Exam 10: Microcultures

Explain the role of microcultures in influencing consumer behavior.Describe two microcultures that influence your consumption behavior.

The social class into which a consumer works his/her way into is referred to as his/her _____ status.

Eve is a brand of jeans named after a style journal for women.The brand conducted a survey recently and found out that men avoided buying Eve jeans as they associated the brand exclusively with women.Which of the following is illustrated through this scenario?

Which of the following is the largest ethnic group in the United States?

Rodeo,a popular animal-riding sport in Texas,draws huge crowds every time it is organized.However,there are others among them who view the sport as encouraging animal cruelty and hence they stage protests to ban this sport.These people come together and form groups to further the cause of safeguarding animals.Such groups are an example of a(n)_____.

Identify the major social classes that have been identified in the United States.What are the difficulties associated with considering class in consumer behavior?

The social class in which a consumer is born into is termed as the consumer's achieved status.

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 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 _____.

Asian-Americans are scattered around the U.S.making it tough for marketers to effectively reach this customer group.

Women are more likely to process information based on the way it is framed and on the categories it evokes.

When Charles married Candace,everyone agreed that it was a match made in heaven.They were both doctors who grew up in the countryside with strong traditional values.Such marriages between people belonging to identical social classes are known as _____.

When a consumer faces a situation involving conflicting expectations based on cultural expectations,he or she is experiencing role conflict.

The Millennials collectively are referred to as the "digital natives."

Businesses dealing with planned retirement communities have become profitable as the Baby Boomer population becomes older.Identify the trend affecting consumer behavior in this scenario.

Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions.

Many young,working couples choose to have just one kid or none at all.These couples hardly have any responsibilities like saving up for children's education or securing children's future.This leaves them with more than enough money to spend on luxury goods.Most of them enjoy high spending power and splurge on a lot of luxurious goods.Which of the following trends is reflected in this scenario?

The "Borderland" region,according to the Nine Nations approach,covers the Northern U.S.states that share a border with Canada.

Traditional advertisements for cookware have always focused on appealing to women consumers.Such advertisements make use of consumer differences arising out of microcultures based on different _____.

Compare and contrast age-based microcultures with generational microcultures.How is this distinction important to marketers?