49) The globally aware, charitable segment of Millennials that is characterized by a belief that
they can have an impact on the world and make it better is known as ________.
A) Hip-ennials
B) Millennial Moms
C) Anti-Millennials
D) Gadget Gurus
E) Old-School Millennials
50) The comfort-seeking segment of Millennials that does not buy green products and cares
mostly about their businesses and their families is known as ________.
A) Hip-ennials
B) Millennial Moms
C) Anti-Millennials
D) Gadget Gurus
E) Old-School Millennials
51) The independent, self-directed segment of Millennials that would rather meet people in
person than online or through text and reads books instead of blogs is known as ________.
A) Hip-ennials
B) Millennial Moms
C) Anti-Millennials
D) Gadget Gurus
E) Old-School Millennials
52) Which of the following is true of the Generation X market?
A) Generation X members are especially receptive to being singled out and marketed to.
B) Generation X members value salary over job satisfaction.
C) Generation X members freely accept the values of older coworkers.
D) Baby boomer media does not work for Generation X members.
E) Generation X members are likely to neglect their families while striving to secure higher
salaries and career advancement.
53) The largest age subculture is the ________ subculture.
A) Generation X
B) Twixters
C) Generation Y
D) Baby Boomer
E) Senior
54) The term ________ refers to the age segment of the population that was born between 1946
and 1964.
A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Senior
55) Which of the following is true of baby boomers?
A) Baby Boomers are the youngest age cohort in America.
B) Baby Boomers are cynical and do not like to be marketed to.
C) Baby Boomers are consumption oriented.
D) Baby Boomers are set in their ways and unwilling to try new products and services.
E) Echo Boomers are the most sought-after subgroup of Baby Boomers.
56) Yuppies are members of the ________ subculture.
A) Generation X
B) Baby Boomer
C) Senior
D) Generation Y
E) Tween
57) The annual discretionary income of seniors amounts to ________ of the net worth of
American households.
A) 30%
B) 40%
C) 50%
D) 60%
E) 70%
58) What is the longest adult life stage for most consumers?
A) pre-adulthood
B) early adulthood
C) middle adulthood
D) later adulthood
E) post-adulthood
59) Research reveals that for older consumers ________ appears to be more important in
determining consumer behavior than ________.
A) cognitive age; chronological age
B) generational age; chronological age
C) cognitive age; generational age
D) chronological age; cognitive age
E) generational age; cognitive age
60) Within cognitive age, ________ is how old one feels.
A) feel age
B) look age
C) do age
D) interest age
E) chronological age
61) Within cognitive age, ________ is how similar a person’s interests are from those in his or
her age group.
A) feel age
B) look age
C) do age
D) interest age
E) chronological age
62) Which of the following is true of the “elderly”?
A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.
63) Which of the following is true of the “new-age elderly”?
A) They are not innovative.
B) They seek stability and a secure routine.
C) They perceive themselves to be of normal health for their age.
D) They feel life should be dependable and routine.
E) They see themselves as younger than their chronological age.
64) Which of the following is true of gender roles and consumer behavior?
A) Women have traditionally been cast as the providers or breadwinners.
B) Men show superior affect and purchase intention toward ads that are verbal and complex.
C) Women are prone to such shopping motives as uniqueness and assortment seeking, social
interaction, and browsing.
D) Women exhibit superior affect and purchase intention toward ads that are comparative,
simple, and attribute-oriented.
E) Women are less loyal to local merchants than their male counterparts.
65) In the United States, nearly ________% of women over 16 are in the labor force.
A) 30
B) 50
C) 60
D) 72
E) 81
66) When segmenting women who work outside the home, the ________ is single, not
necessarily looking for a husband, aspires to luxury brands, uses social networks for image
management, and sees a wedding as a party (vs. a ritual).
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess
67) When segmenting women who work outside the home, the ________ has a number of
degrees, is trying to evolve an identity that is more than being a wife and a mother, uses clothing
and supplemental products to seek prestige beauty, and spends time with children doing things
that please both the children and herself.
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess
68) When segmenting women who work outside the home, the ________ is older, employed,
moneyed, content, open to and responsive to new technologies, watches more TV than other
working women, and likes newspaper inserts.
A) Plan-to-Work Housewife
B) Independent Woman
C) Just-a-Job Working Woman
D) Mom Achiever
E) Alpha Goddess
69) In the JONES MINI CASE, 60 is Bob’s ________, whereas 75 is Bob’s ________.
A) chronological age; cognitive age
B) cognitive age; generational age
C) generational age; cognitive age
D) cognitive age; chronological age
E) generational age; chronological age
70) In the JONES MINI CASE, which of the following labels best describes the Joneses?
A) traditional elderly
B) new-age elderly
C) old-old
D) stereotypical elderly
E) technophobic elderly
71) In the SMITH MINI CASE, Carl belongs to which of the following age subcultures?
A) Generation X
B) Twixter
C) Generation Y
D) Baby boomers
E) Seniors
72) In the SMITH MINI CASE, the best way for Pinkerton’s to advertise to Carl is through
________.
A) mainstream radio
B) television directed specifically toward African Americans
C) mainstream television
D) mainstream magazines
E) radio directed specifically toward African Americans
73) In the SMITH MINI CASE, if Pinkerton’s chose to send direct mail with different product
features to different consumers based on the region of the country, Pinkerton’s would be
segmenting on the basis of ________ subculture.
A) racial
B) geographic
C) ethnic
D) religious
E) age
74) Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of
the larger society of which they are a subset.
75) When Kohler introduced the Elevance Rising Wall Bath, they were targeting an age
subculture.
76) When marketers single-out a particular subculture that they wish to target, they must often
modify the product to better meet the needs of the targeted consumers and also change the
marketing message to suit the subculture’s values and tastes.
77) Nationality is inconsequential as a subcultural reference that guides what people value and
what they buy.
78) Hispanics have replaced African Americans as the largest minority group in the United
States.
79) Hispanics tend to be members of smaller families, and are more likely to live in an extended
family household.
80) The majority of Hispanic Americans speak only Spanish.
81) The African American subcultural grouping is best described as a single, undifferentiated
market, consisting of consumers who have a uniform set of needs.
82) For products of very broad appeal, such as aspirin or toothpaste, African Americans can
probably be most effectively reached through mass media.
83) Hispanic Americans are the most diverse ethnic group in the United States today.
84) Asian American consumers value quality, often associating quality with well-known upscale
brands.
85) Commonly, consumer behavior is directly affected by religion in terms of products that are
symbolically and ritualistically associated with the celebration of various religious holidays.
86) American Jews have higher levels of brand loyalty and word of mouth than non-Jews.
87) Regional differences in consumption behavior are especially clear when it comes to brand
preferences.
88) Differences in market share across geographic markets may be the result of such factors as
the common marketing practice of putting more merchandising dollars behind markets that sell
more.
89) Baby Boomers are the most diverse American generation ever.
90) The 21-29 year olds who are part of Generation Y are known as Tweens.
91) Early adulthood is the longest adult life stage for most consumers.
92) It is generally accepted that older people’s perceptions of their ages are unimportant in
determining behavior than their chronological ages.
93) Hip-ennials believe they can have an impact on the world and make it better, are aware of
what’s going on globally, give to charity, and search for information regularly.
94) For Generation X, enjoying life and having a lifestyle that provides freedom and flexibility is
more important than salary.
95) Baby Boomers are consumption oriented.
96) Feel age, look age, do age and interest age are different dimensions of chronological age.
97) Men show superior affect and purchase intentions toward ads that are verbal, harmonious,
complex, and category-oriented.
98) The needs of married women who work outside the home differ from those of women who
do not work outside the home.
99) Define the term “subculture.” How do subcultures relate to the common culture of the larger
society of which subcultures are a part?
100) Provide an example of how a marketer might modify their product and/or its positioning to
better meet the needs of targeted consumers and suit the subculture’s values and tastes.
101) How does ancestral pride manifest itself in consumer behavior?
102) How does consumer behavior change among Hispanic consumers as they acculturate?
103) Why is it of importance to marketers to segment the market according to religious
subcultures?
104) What makes the Baby Boomer market so attractive to marketers?
105) Compare Baby Boomers and Generation Xers in terms of attitudes toward brands and price-
quality attitudes.
106) America is aging. What three factors are driving the growth of the elderly population in the
United States?
107) How is the elderly market segmented?
108) How is the working-woman market segmented?