Chapter 10: Microcultures

TRUE/FALSE

  1. (T/F) A microculture is defined as a group of people who share similar values and tastes that are subsumed within a larger culture.
  2. (T/F) When a consumer faces a situation involving conflicting expectations based on cultural expectations, he or she is experiencing role conflict.
  3. (T/F) Consumer groupings are ineffective when microcultures are involved.
  4. (T/F) The “Borderland” region, according to the Nine Nations approach, covers the Northern U.S. states that share a border with Canada.
  5. (T/F) The differences between societal expectations of men and women vary more in Western cultures than they do in Eastern cultures.
  6. (T/F) Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions.
  7. (T/F) 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.
  8. (T/F) The Millennial generation has been referred to as the first “always connected” generation.
  9. (T/F) Relative to the other minority groups, the Hispanic culture is highly educated and highly affluent.
  10. (T/F) Demographics refer to observable, statistical aspects of populations such as age, gender, or income.

MULTIPLE CHOICE

  1. A group of people who share similar values and tastes that are subsumed within a larger culture is defined as a _____.

a. / native culture
b. / macroculture
c. / microculture
d. / global culture
e. / mainstream culture
  1. Randy and Cindy, a married couple who are professionals in the same field, were planning to attend a conference together. However, when their two-year-old daughter fell ill, Randy stayed home to take care of her, while Cindy attended the conference. When Cindy told fellow attendees why her husband could not make it for the conference, they were surprised that she was not the one who stayed back at home as she was the mother. Which of the following is Cindy most likely to have experienced due to the conflicting expectations between being a mother and being a professional?

a. / Expectation divergence
b. / Role conflict
c. / Relational conflict
d. / Cognitive dissonance
e. / Structural conflict
  1. Southerners are distinguished from others by their hospitality as well as their love for tradition. This is an example of difference based on _____ microcultures.

a. / regional
b. / sex-role based
c. / age-based
d. / religious
e. / Street
  1. Which of the following is true about gender differences in making consumer decisions?

a. / Men tend to be more heuristic/intuitive in their processing.
b. / Men tend to process information in a more piecemeal fashion.
c. / Women tend to process information based on the way it is framed.
d. / Women tend to process information based on the categories it evokes.
e. / Men generally tend to make poorer consumer choices than women.
  1. 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) _____ microculture.

a. / regional
b. / age-based
c. / sex-role based
d. / generational
e. / Street
  1. 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. / tribe
b. / cohort
c. / legion
d. / series
e. / Order
  1. 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. Which of the following generational microcultures is Carla most likely to belong?

a. / Baby Boomers
b. / Silent generation
c. / Generation X
d. / Generation Z
e. / Millennials
  1. Carl turned 55-years old in 2012. He retired early from his job as he had enough savings for a good life. Carl belongs to the _____ group.

a. / greatest generation
b. / silent generation
c. / Generation X
d. / Millennials
e. / Baby Boomers
  1. 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 coffee shops that provide WiFi accessibility. She does not own a car as she prefers to walk than drive. She owns a small apartment in an urban area. Stana belongs to the _____ group.

a. / Baby Boomers
b. / Generation X
c. / Generation Z
d. / Millennials
e. / greatest generation
  1. 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. / geographics
b. / demographics
c. / ethnographics
d. / psychographics
e. / orthographics