Exam 9: Microcultures

What term means that the consumer is marked in some way that indicates their place in society?

One notable trend in the United States is increasing consumer affluence.

BABY BOOMER SCENARIO The oldest of the large Baby Boom generation has reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" One survey found that half of Americans between the ages of 44 and 50 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boom generation. -Refer to Baby Boomer Scenario. Which type of microculture best describes all Baby Boomers?

America is sometimes referred to as a melting pot because it is a land filled with people from a wide range of ethnic backgrounds.

Generation X was born between 1982 and 1995.

Name and describe the four main generational microcultures in the United States and discuss how this microculture influences consumers' behavior.

BABY BOOMER SCENARIO The oldest of the large Baby Boom generation has reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" One survey found that half of Americans between the ages of 44 and 50 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boom generation. -Refer to Baby Boomer Scenario. Some Baby Boomers want to get involved with social causes as a way to define themselves. For example, an individual might get involved in the National Literacy Campaign to help those who cannot read. Becoming a member of this group as a way to define oneself is a phenomenon known as _____.

Canebrake is a neighborhood in which most families have household incomes over $100,000 and include at least one professional in the household, such as a doctor, lawyer, banker, or business owner. The fact that people of similar socioeconomic status tend to live in this neighborhood is an example of _____.

BABY BOOMER SCENARIO The oldest of the large Baby Boom generation has reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" One survey found that half of Americans between the ages of 44 and 50 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boom generation. -Refer to Baby Boomer Scenario. Many retiring Baby Boomers are choosing to live in planned retirement communities that allow them to continue an active lifestyle. Which type of research is based on the fact that people with similar demographics tend to live close to one another?

Which generation was born between 1965 1966 and 1980?

Consumers use products or objects, called status symbols, to signal their place in society.

Which term refers to the reliance on schema-based heuristics in making decisions?

Culture is hierarchical.

Sociologists studying societies throughout the world find instances where some people live in luxury, while others closeby live in absolute poverty. This division of society into classes that have unequal access to scarce and valuable resources is referred to as _____.

One company has identified its customer base using variables such as age, gender, and occupation. What type of analysis has this company performed?

A group of students who start elementary school together and go through school together are called a(n) _____.

Other countries besides the United States have microcultures.

The term homogamy refers to mental and cognitive structures through which individuals perceive the world based largely on their standing in a social class.

_____ refer to the societal expectations for men and women among members of a cultural group.

The best approach to marketing to Hispanic consumers in the United States is to present advertisements in Spanish.