Exam 9: Microcultures

Randy and Cindy are both professionals in the same field and were planning on attending a conference together. However, their two-year-old daughter got ill, so Randy stayed home to take care of her while Cindy attended the conference. They decided that Cindy should go because she had more responsibilities in the professional organization. When others asked where Randy was, she told them that he stayed home with their sick daughter. People asked why she didn't stay home instead because, after all, she was the mother. What did Cindy most likely feel as a result of these competing expectations between being a mother and being a professional?

Baby Boomer Scenario The oldest of the large Baby Boom generation have reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" According to Statistics Canada, the number of people over the age of 55 that are employed had risen to 39.4% in 2010 from 30.5% only 13 years earlier. One survey in the U.S. found that half of Americans between the ages of 44 and 70 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 term best describes the group who have lived the same major experiences in their lives including The Beatles, the first man on the moon, Terry Fox and the Marathon of Hope, and the fall of the Berlin Wall?

Which term refers to microcultures that grow around phenomena such as sports or music rather than ethnic, income/social class, generational, regional, or religious differences?

Where is the largest group of first-generation Canadians from?

Catholics tend to be more comfortable with material acquisitions than are Protestants.

Baby Boomer Scenario The oldest of the large Baby Boom generation have reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" According to Statistics Canada, the number of people over the age of 55 that are employed had risen to 39.4% in 2010 from 30.5% only 13 years earlier. One survey in the U.S. found that half of Americans between the ages of 44 and 70 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 focuses on the fact that people with similar demographics tend to live close to one another?

People of the same age tend to share many of the same values and develop similar consumer preferences.

In the Islamic religion, the word halal describes the dietary restrictions that prohibit certain foods.

Media are often distinguished easily based on the proportion of male and female customers.

While there are several types of microcultures in Europe, there are only a few in Canada.

By serving the markets that grew up playing in the playgroups and eating Happy Meals, McDonald's has shifted from looking at markets based on their age to one where they are capitalizing on a cohort group.

Travel to any major city in a developed nation and you'll see teenagers with iPod buds stuck in their ears while looking at Facebook; it seems as though teenagers are pretty much the same throughout the developed world. What is the term for this phenomenon?

Which of the following is NOT a major social class identified in Canada?

The differences between societal expectations of men and women vary more in Western cultures than they do in Eastern cultures.

Baby Boomer Scenario The oldest of the large Baby Boom generation have reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" According to Statistics Canada, the number of people over the age of 55 that are employed had risen to 39.4% in 2010 from 30.5% only 13 years earlier. One survey in the U.S. found that half of Americans between the ages of 44 and 70 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 a national literacy campaign to help those who cannot read. Which term refers to this phenomenon of becoming a member of a group as a way to define oneself?

A music company has identified its customer base using the variables age and gender. What has this company performed?

Which sociological term is used to refer to the finding that most marriages comprise people from similar classes?

A microculture is less significant than the overall culture in terms of the potential influence on consumer behaviour.

What was one of the two fastest growing cities in Canada between 2006 and 2011?

How does the PRIZM C2 Database segment consumers?