Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 12 Subcultures and Consumer Behavior
1) In addition to segmenting markets in terms of cultural factors, marketers also segment
societies into smaller ________ that consist of people who are similar in terms of their ethnic
origin, customs, and ways of behavior.
A) micromarkets
B) individual markets
C) mass markets
D) subcultures
E) microsocieties
2) A component of a person’s subculture is ________.
A) age
B) race
C) ethnic background
D) all of the above
E) none of the above
3) Members of a specific ________ possess beliefs, values, and customs that set them apart from
other members of the same society.
A) subculture
B) demographic
C) trait
D) race
E) ideology
4) A ________ is defined as a group whose members share beliefs and common experiences that
set them apart from others.
A) network
B) subculture
C) micro culture
D) cohort
E) none of the above
5) When discussing subcultures, it is important to note that each individual could be a member of
________.
A) either the dominant culture or a subculture
B) one subculture only
C) two subcultures only
D) four subcultures at the most
E) many subcultures, as there is no limit
6) The proportion of non-Hispanic/Caucasian whites in the U.S. population is projected to
________ over the next several decades.
A) increase
B) decrease
C) diffuse
D) remain at same level
E) dramatically rise
7) Subcultures are ________.
A) mutually exclusive in terms of membership
B) a hindrance to market segmentation
C) dynamic and evolving
D) vastly different in values and beliefs from dominant American culture
E) static
8) In the United States, ________ percent of the American population is foreign born. This
shows how important nationality subcultures are.
A) 7
B) 13
C) 19
D) 25
E) 31
9) Queens County (one of the five boroughs that make up the City of New York) is one of the
most multicultural counties in America, where ________ percent of its residents were born
outside the United States.
A) 26
B) 36
C) 46
D) 56
E) 66
10) 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.
A) age subcultures
B) nationality subcultures
C) race subcultures
D) religious subcultures
E) gender subcultures
11) The three primary ethnic subcultures in America, in order from most populous to least
populous, are ________.
A) Asian Americans, African Americans, and Latinos or Hispanics
B) Asian Americans, Latinos or Hispanics, and African Americans
C) African Americans, Asian Americans, and Latinos or Hispanics
D) African Americans, Latinos or Hispanics, and Asian Americans
E) Latinos or Hispanics, African Americans, and Asian Americans
12) Which American ethnic subculture is the fastest growing?
A) Hispanic American
B) African American
C) Asian American
D) American Indian
E) none of the above
13) Ethnic clothing, art, music, and foreign-language newspapers are examples of ________ that
can be associated with nationality subcultures.
A) cultural artifacts
B) loyalty drivers
C) ambassadors
D) fixation products
E) cross-cultural bridges
14) 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 ________.
A) age
B) ethnicity
C) religion
D) geographic region
E) gender
15) In contrast to other American population segments, Hispanic Americans are ________.
A) more religious
B) more populous
C) more patriotic
D) younger
E) more highly educated
16) Which of the following is true of Hispanic American households?
A) Hispanic Americans tend to be members of smaller families.
B) Hispanic Americans are less likely to live in an extended family household.
C) Hispanic American households are less likely to contain children.
D) Hispanic Americans spend more time caring for their children.
E) The majority of all Hispanic Americans under the age of 18 living in the United States were
born in Latin America.
17) Despite the various countries of origin of Hispanic Americans, this subcultural group is often
considered by some people as a single market based on ________.
A) age
B) nationality
C) geographic location
D) religion
E) language
18) ________ constitute the largest Hispanic subcultural group.
A) Cubans
B) Dominicans
C) Nicaraguans
D) Puerto Ricans
E) Mexicans
19) In relation to consumer behavior, less acculturated Hispanic consumers ________.
A) prefer well-established brands
B) traditionally shop at large grocery chains
C) are price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items
E) tend to be impulse buyers
20) In relation to consumer behavior, less acculturated Hispanic consumers ________.
A) prefer new, undiscovered brands
B) traditionally shop at bodegas
C) are price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items
E) tend to be impulse buyers
21) In relation to consumer behavior, young female Hispanic consumers ________ than non–
Hispanic females.
A) prefer new, undiscovered brands more
B) traditionally shop at large grocery chains more
C) are more price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items more
E) have a higher need for uniqueness
22) From a marketing viewpoint, the best way to target the Hispanic market is on the basis of the
group’s ________.
A) Spanish surname
B) Spanish spoken at home
C) country of family ancestry
D) country of origin
E) personal ethnic identification
23) African American consumers currently have a purchasing power estimated to have reached
________.
A) $500 billion
B) $700 billion
C) $900 billion
D) $1 trillion
E) $1.5 trillion
24) Generally, the consumption habits of African American consumers are a function of their
________ rather than their ________.
A) ethnicity; brand loyalty
B) social standing; ethnicity
C) ethnicity; convenience
D) convenience; ethnicity
E) ethnicity; social standing
25) What is the fastest-growing American minority?
A) African Americans
B) Asian Americans
C) Hispanic Americans
D) Pacific Islanders
E) Russian Americans
26) What is the most striking characteristic of Asian Americans?
A) high level of educational attainment
B) common language
C) homogeneity
D) high concentrations in rural areas
E) low median household incomes
27) Relative to Hispanic and African American households, Asian American households are
more likely to ________.
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
28) The first thing Christopher was asked when he went to work for an advertising firm is how to
promote to African Americans. After careful consideration, which of the following is the best
advice Christopher could give his new employers?
A) Separate advertisements to this ethnic subculture are never done and should not be
considered.
B) All promotions to this ethnic subculture should be distinct from promotions to other ethnic
groups.
C) African American children tend to gravitate toward toys and characters that look like them.
D) All promotions to African Americans have to take into account the market’s income, which
has been declining drastically over the last two decades.
E) none of the above
29) Which of the following is true of African Americans in relation to marketing and media?
A) African American adults tend to place a great deal of trust in African American-centric
media.
B) Major advertisers targeting the African American market find specialized agencies to provide
no benefit over general advertising agencies.
C) Personal grooming and food products targeted to African Americans are best advertised
through mass media.
D) African Americans typically spend less time watching television than Caucasians.
E) Few African Americans believe that most advertising is targeted to white people.
30) On a percentage basis, which of the following is the fastest-growing American minority?
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
31) ________ are considered to be largely family oriented, highly industrious, and strongly
driven to achieve a middle-class lifestyle.
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
32) The largest Asian American subsegment is the ________ nationality.
A) Indian
B) Chinese
C) Japanese
D) Korean
E) Vietnamese
33) The subculture that is furthest from being homogeneous is the ________ subculture.
A) African American
B) Hispanic American
C) Asian American
D) Mexican American
E) Pacific Islander
34) ________ are the fastest-growing religious affiliation in America.
A) Roman Catholics
B) Presbyterians
C) Baptists
D) Christians
E) Muslims
35) Protestant denominations, Roman Catholicism, and Judaism are the principal organized
subcultures based on ________.
A) nationality
B) religion
C) age
D) gender
E) geographic location
36) Christmas is the major gift-purchasing season of the year. This corresponds with which type
of subculture?
A) racial
B) ethnic
C) age
D) religious
E) nationality
37) Kosher seals on food items are placed to cater to a(n) ________ subculture.
A) ethnic
B) racial
C) religious
D) nationality
E) geographic location
38) The South and Midwest prefer white soft bread; the East and West coasts prefer firmer
breads. This is an indication that marketers must recognize ________ subcultures.
A) demographic
B) geographic
C) racial
D) ethnic
E) nationality
39) ________ are examples of subcultural categories based on geographic region.
A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teenagers, Generation Xers, and the elderly
40) The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South
and Midwest, is an indication that marketers must research ________ subcultures.
A) demographic
B) geographic
C) racial
D) ethnic
E) religious
41) Which state of the United States has the most love for Reese’s Peanut Butter Cup candy?
A) New York
B) Kansas
C) Boston
D) Chicago
E) Los Angeles
42) In which state in the United States is M&Ms the most preferred candy?
A) New York
B) Georgia
C) Massachusetts
D) Illinois
E) California
43) The availability of ________ has allowed marketers to reallocate resources (e.g. moving
inventory around the country and shifting ad expenditures) geographically in order to increase
the profitability of brands.
A) scanner data
B) topological factors
C) linguistic cues
D) content analysis
E) field observation
44) Generation Y, Generation X, baby boomers, and seniors are four subcultural segments based
on ________.
A) race
B) age
C) gender
D) geographic location
E) religion
45) ________ are examples of subcultural categories based on age.
A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teens, Generation Xers, and older Americans
46) Also known as the “Homeland Generation” and “Digital Natives,” members of the ________
subculture were born between 1997 and today.
A) Generation Z
B) Generation Y
C) Generation X
D) Twixters
E) Baby Boomers
47) Also known as “ECHO BOOMERS” and “MILLENNIALS,” members of the ________
subculture were born between the years 1980 and 1996.
A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Seniors
48) Gen Y individuals are also known as ________.
A) Echo boomers
B) Millennials
C) both A and B
D) Generation X
E) none of the above