Exam 10: Microcultures

Men and women make consumer decisions identically.

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 _____.

IMMIGRANT SCENARIO Anita, a second-generation-Asian immigrant, just started college. A self-assured girl, she displays none of the self-conscious traits one usually sees in her parents. Unlike Anita, her parents have had it tough with only enough money to make both ends meet. Till the time Anita was born, they could not afford to live in any of the respectable residential neighborhoods. Some of the neighborhood authorities make it mandatory for aspiring residents to submit details like age, ethnicity, sex, occupation, income, region, religion, and gender. Anita has always seen her parents juggle between two world-views whenever they had to make up their minds as they try to negotiate between a perceived sense of guilt for their native country and a perceived sense of loyalty for the host country. Despite their insistence that she joins an Asian community, Anita joined Delta, a sorority for geometry lovers. She has always been passionate about geometry and her membership to Delta, not only defines her on-campus personality, it makes her 'cool' in front of her other peers. -Refer to Immigrant Scenario.Anita joined Delta,a sorority for geometry lovers.Such sororities are an example of _____.

Stigmatization means that the consumer is marked in some way that indicates their place in society.

Which of the following is true about gender differences in making consumer decisions?

Give some examples of street microcultures in different parts of the world.

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.

Greg is part of a fraternity whose members wear only Polo shirts to college.Greg and his friends have chosen to join it as they wanted to define themselves from other students on campus,and wearing a certain brand of clothing helps them achieve that.Which of the following phenomena best describes the students' decision to join a fraternity to define themselves?

The term subculture is often used to capture much the same idea as microculture.

Generation Z represents young consumers born between 1995 and 2010.

The Jewish Federation implements tzedakah which enables the poor to access products they may not otherwise be able to access.

Which of the following types of analysis develops a profile of a consumer group based on relatively tangible human characteristics such as age,ethnicity,sex,occupation,income,region,religion,and gender?

People who age in the same generation belong to the same cohort.

The reliance on schema-based heuristics in making decisions is known as cognitive _____.

Divergence refers to the phenomenon in which consumers choose membership in microcultures in an effort to stand out or define themselves from the crowd.

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

Louis was born in 1920 and spent four years in the Navy during World War II.He doesn't understand his grandchildren's spending habits because he was always thrifty.Which of the following generational microcultures is Louis most likely to belong?

Describe the six generational microcultures in the United States.

Which of the following is true about the microcultures around the world?

The nine nation approach in segmentation asserts the fact that consumer priorities remain consistent across regions.