Chapter 4 Consumer Behavior
Maria is analyzing the baby boom generation by describing and explaining their attitudes, values, and behaviors as well as predicting its future, attitudes, values, and behaviors. Maria is conducting a _____ analysis. A) cohort B) generational C) demographic D) census E) cognitive
A
One's position relative to others on one or more dimensions valued by society is known as one's _____. A) societal rank B) social status C) social standing D) social sphere E) social realm
A
Elsie and her two sisters are all in their mid- to late-sixties. They are part of the _____ market. A) boom B) mature C) generational D) gerontological E) aging
B
Generation Y is sometimes referred to as the _____. A) baby bust generation B) echo boom C) boomerangs D) baby boomlet E) step-boomers
B
Individuals born between 1977 and 1994 belong to which generation? A) baby boom B) Generation X C) Generation Y D) Generation Z E) Millennial generation
C
A household's purchasing power is a function of which of the following? A) income and accumulated wealth B) age and gender C) income and education D) occupation and income E) social class and education
A
Age, gender, education, occupation, and income are examples of _____ variables. A) demographic B) holographic C) geographic D) psychographic E) censographics
A
Approximately what percentage of the U.S. population has completed college? A) 27% B) 43% C) 50% D) 75% E) 87%
A
Generation X is also referred to as the _____ generation. A) baby bust B) baby boomlet C) mini baby boom D) echo boom E) boomerang
A
Harold was born in 1923. He entered young adulthood during World War II, and served in the Navy during that war. He has witnessed radical social, economic, and technological change in his lifetime. To which generation does he belong? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
A
Individuals born before 1930 belong to which generation? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
A
Jenny is interested in understanding the behavior of consumers that are classified as working in technical, clerical, or sales occupations. Which of the following products is this group LEAST likely to purchase? A) domestic beer B) cigarettes C) diet colas D) laptop/notebook computers E) all of the above
A
Juan is interested in knowing occupational influences on purchases of laptop computers. Which of the following occupations are most likely to purchase this type of product? A) administrative/managerial B) technical/clerical/sales C) precision/craft D) medical E) construction/laborer
A
Sam is a healthy 75 year old man. He is a retired attorney, has a substantial retirement income, and is a member of several social groups that travel, help others, and encourage life-long learning. Which of the following is most likely true about Sam? A) Sam's cognitive age is less than 75. B) Sam's cognitive age is 75. C) Sam's cognitive age is greater than 75. D) Sam's cognitive age is 50. E) Sam's cognitive age is 85.
A
Which of the following is a segmentation approach to the mature market that incorporates aging processes and life events related to the physical health and mental outlook of older consumers? A) Gerontographics B) Cognitive psychology C) Demographics D) Ageographics E) Censographics
A
Which segment of mature consumers is mentally and physically active, both spouses are generally still alive, has prepared for retirement both financially and psychologically, is basically content and set to enjoy life, has traded down to a smaller home, likes convenience, personal service, and high-tech home appliances, and is a strong market for travel? A) Healthy Indulgers B) Ailing Indulgers C) Ailing Outgoers D) Frail Recluses E) Healthy Hermits
A
Which social class has low incomes and minimal education, may be unemployed for long periods of time, and is the major recipient of government support and services provided by non-profit organizations? A) lower-lower class B) upper-lower class C) working class D) lower-middle class E) middle class
A
Which term describes consumers' purchase and use of automobiles, homes, yachts, clothes, and so forth primarily to demonstrate their great wealth? A) conspicuous consumption B) outrageous consumption C) obnoxious consumption D) nouveaux consumption E) "blue blood" consumption
A
Willie and Harriet, married for over 30 years, are both in their late 60s and are healthy and physically active. They have prepared for retirement both financially and psychologically, have sold their large five bedroom home for a smaller two bedroom condominium, and take group vacations twice a year. To which segment of mature consumers would Willie and Harriet belong? A) Healthy Indulgers B) Ailing Indulgers C) Ailing Outgoers D) Frail Recluses E) Healthy Hermits
A
A hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles is known as a _____. A) social stratum B) social class system C) caste system D) social continuum E) societal ranking
B
A(n) _____ is a group of persons who have experienced a common social, political, historical, and economic environment. A) census age group B) age cohort C) cognitive group D) chronological group E) demographic group
B
Barbara is a great grandmother with a few health problems that require her to live in assisted-living housing. However, she does not let her physical and economic limitations affect her self-esteem. She remains independent, socializes in several seniors' groups, and still likes to remain stylish in her dress. Barbara would be classified as a(n) _____. A) Healthy Hermit B) Ailing Outgoer C) Ailing Hermit D) Frail Recluse E) Healthy Indulger
B
Consumers 55 years of age and over constitute the _____ market. A) baby boom B) mature C) generational D) gerontological E) aging
B
Earl did not complete high school and works as a janitor at two jobs. His income is very low, and he does not possess any skills to help him get a better paying job. Which social class best describes Earl? A) lower-lower class B) upper-lower class C) working class D) lower-middle class E) middle class
B
How did the movie "Bring It On" become a success with teens? A) It was positioned as a movie about cheerleading. B) It was positioned as a contest between a white cheerleading squad from the suburbs and a black squad from the inner city. C) It was positioned as a love story. D) It positioned the cheerleaders as humans. E) It was positioned as a movie about football rivalry.
B
The upper-middle class achieve their social position primarily _____. A) through their unusually high incomes B) by their occupation and career orientation C) through inherited position D) through their children's accomplishments E) none of the above
B
What is the movement called in which companies have expanded opportunities for less affluent consumers to afford luxury? A) mass to class B) class to mass C) more to all D) one for all E) all for one
B
What two basic approaches are used to measure social status? A) primary and secondary measures B) single-item and multi-item indexes C) position and status measures D) income and occupation indexes E) income and education measures
B
Which cohort was born between 1930 and 1945? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
B
Which generation "invented" rock and roll and grew up with music and television as important parts of their lives? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
B
Which of the following is NOT a reason why the population of the United States has grown steadily since 1960? A) longer life expectancies B) increasing birth rate C) immigration D) baby boomers moving through child-bearing years E) all of the above are reasons why the population of the United States has grown
B
Which of the following is NOT a segment of mature consumers? A) Healthy Indulgers B) Ailing Indulgers C) Ailing Outgoers D) Frail Recluses E) Healthy Hermits
B
Which social class consists of individuals who are poorly educated, have very low incomes, and work as unskilled laborers? A) lower-lower class B) upper-lower class C) working class D) lower-middle class E) middle class
B
Xavier was born in 1940. He was too young to remember World War II, and he matured during the prosperous years of the 1950s and early 1960s. His favorite singer was, and still is, Elvis Presley. To which generation does he belong? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
B
_____ deals with the mature market and is based on the theory that people change their outlook on life when they experience major life events such as becoming a grandparent, retiring, losing a spouse, or developing chronic health conditions. A) Demographics B) Gerontographics C) Cognitive psychology D) Cohort analysis E) Generational analysis
B
Amie was born in 1991. Her mother is a college professor, and her father is an attorney. She's not sure what she wants to do when she grows up, but she knows she will go to college and embark on a career of her own. She was amazed when her grandmother told her that women really couldn't do that when she was young. If a woman did work, choices were usually limited to becoming a teacher, a secretary, or a nurse. Her grandmother told her that she was a secretary, but after she started having children, she left the workforce and stayed home to raise her children, which was common for most women at that time. That concept was totally foreign to Amie. To which generation does she belong? A) baby boom B) Generation X C) Generation Y D) Generation Z E) Millennial generation
C
Carl is a physician earning $200,000 per year. Using the Coleman-Rainwater system, identify the social class to which Carl belongs A) upper-upper B) lower-upper C) upper-middle D) middle E) working
C
Erin is 12 years old. While label is appropriate for Erin? A) little kid B) big kid C) tween D) teenager E) young adult
C
Gertrude is 93 years old, but she perceives herself to be about 65 years old. Sixty-five is Gertrude's _____ age. A) felt age B) real age C) cognitive age D) perceptual age E) chronological age
C
James is a widower in good health that lives in the home he and his wife raised their five children. However, he has reacted to his wife's death by becoming withdrawn and feels isolated. He spends much of his time fixing up his house. James is best described as a(n) _____. A) Healthy Indulger B) Ailing Outgoer C) Healthy Hermit D) Frail Recluse E) Ailing Hermit
C
John was born in 1955, and he has only known prosperity in his lifetime. He remembers when President Kennedy was assassinated, primarily because his family purchased their first color television not long after that event. While he remembers the Vietnam War, he was too young to be drafted. To which generation does he belong? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
C
Nouveaux riche is most commonly associated with the _____. A) upper-middle class B) middle class C) lower-upper class D) upper-upper class E) none of the above
C
One's perceived age, a part of one's self-concept, is known as _____. A) felt age B) real age C) cognitive age D) perceptual age E) chronological age
C
People in this group retain their physical health, but life events (i.e., death of a spouse) have reduced their self-concept. They have reacted by becoming withdrawn, and many resent the isolation and the feeling that they are expected to act like old people. They prefer clothing styles that are popular with other seniors and will pay a premium for well-known brands. They tend to stay in homes in which they raised their families, and they are an important part of the do-it-yourself market. Which segment is this? A) Healthy Indulgers B) Ailing Outgoers C) Healthy Hermits D) Frail Recluses E) Ailing Indulgers
C
Placing ads in videogames is known as _____. A) video advertising B) integrated advertising C) advergaming D) message integration E) entertainment integration
C
Robert and his wife, Jan, were both born in the 1950s. The last of their three children will graduate from college soon, which is leaving them with increased discretionary income and time. To which generation do Robert and Jan belong? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
C
The children of the original baby boomers are known as _____. A) the baby bust generation B) Generation X C) Generation Y D) Generation Z E) the Millennial generation
C
What is the approximate population of the United States today? A) 100 million B) 249 million C) 298 million D) 350 million E) 498 million
C
Which generation is NOT part of the mature market? A) pre-Depression B) Depression C) Generation X D) baby boom E) all of the above are part of the mature market
C
Which generation is considered to be more self-centered, individualistic, economically optimistic, skeptical, suspicious of authority, and focused on the present than other generations? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
C
Which generation refers to those individuals born during the dramatic increase of births (i.e., almost 80 million baby births) between the end of World War II and 1964? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
C
Which generation was the first to gain a very broad view of a family, which may include parents, siblings, stepparents, half-siblings, close friends, live-in lovers, and others? A) Depression generation B) baby boom generation C) Generation X D) Generation Y E) Millennials
C
Which is NOT a factor used in the Warner's Index of Status Characteristics (ISC)? A) occupation B) source of income C) education D) house type E) dwelling area
C
Which of the following describe a population in terms of its size, distribution, and structure? A) geographics B) psychographics C) demographics D) censographics E) behaviorgraphics
C
Which of the following is the most widely applied single cue we use to initially evaluate and define individuals we meet? A) age B) income C) occupation D) gender E) education
C
Which of the following is true regarding the size and distribution of the population of the United States? A) The population of the United States is approximately 250 million today. B) The population has grown steadily since 1960 due to increasing birth rates. C) The growth has not been even throughout the United States. D) Midwest states, such as Michigan and Illinois, are expected to grow dramatically in the next ten years. E) The population of the United States has continued to decrease since 1960.
C
Which social class consists of skilled and semiskilled factory, service, and sales workers? A) upper-middle B) middle class C) working class D) upper-lower class E) lower-lower class
C
_____ have experienced health problems which limit their physical abilities and frequently their financial capability. This segment is also a key market for retirement communities and assisted-living housing. While seniors in this group acknowledge their limits, they also maintain a positive self-esteem and seek to get the most out of life. Independence and socializing are important as is remaining stylish in their dress. A) Healthy Hermits B) Ailing Indulgers C) Ailing Outgoers D) Frail Recluses E) Healthy Recluses
C
An estimate by the consumer of how much money he or she has available to spend on nonessentials is known as _____. A) objective discretionary income (ODI) B) adjusted gross income (AGI) C) adjusted discretionary income (ADI) D) subjective discretionary income (SDI) E) subjective gross income (SGI)
D
Buzz is a self-employed construction worker. He is proud of his ability to do "real work" and sees himself as the often-unappreciated backbone of America. He dislikes the upper-middle class and prefers products and stores positioned toward his social-class level. Which term best describes Buzz? A) working-class stiff B) "blue blood" class C) white collar worker D) working-class aristocrat E) no-collar worker
D
For which group of mature consumers is a convenient location of their physician most important? A) Healthy Indulger B) Ailing Outgoer C) Healthy Hermit D) Frail Recluse E) Ailing Hermit
D
Harriett wants to describe the population of a new market in which her firms wishes to enter. She wants to describe the population in terms of its size, distribution, and structure. Which of the following should she use? A) psychographics B) behaviorgraphics C) censographics D) demographics E) geographics
D
Myrtle has accepted her old-age status and has adjusted her lifestyle to reflect her reduced physical capabilities and social role. She focuses on becoming spiritually stronger and tends to stay at home. Which segment best describes Myrtle? A) Healthy Indulger B) Ailing Outgoer C) Healthy Hermit D) Frail Recluse E) Ailing Hermit
D
Nick was born in 1972. As long as he can remember, his mother worked outside the home. When he was 12, his parents divorced, which was hard on him, but the same thing happened to several of his friends. When both of his parents remarried, his view of a family changed to include all of his step-sisters and brothers. To which generation does he belong? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
D
Procter & Gamble is a major consumer packaged goods manufacturer. Which age category provides the greatest opportunity for P&G in terms of growth between 2005 and 2015? A) < 10 B) 20-29 C) 40-49 D) 60-69 E) > 69
D
Roger is an adult that has moved back in with his parents. He doesn't believe in sacrificing time, energy, and relations to the extent he sees older workers do for the sake of career or economic advancement. He has a master's degree but does not want to work for a large corporation. To which generation does Roger most likely belong? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
D
Taitenger is a famous champagne maker in France. Part of this company's market research of U.S. consumers looked at education levels of champagne consumers. What education level is the likely consumer of champagne to have attained? A) did not graduate high school B) graduated high school C) attended college D) graduated college E) none of the above
D
The Martin's household income is $123,000 per year. However, this family estimates that they have $45,000 available to spend on nonessentials such as vacations and entertainment. The $45,000 represents the Martin's _____. A) objective discretionary income (ODI) B) adjusted gross income (AGI) C) adjusted discretionary income (ADI) D) subjective discretionary income (SDI) E) subjective gross income (SGI)
D
The more consistent an individual is on all status dimensions, the greater the degree of _____ for the individual. A) status maturity B) status permanence C) status inflexibility D) status crystallization E) status flexibility
D
This segment of mature consumers has accepted their old-age status and have adjusted their lifestyles to reflect physical reduced capabilities and social roles. They focus on becoming spiritually stronger, tend to stay at home, and are a major market for health care products. Locational convenience is often a critical factor for this group. Which group is this? A) Healthy Indulger B) Ailing Outgoer C) Healthy Hermit D) Frail Recluse E) Ailing Hermit
D
Which age category is expected to experience the largest percentage increase between 2005 and 2015? A) < 10 B) 20-29 C) 40-49 D) 60-69 E) > 69
D
Which generation was born between 1965 and 1976? A) pre-Depression generation B) Depression generation C) baby boom generation D) Generation X E) Generation Y
D
Which of the following is NOT a common single-item index of social class? A) education B) occupation C) income D) age E) all of the above are common single-item indexes of social class
D
Which of the following is strongly associated with occupation? A) income B) education C) age D) a and b E) a, b, and c
D
Which of the following statements regarding education is FALSE? A) Education is increasingly critical for a "family wage" job. B) Traditional high-paying manufacturing jobs that required relatively little education are rapidly disappearing. C) Education clearly drives income in today's economy. D) Education does not influence how one thinks, makes decisions, and relate to others. E) Education has a strong influence on one's tastes and preferences.
D
Approximately what percentage of the U.S. population has a high school degree? A) 25% B) 40% C) 50% D) 75% E) 85%
E
The newest generation born after 1994 is referred to as _____. A) the baby boom generation B) Generation X C) Generation Y D) Generation Z E) Millennials
E
Which of the following is a reason why more baby boomers continue to work longer than previous generations? A) necessary due to a low income of some baby boomers B) necessary due to a poor pension plan C) due to changes in Social Security increasing the age at which full benefits can be drawn D) increased desire to stay active in interesting and rewarding careers E) all of the above
E
Which of the following is a segment of mature consumers? A) Healthy Indulgers B) Ailing Outgoers C) Healthy Hermits D) Frail Recluses E) all of the above
E
Which of the following statements regarding age is true? A) Proper age positioning is critical for many products. B) Age affects a consumer's self-concept and lifestyle. C) Our age shapes the media we use. D) Analyzing age cohort groups or generations often provides more meaningful segments and marketing strategies than merely looking at census age groups. E) all of the above
E
Which of the following variables is associated with cognitive age? A) health B) education C) income D) social support E) all of the above
E
_____ is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors. A) Census analysis B) Demographic analysis C) Generation analysis D) Cognitive analysis E) Cohort analysis
E