Exam 10: Microcultures

When a consumer faces a situation involving conflicting expectations based on cultural expectations,he or she is said to be experiencing _____ conflict.

When a consumer is marked in some way that indicates their place in society,it is referred to as _____.

Men tend to process information in a more piecemeal fashion than women.

Microcultures are local phenomena and are confined to a specific region.

Jane had very few friends in school until she joined Techno-buzz,a group for technology enthusiasts.She felt a sense of belongingness with the group and met other members with whom she shared many common interests.This is an example of belonging to a _____.

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.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.Such residences are affordable for certain groups in society,while they are unaffordable for certain others.This categorization of people as "those who can afford" and "those who cannot afford" can best be described as social _____.

The phenomenon in which consumers often choose membership in microcultures in an effort to stand out or define themselves from the crowd is called _____.

A group of people who have lived the same major experiences in their life with the experiences shaping their core values is referred to as a(n)_____.

Generations provide a good basis for marketing segments because the consumer's age identifies their generation.

The varying ethnicities of consumers in the U.S.have no effect on their consumption patterns.

Social stratification can be defined as the division of society into classes that have unequal access to scarce and valuable resources.

Which of the following terms is used to describe immigrants as they face decisions and form preferences based on their old or new cultures?

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

Chicago is famous for its mouth-watering hot dogs where the hot dog is either steamed or simmered in water.This hot dog is unlike any other found in the rest of the country.This is an example of culinary difference arising out of different _____ microcultures.

When consumers work their way into a class,it is termed as their ascribed status.

Consumer groupings are ineffective when microcultures are involved.

In sociology,a marriage that is comprised of people from similar classes is referred to as _____.

Culture explains the habits and idiosyncrasies of all groups of consumers.

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.

Most men hate shopping for clothes and use product price as an indicator for quality.Many believe expensive products as a guarantee for good quality.In making a buying decision based on price-quality heuristic,the consumer is making use of _____.