcultures have identical and consistent role expectations for its members.
a.
True
b.
False
ANSWER:
False
2. Generations provide a good basis for marketing segments because a consumer’s age identifies his or her generation.
a.
True
b.
False
ANSWER:
True
3. Immigration plays a key role in adding to the cultural diversity of nations around the world.
a.
True
b.
False
ANSWER:
True
4. In the Islamic religion, the word kosher describes the dietary restrictions that prohibit meats that are not slaughtered in
the prescribed manner.
a.
True
b.
False
ANSWER:
False
5. The more generations removed from the ancestral country, the closer a consumer is likely to be to maintain traditional
culture.
a.
True
b.
False
ANSWER:
False
6. In the context of ethnic microculture, the varying ethnicities of consumers in the United States have no effect on their
consumption patterns.
a.
True
b.
False
ANSWER:
False
7. Bicultural consumers express higher ethnocentrism than their counterparts in the native country and thus are less open
to products from their new country.
a.
True
b.
False
ANSWER:
False
8. In order to avoid marketing discrepancies, it is advisable not to use the demographic information along with
geodemographic information.
a.
True
b.
False
ANSWER:
False
9. Due to increasing consumer affluence, poverty has ceased to be a major problem worldwide.
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a.
True
b.
False
ANSWER:
False
10. Income is a recognizable determinant of social class.
a.
True
b.
False
ANSWER:
True
11. Microcultures are local phenomena and are confined to a specific region.
a.
True
b.
False
ANSWER:
False
12. Consumers belonging to the Generation X grew up spending time with both parents at home that is why this group
tend to be relatively impulsive and optimistic.
a.
True
b.
False
ANSWER:
False
13. Culture explains the habits and idiosyncrasies of all groups of consumers.
a.
True
b.
False
ANSWER:
True
14. Women are more likely to process information based on the way it is framed and on the categories it evokes.
a.
True
b.
False
ANSWER:
False
15. The advantage of considering social class in consumer behavior is that all consumers in a social class will act
similarly.
a.
True
b.
False
ANSWER:
False
16. Hungry Shepherd, a fast food chain, introduces a separate menu during Lent which includes dishes comprising only
fish and vegetables. This scenario depicts the influence of ethnic microculture.
a.
True
b.
False
ANSWER:
False
17. The Baby Boomers were born during a time in the United States that was marked by pessimism and economic
instability.
a.
True
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b.
False
ANSWER:
False
18. Consumers belonging to the greatest generation are relatively impulsive in their buying behaviors and are least price
conscious.
a.
True
b.
False
ANSWER:
False
19. Culture is non-hierarchical in nature where both large and small cultures are interlinked in a single chain.
a.
True
b.
False
ANSWER:
False
20. The term subculture is often used to capture much the same idea as microculture.
a.
True
b.
False
ANSWER:
True
21. Catholic Christians, a religious microculture in the United States, are relatively conservative in their approach to life,
and emphasize hard work and accomplishment as important goals.
a.
True
b.
False
ANSWER:
False
22. The Millennials collectively are referred to as the “digital natives.”
a.
True
b.
False
ANSWER:
False
23. The differences between societal expectations of men and women vary less in Eastern cultures than they do in
Western cultures, in which sex-based divisions in roles remain more obvious.
a.
True
b.
False
ANSWER:
False
24. The nine nation approach in segmentation asserts the fact that consumer priorities remain consistent across regions.
a.
True
b.
False
ANSWER:
False
25. According to the Jewish tradition, a kosher diet consists of the simultaneous consumption of meat with dairy products.
a.
True
b.
False
ANSWER:
False
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26. Men and women make identical consumer decisions that help marketers to minimize production cost and increase
product value.
a.
True
b.
False
ANSWER:
False
27. Marketers consider Baby Boomers an important segment because many Boomers have saved significant sums of
money for retirement and plan to enjoy good times well into their elderly years.
a.
True
b.
False
ANSWER:
True
28. Asian-Americans are scattered around the United States, making it tough for marketers to effectively reach this
customer group.
a.
True
b.
False
ANSWER:
False
29. Marriages comprising people from similar economic backgrounds are an example of the influence of ethnic
microculture on behavior.
a.
True
b.
False
ANSWER:
False
30. Allen actively participates in the following eSports tournaments that are held annually around the world. He roots for
his favorite team UniVi Gaming, a Swedish professional gaming team, in every game. In this scenario, Allen’s interest in
eSports is an example of an age-based microculture.
a.
True
b.
False
ANSWER:
False
31. The U.S. Census Bureau’s website provides an estimate of the U.S. population on a yearly basis.
a.
True
b.
False
ANSWER:
False
32. A microculture is less significant in terms of its potential influence on consumer behavior.
a.
True
b.
False
ANSWER:
False
33. Younger Millennials are referred to as the first “always connected” generation because they are constantly in touch
with other consumers through various technologies.
a.
True
b.
False
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ANSWER:
True
34. Consumer groupings are ineffective when microcultures are involved.
a.
True
b.
False
ANSWER:
False
35. The Internet facilitates communication among consumers around the world, contributing to what some believe is a
more universally similar world teen culture.
a.
True
b.
False
ANSWER:
True
36. Marketers and employers can easily communicate with Generation Z consumers regarding their consumer choices and
demands.
a.
True
b.
False
ANSWER:
False
37. Restaurateurs who serve markets with a heterogeneity of religious groups need to be well aware of the dietary
restrictions and the sensitivity of these different groups to violations of the restrictions.
a.
True
b.
False
ANSWER:
True
38. In the U.S. Census Bureau’s website, marketers can compare their targets to the demographic numbers given on the
website to see if they should proceed with marketing their products in the targeted regions.
a.
True
b.
False
ANSWER:
True
39. Maurice is an avid fan of heavy metal music. However, his parents, being staunch followers of Christianity do not
entertain such music in their residence. In this scenario, Maurice is experiencing stigmatization.
a.
True
b.
False
ANSWER:
False
40. A smaller group cannot be distinguished from the larger group that it belongs to as they are inherently the same.
a.
True
b.
False
ANSWER:
False
41. Timothy is planning to attend a concert of his favorite rock band with his friends. However, he is not comfortable
wearing jeans and heavy boots to the show like his friends had planned, instead he prefers putting on a loose t-shirt and
boxer shorts. In this scenario, Timothy is most likely experiencing _____.
a.
role conflict
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b.
divergence
c.
role reversal
d.
convergence
ANSWER:
a
42. Wen, a consumer researcher, is conducting a research on the buying behavior of the Hispanics. As part of her study,
she calculates a consumer’s buying power by relating it to the consumer’s income. The consumer attributes that Wen
employs in her research can best be described as _____.
a.
ethnographics
b.
demographics
c.
psychographics
d.
orthographics
ANSWER:
b
43. Miles was born into a traditional, middle-class family. Miles worked hard as a student and graduated from Harvard
Law School. Today, he is considered one among the elite of Manhattan. In the given scenario, Miles worked his way into
the social class called _____.
a.
ascribed status
b.
desired status
c.
aspired status
d.
achieved status
ANSWER:
d
44. A group of students from different parts of the country started elementary school together. They graduated high school
at a time when higher education costs made it very difficult for parents to finance college education. Most of them took
loans to complete college. This experience made them financially responsible, and they started saving up early in life.
This collective group of individuals can best be described as belonging to the same _____.
a.
unit
b.
cohort
c.
legion
d.
order
ANSWER:
b
45. Which of the following statements is true of the Millennials?
a.
They tend to view technology as a means to build community and relationships.
b.
They tend to be frugal and follow utilitarian motivations with their purchases.
c.
They tend to closely associate automobile as the key to freedom, unlike their parents.
d.
They tend to be largely pessimistic due to the impact of the Great Depression.
ANSWER:
a
46. Which of the following statements is true of cognitive structuring in terms of male and female segments?
a.
Women and men make consumer decisions in the same way.
b.
Men make poorer choices than women due of cognitive structuring.
c.
Women tend to process information in a more piecemeal fashion.
d.
Men tend to be more logical in their processing of information.
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ANSWER:
c
47. When a consumer faces a situation involving conflicting expectations based on cultural expectations, he is
experiencing _____.
a.
stigmatization
b.
divergence
c.
role conflict
d.
cognitive structuring
ANSWER:
c
48. Carl turned 55-years old in 2012. He retired early from his job as he had enough savings for a good life. Carl most
likely belongs to the _____ group.
a.
greatest generation
b.
silent generation
c.
Millennials
d.
Baby Boomers
ANSWER:
d
49. Americans who were born before 1928, and whose lives and values were shaped very much by World War II and
post-war experiences, belong to the _____ category.
a.
silent generation
b.
Generation X
c.
Baby Boomers
d.
greatest generation
ANSWER:
d
50. Wizard Battles has a rather large number of dedicated players online. These gamers are from different ethnic,
demographic, and geographic backgrounds, but they all share the same passion for the game. This microculture of gamers
can be referred to as a(n) _____.
a.
religious microculture
b.
generational microculture
c.
street microculture
d.
age-based microculture
ANSWER:
c
51. Everyone thinks that Rachel is a lucky girl as she was born into a very rich family. She is the heir to one of the largest
conglomerates in the world. The social class to which Rachel belongs is her _____.
a.
achieved status
b.
ideal status
c.
desired status
d.
ascribed status
ANSWER:
d
52. Which of the following types of analyses develops a profile of a consumer group based on relatively tangible human
characteristics such as age, ethnicity, sex, occupation, income, region, religion, and gender?
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a.
An ethnographic analysis
b.
An orthographic analysis
c.
A geographic analysis
d.
A demographic analysis
ANSWER:
d
53. Many young, working couples choose to have just one kid or none at all. These couples hardly have any
responsibilities like saving up for children’s education or securing children’s future. This leaves them with more than
enough money to spend on luxury goods. Most of them enjoy high spending power and splurge on a lot of luxurious
goods. In this scenario, which of the following is a trend that is most likely to influence the consumer behavior?
a.
Declining birthrates
b.
Declining consumer affluence
c.
Increasing life expectancy
d.
Increasing population
ANSWER:
a
54. In the context of microcultures, which of the following statements is true of male and female segments?
a.
Relative to women, men tend to be more heuristic/intuitive in their processing of information.
b.
Marketers do not need to be aware of the relative sex roles within societies as they are all same.
c.
The differences between societal expectations of men and women vary less in Eastern cultures.
d.
Sex roles are found only in patriarchal societies where men have greater authority than women.
ANSWER:
a
55. Which of the following statements is true of ethnic microculture in the United States?
a.
Americans are unaware of their legacy beyond America.
b.
Consumption of products is affected by heritage.
c.
Immigrants are least likely to embrace their own culture.
d.
Acculturation process does not affect consumption.
ANSWER:
b
56. Young consumers who were born between 1995 and 2010 belong to the _____ group.
a.
Generation X
b.
Baby Boomers
c.
Millennials
d.
Generation Z
ANSWER:
d
57. Richard was born in 1976. His parents got divorced when he was five years old. Since then, he has been a cynic, but
now he is a strong believer of traditional family values. In the context of generational microculture, Richard, most likely,
is a _____consumer.
a.
Generation X
b.
Millennial
c.
Baby Boomer
d.
greatest generation
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ANSWER:
a
58. Americans born between 1946 and 1964, during a time in the United States that was marked by optimism and relative
economic security, belong to the category of the _____.
a.
greatest generation
b.
silent generation
c.
Baby Boomers
d.
Millennials
ANSWER:
c
59. Which of the following statements is true of Generation Z consumers?
a.
They tend to be frugal and follow largely utilitarian motivations with their purchases.
b.
Their lives and values are shaped very much by World War II and their post-war experiences.
c.
They will be the first truly “global” generation due to racial and cultural diversity.
d.
They were long thought to be a group that was marked by alienation and cynicism.
ANSWER:
c
60. When Charles married Candace, everyone agreed that it was a match made in heaven. They were both doctors with
strong traditional values, and both grew up in the countryside. Charles and Candace’s marriage best illustrates an instance
of _____.
a.
homogamy
b.
endogamy
c.
exogamy
d.
polygamy
ANSWER:
a
61. Stana is a 24-year-old working woman. She is very technologically savvy and believes in staying connected with her
friends online, at all times. She loves visiting a local coffee shop near her small apartment in an urban area that provides
WiFi accessibility. She prefers to walk to the coffee shop than to drive. Stana belongs to the _____ group.
a.
Baby Boomers
b.
Generation X
c.
Generation Z
d.
Millennials
ANSWER:
d
62. A group of people who have lived the same major experiences in their lives with the experiences shaping their core
values is known as a(n) _____.
a.
cohort
b.
clan
c.
tribe
d.
order
ANSWER:
a
63. The social class into which a consumer is born is referred to as his or her _____.
a.
achieved status
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b.
aspired status
c.
ascribed status
d.
desired status
ANSWER:
c
64. Teenagers around the world are more similar to each other than to people from other generations in the same culture.
This is an example of a(n) _____.
a.
regional microculture
b.
age-based microculture
c.
generational microculture
d.
street microculture
ANSWER:
b
65. Majority of teenagers in developed nations are seen either browsing the Internet or listening to music on their
smartphones or other electronic gadgets. It can be said that teenagers throughout the developed world generally have the
same preferences. This phenomenon labeled as world teen culture is an example of a(n) _____.
a.
generational microculture
b.
regional microculture
c.
street microculture
d.
age-based microculture
ANSWER:
d
66. Greg, a high school student, is a part of a fraternity whose members have taken to smoking and drinking. Greg decided
to join the group to distinguish himself from the rest of the people of his age. Which of the following phenomena best
describes Greg’s decision to join a fraternity to define himself?
a.
Divergence
b.
Enculturation
c.
Resurgence
d.
Assimilation
ANSWER:
a
67. Chicago is famous for its mouth-watering hot dogs where the hot dog is either steamed or simmered in water. These
hot dogs are unlike any other found in the rest of the country. This is an example of a culinary difference arising out of
different _____.
a.
regional microcultures
b.
religious microcultures
c.
generation microcultures
d.
ethnic microcultures
ANSWER:
a
68. Americans born between 1928 and 1945 tend to be frugal and follow largely utilitarian motivations with their
purchases. The generational microculture group described here is the _____.
a.
Baby Boomers
b.
greatest generation
c.
silent generation
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d.
Generation X
ANSWER:
c
69. Most men hate shopping for clothes and use product price as an indicator for quality. Many believe expensive
products as a guarantee for good quality. In making a buying decision based on price-quality heuristic, a consumer makes
use of _____.
a.
cognitive distortion
b.
cognitive imaging
c.
cognitive dissonance
d.
cognitive structuring
ANSWER:
d
70. Rodeo, a popular animal-riding sport in Texas, draws huge crowds every time it is organized. However, there are
certain groups who believe that the sport encourages animal cruelty and hence, they stage protests to ban this sport. These
people come together and form groups to further the cause of safeguarding animals. Such groups are an example of a(n)
_____.
a.
oppositional culture
b.
macroculture
c.
microculture
d.
overculture
ANSWER:
c
71. Which of the following statements is true about the social class microculture in the United States?
a.
Consumers gain an ascribed status by working their way into a social class.
b.
The social class into which a consumer is born is termed an achieved status.
c.
Social class tends to be a better predictor of purchases that involve symbolic products.
d.
All consumers in a social class will strive to move up the social ladder.
ANSWER:
c
72. The social class into which a consumer works his or her way into is referred to as his or her _____.
a.
achieved status
b.
ideal status
c.
ascribed status
d.
desired status
ANSWER:
a
73. Neer, a second-generation Asian immigrant, has had a close-knit upbringing. He is not as orthodox as his family and
has adopted the American culture to some extent. He often has to deal with situations where he has to form preferences
based on his Asian culture or American culture. Which of the following terms best describes Neer in this situation?
a.
Bilingualism
b.
Bicultural
c.
Cultural heritage
d.
Creolization
ANSWER:
b
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74. Which of the following statements is true of microcultures?
a.
The differences between societal expectations of men and women vary less in Eastern cultures.
b.
Even a small group is substantially significant in terms of the potential influence on consumer behavior.
c.
One person can belong to only one microculture at a time and cannot enjoy the benefits of other cultures.
d.
Microcultures are arbitrary in nature and hence, do not bring any role expectations for their members.
ANSWER:
b
75. What is the significance of role expectations in microcultures?
a.
They allow consumers to make their own decisions, which ultimately give microcultures their identity.
b.
They portray the idea that smaller groups are less significant in influencing consumer behavior.
c.
They discourage consumers from joining other existing microcultures.
d.
They validate the authenticity of consumers’ membership in that group.
ANSWER:
d
76. Businesses dealing with planned retirement communities have become profitable as the baby boomer population
becomes older. Identify the trend affecting consumer behavior in this scenario.
a.
Declining birthrates
b.
Declining consumer affluence
c.
Increasing life expectancy and the aging consumer
d.
Increasing cultural diversity
ANSWER:
c
77. In sociology, a marriage that comprises people from similar classes is referred to as _____.
a.
polygamy
b.
monogamy
c.
polyandry
d.
homogamy
ANSWER:
d
78. Louis was born in 1920 and spent four years in the Navy during World War II. Now, he doesn’t understand his
grandchildren’s spending habits as he was always thrifty. To which of the following generational microcultures is Louis
most likely to belong?
a.
The Baby Boomers category
b.
The silent generation category
c.
The greatest generation category
d.
The Millennials category
ANSWER:
c
79. Which of the following statements is true of religious microcultures?
a.
Budget allocations are free from religious influences.
b.
Protestants are liberal in their approach to life.
c.
Religious microcultures of Christianity and Islam are identical.
d.
Religion affects consumers’ diets and the clothing they wear.
ANSWER:
d
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80. A culturally defined group to which a consumer belongs based on resources like prestige, income, occupation, and
education is known as a _____.
a.
social cohort
b.
social network
c.
social order
d.
social class
ANSWER:
d
81. Which of the following statements is true of the microcultures around the world?
a.
Street microcultures exist only in the United States due to large-scale immigration.
b.
Marketers need to ignore the effects of microculture when making marketing strategies.
c.
Firms need to account for the pervasiveness of microcultures when marketing products.
d.
Microcultures do not have any potential influence on consumer behavior.
ANSWER:
c
82. Which of the following generational microcultures is also referred to as the “latchkey” kids?
a.
The greatest generation
b.
The silent generation
c.
The Generation X
d.
The Generation Z
ANSWER:
c
83. David and Shia are heavily influenced by Japanese anime culture even though they live in Canada. They participate in
various activities surrounding the anime culture like seminars, cosplay events, fan clubs, and games. In this scenario,
David and Shia most likely are members of a(n):
a.
street microculture.
b.
generational microculture.
c.
religious microculture.
d.
age-based microculture.
ANSWER:
a
84. Consumers born between 1965 and 1980, long thought to be a group that was marked by alienation and cynicism,
belong to the _____.
a.
greatest generation category
b.
Baby Boomers category
c.
Generation X category
d.
Millennials category
ANSWER:
c
85. Many Muslim women are seen wearing burkas in public. Other people can recognize these women as followers of the
Islamic religion from their attire. This clothing is an example of _____.
a.
stratification
b.
enculturation
c.
assimilation
d.
stigmatization
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religious microcultural diversity. The continued expansion of the world teen culture market is expected as
ANSWER:
d
86. In Venvuzea, the people of its southern parts are distinguished from others by their hospitality as well as their love for
tradition. This is an example of difference based on _____.
a.
religious microcultures
b.
age-based microcultures
c.
regional microcultures
d.
street microcultures
ANSWER:
c
87. Carla is a 75-year-old woman. Her life’s choices have been influenced by her experiences of the Great Depression as
well as World War II. She spends sparingly and buys only what is of practical use to her. To which of the following
generational microcultures is Carla most likely to belong?
a.
The Baby Boomers
b.
The silent generation
c.
The Generation Z
d.
The Millennials
ANSWER:
b
88. Which of the following statements is true of microcultural roles and values?
a.
Microculture membership prevents any changes that may influence the value of things.
b.
Consumers cannot switch their loyalty from one microculture to another after choosing a side.
c.
Consumers often choose membership in microcultures to distinguish themselves from others.
d.
Microcultural roles are arbitrarily defined and cannot provide significant information on consumer behavior.
ANSWER:
c
89. Traditional advertisements for cookware have always focused on appealing to women consumers. Such
advertisements make use of consumer differences arising out of microcultures based on different _____.
a.
generations
b.
ethnicities
c.
gender sanctions
d.
sex roles
ANSWER:
d
90. State the influence of immigration and the growth of microcultures in increasing cultural diversity throughout the
world.
ANSWER:
Answers will vary. Many societies worldwide are becoming increasingly culturally diverse. One way in
which cultures become more diverse is through immigration and the growth of microcultures. There are
numerous trends that could be discussed, and they range from religious to street microcultural diversity.
Regarding religious microcultures, one significant trend in European countries is the growth of the Muslim
faith. Islam is rapidly growing in popularity in Europe, and this religious microculture is influencing
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Answers will vary. Many street microcultures, including music, sports, and fashion, exist around the world.
many Western brands such as Coca-Cola, McDonald’s, and Starbucks, continue to succeed with foreign
expansion. The influence of Western ideals and practice on the world teen culture continues. This is not to
say that all young consumers will think and act completely alike. In fact, many Asian teens are carving out
new and developing microcultures unlike those found in the United States.
91. Highlight the importance of the U.S. Census Bureau website in understanding microcultures before taking any major
marketing decisions by the marketers.
ANSWER:
Answers will vary. The U.S. Census Bureau website provides a real-time estimate of the U.S. population.
The top category of options provides an entry into the search mechanisms to find details about people and
households in the United States. One can find the actual counts from the most recent census, or get estimates
and projections of populations up to the current date. A simple demographic profile can contain a great deal
of useful information. For example, if a company were interested in marketing a product toward Asians,
Missouri might not be the best target. Less than 2% of the population is Asian, which is less than half the
percentage in the nation overall. In contrast, the relative proportion of white Americans versus African
Americans is quite similar to that of the national profile. Also, a marketer may sometimes need a market to
be of at least a certain minimum size in order to be considered a viable target. A product might be targeted
toward Millennials and may require a market of at least two million consumers to be viable. The target can
be compared to the demographic numbers to see if the option should be pursued.
92. List the four major cultural, microcultural, and demographic trends that affect consumer behavior.
ANSWER:
Answers will vary. The four major cultural, microcultural, and demographic trends that affect consumer
behavior are:
• Declining birthrates: One of the biggest trends in Western countries is the declining birthrate. If this
trend continues, these countries will experience declining populations.
• Increasing consumer affluence: The combination of working couples and lower birthrates has led to
greater levels of consumer affluence. As a result, many consumer segments have become targets for
products once considered to be luxuries. Furthermore, consumers have generally become less price-
sensitive in many categories.
• Increasing life expectancy and the aging consumer: Life expectancy is increasing in many, but not
all, countries. The most obvious increase is found in developed nations. The growth trends in
population, along with birthrate and life expectancy trends, all affect consumer culture in many
ways. One major issue in the United States today is the aging baby boomer population. This segment
of the consumer population is expected to dramatically affect business practices for many years to
come.
• Increasing cultural diversity: Many societies worldwide are becoming increasingly culturally diverse.
One way in which cultures become more diverse is through immigration and the growth of
Answers will vary. Six major social classes have been identified in the United States. These include Upper
Class.The difficulties with considering class in consumer behavior are that not all consumers strive to move
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