Test bank consumer behavior 10e schiffman kanuk chapter 12

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 12 Subcultures and Consumer Behavior
1) In addition to segmenting markets in terms of cultural factors, marketers also segment
societies into smaller ________ that consist of people who are similar in terms of their ethnic
origin, customs and ways of behavior.
A) micromarkets
B) individual markets
C) racial subcultures
D) subcultures
E) microsocieties
Answer: D
Diff: 1 Page Ref: 372
AACSB: Analytic Skills
Skill: Concept
Objective: 12.1: Understand what subculture is and its relationship to culture
2) Nationality, religion, race, and age are examples of sociocultural and demographic variables
upon which ________ are based.
A) societal analysis
B) cross national cultural analysis
C) societal classifications
D) subcultural divisions
E) cultural classifications
Answer: D
Diff: 1 Page Ref: 372
Skill: Application
Objective: 12.1: Understand what subculture is and its relationship to culture
3) Members of a specific ________ possess beliefs, values, and customs that set them apart from
other members of the same society.
A) subculture
B) demographic
C) trait

D) race
E) ideology
Answer: A
Diff: 1 Page Ref: 374
Skill: Concept
Objective: 12.1: Understand what subculture is and its relationship to culture

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4) A distinct cultural group that exists as an identifiable segment within a larger, more complex
society is known as a ________.
A) trait
B) subculture
C) race
D) religion
E) ideology
Answer: B
Diff: 1 Page Ref: 374
Skill: Concept
Objective: 12.1: Understand what subculture is and its relationship to culture
5) When discussing subcultures, it is important to note that each individual could be ________.
A) a member of either the dominant culture or a subculture
B) a member of one subculture only
C) a member of two subcultures only
D) a member of four subcultures at the most
E) a member of many subcultures, as there is no limit
Answer: E
Diff: 2 Page Ref: 374

AACSB: Reflective Thinking
Skill: Concept
Objective: 12.1: Understand what subculture is and its relationship to culture
6) The proportion of non-Hispanic whites in the U.S. population is projected to ________ over
the next several decades.
A) increase
B) decrease
C) diffuse
D) remain at same level
E) dramatically rise
Answer: B
Diff: 3 Page Ref: 375
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
7) Subcultures are ________.
A) mutually exclusive in terms of membership
B) a hindrance to market segmentation
C) dynamic and evolving
D) vastly different in values and beliefs from dominant American culture
E) static
Answer: C
Diff: 2 Page Ref: 375
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
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8) ________ are examples of subcultural categories based on age.
A) Lower, middle, and upper

B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teenagers, Generation Xers, and the elderly
Answer: E
Diff: 1 Page Ref: 375, Table 12.1
AACSB: Analytic Skills
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
9) ________ are examples of subcultural categories based on geographic region.
A) Lower, middle, and upper
B) Greek, Italian, and Russian
C) Eastern, Southern, and Southwestern
D) Female and male
E) Teenagers, Generation Xers, and the elderly
Answer: C
Diff: 1 Page Ref: 375, Table 12.1
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
10) In the United States, more than one in every ________ people is foreign born. This shows
how important nationally subcultures are.
A) 10
B) 20
C) 30
D) 40
E) 50
Answer: A
Diff: 3 Page Ref: 375
AACSB: Analytic Skills
Skill: Concept

Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior

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11) When it comes to consumer behavior, ancestral pride associated with ________ is manifested
most strongly in the consumption of ethnic foods, in travel to the "homeland," and in the
purchase of numerous cultural artifacts.
A) ethnic subcultures
B) nationality subcultures
C) race subcultures
D) religious subcultures
E) gender subcultures
Answer: B
Diff: 2 Page Ref: 375
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
12) The Hispanic American market is an example of which subculture?
A) social class
B) nationality
C) race
D) religious
E) gender
Answer: B
Diff: 2 Page Ref: 376
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
13) Ethnic clothing, art, music, and foreign-language newspapers are examples of ________ that

can be associated with national subcultures.
A) cultural artifacts
B) loyalty drivers
C) ambassadors
D) fixation products
E) cross-cultural bridges
Answer: A
Diff: 3 Page Ref: 375
AACSB: Analytic Skills
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior

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14) Hispanic youths are more fashion conscious and are more likely to seek out and be loyal to
well-known brands than their non-Hispanic counterparts. This is an example of a subcultural
characteristic based on ________.
A) age
B) nationality
C) religion
D) geographic region
E) gender
Answer: B
Diff: 3 Page Ref: 375
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
15) In contrast to other American population segments, Hispanic Americans are ________.
A) more religious

B) more populous
C) more patriotic
D) younger
E) more highly educated
Answer: D
Diff: 2 Page Ref: 376
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
16) Which of the following is true of Hispanic-American households?
A) Hispanic Americans tend to be members of smaller families.
B) Hispanic Americans are less likely to live in an extended family household.
C) Hispanic American households are less likely to contain children.
D) Hispanics spend more time caring for their children.
E) The majority of all Hispanic Americans under the age of 18 living in the United States were
born in Latin America.
Answer: D
Diff: 2 Page Ref: 376
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior

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17) Despite the various countries of origin of Hispanic Americans, this subcultural group can be
considered as a single market based on ________.
A) age
B) nationality
C) geographic location

D) religion
E) language
Answer: E
Diff: 2 Page Ref: 376
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
18) ________ constitute the largest Hispanic subcultural group.
A) Cubans
B) Dominicans
C) Nicaraguans
D) Puerto Ricans
E) Mexicans
Answer: E
Diff: 2 Page Ref: 376
AACSB: Analytic Skills
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
19) In relation to consumer behavior, Hispanic consumers ________.
A) prefer well-established brands
B) traditionally shop at large grocery chains
C) are price- rather than fashion-conscious when it comes to clothing
D) prefer frozen to fresh or prepared food items
E) tend to be impulse buyers.
Answer: A
Diff: 3 Page Ref: 378, Table 12.3
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior

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20) Of the indicators marketers have used to determine who is Hispanic, ________ and
________ indicators are particularly appealing, because they permit consumers to define or label
themselves.
A) Spanish surname; country of origin
B) self-identification; Spanish spoken at home
C) Spanish surname; degree of identification
D) country of family ancestry; Spanish surname
E) self-identification; degree of identification
Answer: E
Diff: 3 Page Ref: 378
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
21) Protestant denominations, Roman Catholicism, and Judaism are the principal organized
subcultures based on ________.
A) nationality
B) religion
C) age
D) gender
E) geographic location
Answer: B
Diff: 1 Page Ref: 382
Skill: Concept
Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer
behavior
22) Christmas is the major gift-purchasing season of the year. This corresponds with which type
of subculture?
A) racial

B) ethnic
C) age
D) religious
E) nationality
Answer: D
Diff: 1 Page Ref: 382
Skill: Application
Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer
behavior

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23) Kosher seals on food items are placed to cater to a(n) ________ subculture.
A) ethnic
B) racial
C) religious
D) nationality
E) geographic location
Answer: C
Diff: 2 Page Ref: 382
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer
behavior
24) The South and Midwest prefer white soft bread; the East and West coasts prefer firmer
breads. This is an indication that marketers must recognize ________ subcultures.
A) demographic
B) geographic

C) racial
D) ethnic
E) nationality
Answer: B
Diff: 1 Page Ref: 382
AACSB: Analytic Skills
Skill: Application
Objective: 12.4: Understand geographic and regional residences as subcultural influences on
consumer behavior
25) The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South
and Midwest, is an indication that marketers must research ________ subcultures.
A) demographic
B) geographic
C) racial
D) ethnic
E) religious
Answer: B
Diff: 1 Page Ref: 383
Skill: Application
Objective: 12.4: Understand geographic and regional residences as subcultural influences on
consumer behavior

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26) Caucasian, African American, Asian American, and American Indian are the major ________
subcultures in the United States.
A) geographic
B) nationality

C) religious
D) racial
E) age
Answer: D
Diff: 1 Page Ref: 384
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
27) ________ consumers currently constitute the second largest minority in the United States.
A) Hispanic
B) Asian Americans
C) Caucasian
D) African American
E) American Indian
Answer: D
Diff: 2 Page Ref: 384
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
28) Which of the following is true of the consumer behavior of African American consumers?
A) African American consumers prefer generic products.
B) African Americans are not brand loyal.
C) African Americans tend to buy high fashions and name brands as "signals of their success."
D) African American teens spend less on clothing and fine jewelry than other U.S. teens.
E) African Americans tend to make fewer trips to the grocery store during the course of the
week.
Answer: C
Diff: 2 Page Ref: 386
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
29) Which of the following subcultures spends more per week on grocery shopping than the rest?

A) African Americans
B) Hispanic Americans
C) Caucasians
D) Asian Americans
E) American Indians
Answer: A
Diff: 3 Page Ref: 386
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
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30) Which of the following is true of African Americans' in relation to marketing and media?
A) African American adults tend to place a great deal of trust in African American-centric media.
B) Major advertisers targeting the African American market find specialized agencies to provide
no benefit over general advertising agencies.
C) Personal grooming and food products targeted to African Americans are best advertised
through mass media.
D) African Americans typically spend less time watching television than Caucasians.
E) Few African Americans believe that most advertising is targeted to white people.
Answer: A
Diff: 3 Page Ref: 387
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
31) On a percentage basis, which of the following is the fastest-growing American minority?
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans

E) Eastern European Americans
Answer: D
Diff: 2 Page Ref: 388
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
32) ________ are considered to be largely family oriented, highly industrious, and strongly
driven to achieve a middle-class lifestyle.
A) African Americans
B) Hispanic Americans
C) Latin Americans
D) Asian Americans
E) Eastern European Americans
Answer: D
Diff: 2 Page Ref: 389
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior

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33) The largest Asian American sub-segment is the ________ nationality.
A) Indian
B) Chinese
C) Japanese
D) Korean
E) Vietnamese
Answer: B
Diff: 2 Page Ref: 388

Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
34) Most Asian Americans live in ________.
A) Chinatowns
B) downtowns.
C) the suburbs
D) apartments
E) rural areas
Answer: C
Diff: 2 Page Ref: 390
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
35) Which of the following is true of Asian Americans?
A) Asian Americans are largely concentrated in rural inhabitants.
B) Fewer Asian Americans have Bachelor's degrees than non Non-Hispanics.
C) Asian Americans are a single, homogeneous ethnic group.
D) Asian Americans are the second-fastest-growing American minority on a percentage basis
E) Asian Americans are largely family oriented.
Answer: E
Diff: 3 Page Ref: 389
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior

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36) Which of the following is true of Asian Americans as consumers?
A) Asian Americans are less likely to own their own businesses than non-Asian American

minorities.
B) Most Asian Americans come from single-income households.
C) Use of Asian American models in advertising is an effective way of reaching the Asian
American market segment.
D) Asian Americans tend to be less computer literate than the general population.
E) Asian American households tend to be more female oriented when it comes to consumption
decisions.
Answer: C
Diff: 3 Page Ref: 390
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
37) The subculture that is furthest from being homogeneous is the ________ subculture.
A) African American
B) Hispanic American
C) Asian American
D) Mexican American
E) Pacific Islander
Answer: C
Diff: 2 Page Ref: 390
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
38) Within the Asian American subculture, ________ Americans prefer ad messages to be in
their native language more than the other groups in that subculture.
A) Japanese
B) Chinese
C) Vietnamese
D) Korean
E) Filipino
Answer: C

Diff: 3 Page Ref: 391
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior

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39) Generation Y, Generation X, baby boomers, and seniors are four subcultural segments based
on ________.
A) race
B) age
C) gender
D) geographic location
E) religion
Answer: B
Diff: 1 Page Ref: 392
Skill: Concept
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
40) Also known as "echo boomers" and the "millennium generation," members of the ________
subculture were born between the years 1977 and 1994.
A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Seniors
Answer: A
Diff: 2 Page Ref: 392
AACSB: Analytic Skills

Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
41) The age subculture that is least likely to read newspapers and does not trust the stores their
parents shop at is the ________ subculture.
A) Baby Boomers
B) Generations X
C) Busters
D) Generation Y
E) Seniors
Answer: D
Diff: 2 Page Ref: 392
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior

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42) Generation X is also known as the ________.
A) slackers
B) tweens
C) yuppies
D) xoomers
E) echo boomers
Answer: A
Diff: 1 Page Ref: 393
Skill: Concept
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
43) Which of the following is true of the Generation X market?

A) Gen Xers are especially receptive to being singled out and marketed to.
B) Gen Xers value salary over job satisfaction.
C) The majority of Gen Xers are married.
D) Gen Xers use the Internet more than any other age cohort.
E) The majority of Gen Xers have earned a college degree.
Answer: D
Diff: 3 Page Ref: 394
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
44) The largest age subculture is the ________ subculture.
A) Generation X
B) Twixters
C) Generation Y
D) Baby Boomer
E) Senior
Answer: D
Diff: 2 Page Ref: 394
AACSB: Analytic Skills
Skill: Concept
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
45) The term ________ refers to the age segment of the population that was born between 1946
and 1964.
A) Generation Y
B) Twixter
C) Generation X
D) Baby Boomer
E) Senior
Answer: D
Diff: 2 Page Ref: 394
Skill: Concept

Objective: 12.6: Understand age as a subcultural influence on consumer behavior

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46) Which of the following is true of baby boomers?
A) Baby boomers are the youngest age cohort in America.
B) Baby boomers are cynical and do not like to be marketed to.
C) Baby boomers are consumption oriented.
D) Baby boomers are more interested in possessions than experiences.
E) Echo boomers are the most sought-after subgroup of baby boomers.
Answer: C
Diff: 3 Page Ref: 395
AACSB: Reflective Thinking
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
47) Yuppies are members of the ________ subculture.
A) Generation X
B) Baby Boomer
C) Senior
D) Generation Y
E) Tween
Answer: B
Diff: 2 Page Ref: 395
Skill: Concept
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
48) Which of the following best describes Baby Boomers?
A) They are value oriented, weighing price-quality relationships.
B) They rebel against image-building hype.

C) They are price oriented, concerned about the cost of individual items.
D) They are focused on conspicuous consumption.
E) They are against branding.
Answer: D
Diff: 3 Page Ref: 396, Table 12.14
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
49) Which of the following best describes Gen Yers?
A) Their purchasing behavior could be described as materialistic.
B) They are focused on conspicuous consumption.
C) Their purchasing behavior could be described as savvy and pragmatic.
D) Their purchasing behavior could be described as narcissistic.
E) They respond positively to image-building hype.
Answer: C
Diff: 3 Page Ref: 396, Table 12.14
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior

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50) Which of the following best describes Gen Xers?
A) They are highly brand loyal.
B) They respond positively to image-building hype.
C) They are value oriented, weighing price-quality relationships.
D) Their purchasing behavior could be described as narcissistic.
E) They are against branding.
Answer: E

Diff: 3 Page Ref: 396
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
51) The annual discretionary income of seniors amounts to ________ of the discretionary
income of the United States.
A) 30%
B) 40%
C) 50%
D) 60%
E) 70%
Answer: C
Diff: 3 Page Ref: 396
Skill: Concept
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
52) Research reveals that for older consumers ________ appears to be more important in
determining consumer behavior than ________.
A) cognitive age; chronological age
B) generational age; chronological age
C) cognitive age; generational age
D) chronological age; cognitive age
E) generational age; cognitive age
Answer: A
Diff: 2 Page Ref: 396
AACSB: Reflective Thinking
Skill: Concept
Objective: 12.6: Understand age as a subcultural influence on consumer behavior

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53) In relation to the Internet, ________.
A) those over 55 are more likely than the average adult to use the Internet to purchase books,
stocks, and computer equipment
B) the majority of seniors are currently using the internet.
C) there are more Internet users under the age of 20 than over the age of 50
D) there is an inverse relationship between the amount of time an older adult spends on the
Internet and the difficulty he or she experiences in leaving the house
E) the majority of seniors on the Internet are accessing chat rooms
Answer: A
Diff: 2 Page Ref: 398
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
54) Which of the following is true of the "traditional elderly"?
A) They are especially knowledgeable and alert customers.
B) They see age as a physical state.
C) They are selectively innovative.
D) They seek new experiences and personal challenges.
E) They feel financially secure.
Answer: B
Diff: 3 Page Ref: 397, Table 12.15
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
55) Which of the following is true of the "new-age elderly"?
A) They are not innovative.
B) They seek stability and a secure routine.
C) They perceive themselves to be of normal health for their age.
D) They feel life should be dependable and routine.
E) They see themselves as younger than their chronological age.
Answer: E

Diff: 3 Page Ref: 397, Table 12.15
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
56) Which of the following is true of gender roles and consumer behavior?
A) Women have traditionally been cast as the providers or breadwinners.
B) Men show superior affect and purchase intention toward ads that are verbal and complex.
C) Women are less likely to purchase online than men.
D) Women exhibit superior affect and purchase intention toward ads that are simple and
attribute-oriented.
E) Competitiveness and neatness have traditionally been considered feminine traits.
Answer: C
Diff: 2 Page Ref: 400
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.7: Understand gender as a subcultural influence on consumer behavior
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57) In the U.S., ________ percent of the women over 16 are working.
A) 30
B) 50
C) 60
D) 72
E) 81
Answer: C
Diff: 3 Page Ref: 400
Skill: Concept
Objective: 12.7: Understand gender as a subcultural influence on consumer behavior
58) In the U.S., ________ percent of all business travelers are women.

A) 10
B) 25
C) 40
D) 50
E) 75
Answer: C
Diff: 3 Page Ref: 400
Skill: Concept
Objective: 12.7: Understand gender as a subcultural influence on consumer behavior
59) Working women accomplish "time economy" in their shopping behavior by ________.
A) shopping more frequently
B) clipping coupons
C) shopping during the weekdays
D) being brand loyal
E) visiting a number of stores rather than being store loyal
Answer: D
Diff: 2 Page Ref: 401
Skill: Application
Objective: 12.7: Understand gender as a subcultural influence on consumer behavior
60) The most popular medium for female audiences is the ________.
A) radio
B) magazine
C) television
D) Internet
E) newspaper
Answer: B
Diff: 2 Page Ref: 401
Skill: Application
Objective: 12.7: Understand gender as a subcultural influence on consumer behavior

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JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60. He enjoys fishing and
golf and recently bought a house in North Carolina so that he could be closer to his
grandchildren. He and his wife, Shirley, have Internet access in their home and, most recently,
used the Internet to purchase a birthday present for their youngest grandchild
61) In the JONES MINI CASE, 60 is Bob's ________, whereas 75 is Bob's ________.
A) chronological age; cognitive age
B) cognitive age; generational age
C) generational age; cognitive age
D) cognitive age; chronological age
E) generational age; chronological age
Answer: D
Diff: 2 Page Ref: 396
Skill: Application
Objective: 11.6: Understand how the impact of culture on consumer behavior is measured
62) In the JONES MINI CASE, Bob is a part of which of the following age cohorts?
A) Generation X
B) Twixter
C) Generation Y
D) Senior
E) Baby Boomer
Answer: D
Diff: 2 Page Ref: 396
Skill: Application
Objective: 11.6: Understand how the impact of culture on consumer behavior is measured
63) In the JONES MINI CASE, Bob's grandchildren are most likely part of which of the
following age cohorts?

A) Generation X
B) Buster
C) Senior
D) Generation Y
E) Baby Boomer
Answer: D
Diff: 2 Page Ref: 392
Skill: Application
Objective: 11.6: Understand how the impact of culture on consumer behavior is measured

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64) In the JONES MINI CASE, as a cognitive age, 60 is Bob's ________.
A) feel age
B) look age
C) do age
D) interest age
E) thought age
Answer: A
Diff: 3 Page Ref: 396
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
65) In the JONES MINI CASE, which of the following labels best describes the Jones'?
A) traditional elderly
B) new-age elderly
C) old-old
D) stereotypical elderly
E) technophobic elderly

Answer: B
Diff: 2 Page Ref: 397, Table 12.15
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic
consumers in order to capitalize on the sizeable Hispanic population in communities
surrounding its stores. SuperMarts in communities with an appreciable Hispanic population
have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and
begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.
SuperMart has also begun an advertising campaign portraying SuperMart as providing the same
products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower
prices and a much wider selection of products.
66) In the GROCERY STORE MINI CASE, SuperMart is trying to draw Hispanic consumers
away from ________, more traditional Hispanic grocery shopping venues.
A) bodegas
B) tendencias
C) haciendas
D) casas comerciales
E) revueltas
Answer: A
Diff: 3 Page Ref: 376
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior

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67) In the GROCERY STORE MINI CASE, SuperMart polled community members in areas
surrounding existing SuperMart stores. Which of the following indicators would be most useful

in identifying Hispanics in those communities?
A) Spanish surname
B) self-identification
C) Spanish spoken at home
D) country of origin
E) country of family ancestry
Answer: B
Diff: 2 Page Ref: 378
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
68) In the GROCERY STORE MINI CASE, in order to reach a majority of Hispanic adults
whose first language is spanish, SuperMart should ________.
A) advertise in English on the radio
B) advertise in English on television
C) advertise in Spanish on television
D) advertise in Spanish in the newspaper
E) advertise in Spanish on billboards
Answer: C
Diff: 3 Page Ref: 379
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
69) In the GROCERY STORE MINI CASE, SuperMart is targeting a(n) ________ subcultural
category of consumers.
A) age
B) geographic
C) nationality
D) social class
E) gender
Answer: C
Diff: 3 Page Ref: 375

Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior

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70) In the GROCERY STORE MINI CASE, which of the following is most likely to appeal to
Hispanics?
A) the availability of store-name or unknown brands
B) large, impersonal SuperMart grocery stores
C) the wide selection of frozen and prepared items offered at SuperMart
D) cents-off coupons on well-known brands
E) a store lay-out geared toward impulse buyers
Answer: D
Diff: 3 Page Ref: 378, Table 12.3
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
SMITH MINI CASE: Carl Smith is a 37 year-old, Baptist, African American living in Louisiana.
He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's
is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers.
Carl recently received direct-mail advertising from a Pinkerton's urging him to purchase his
holiday decorations before the season rush starts.
71) In the SMITH MINI CASE, Carl belongs to which of the following age subcultures?
A) Generation X
B) Twixter
C) Generation Y
D) Baby boomers
E) Seniors
Answer: A

Diff: 2 Page Ref: 394
Skill: Application
Objective: 12.6: Understand age as a subcultural influence on consumer behavior
72) In the SMITH MINI CASE, the best way for Pinkerton's to advertise to Carl is through
________.
A) mainstream radio
B) television directed specifically toward African Americans
C) main stream television
D) mainstream magazines
E) radio directed specifically toward African Americans
Answer: B
Diff: 3 Page Ref: 388
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior

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73) In the SMITH MINI CASE, which of the following things can Pinkerton's do to attract more
African American consumers?
A) sell more generic products
B) give back to the Black Community
C) eliminate the grocery section of the store
D) expand the selection of clothing and jewelry on sale
E) advertise in Spanish
Answer: B
Diff: 3 Page Ref: 386
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior

74) In the SMITH MINI CASE, Pinkerton's direct-mail advertisement is targeting Carl based on
Carl's ________ subculture membership.
A) racial
B) religious
C) ethnic
D) gender
E) age
Answer: B
Diff: 2 Page Ref: 382
Skill: Application
Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer
behavior
75) In the SMITH MINI CASE, if Pinkerton's chose to send direct mail with different product
features to different consumers based on the region of the country, Pinkerton's would be
segmenting on the basis of ________ subculture.
A) racial
B) geographic
C) ethnic
D) religious
E) age
Answer: B
Diff: 2 Page Ref: 382
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
76) Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of
the larger society of which they are a subset.
Answer: FALSE
Diff: 2 Page Ref: 374
Skill: Concept
Objective: 12.1: Understand what subculture is and its relationship to culture

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77) Each American is, in large part, a product of the "American way of life." Each American,
however, is at the same time a member of various subcultures.
Answer: TRUE
Diff: 2 Page Ref: 374
Skill: Concept
Objective: 12.1: Understand what subculture is and its relationship to culture
78) Nationality is inconsequential as a subcultural reference that guides what people value and
what they buy.
Answer: FALSE
Diff: 1 Page Ref: 375
AACSB: Reflective Thinking
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
79) Hispanics have replaced African Americans as the largest minority group in the United
States.
Answer: TRUE
Diff: 1 Page Ref: 376
Skill: Concept
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
80) Hispanics tend to be members of smaller families, and are more likely to live in an extended
family household.
Answer: FALSE
Diff: 2 Page Ref: 376
AACSB: Multicultural and Diversity
Skill: Application

Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
81) The majority of Hispanic Americans speak only Spanish.
Answer: FALSE
Diff: 2 Page Ref: 376
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.2: Understand nationality as a subcultural influence on consumer behavior
82) Commonly, consumer behavior is directly affected by religion in terms of products that are
symbolically and ritualistically associated with the celebration of various religious holidays.
Answer: TRUE
Diff: 2 Page Ref: 382
Skill: Concept
Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer
behavior

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83) Jews consume the majority of Kosher food.
Answer: FALSE
Diff: 2 Page Ref: 382
AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.3: Understand religious affiliation as a subcultural influence on consumer
behavior
84) Regional differences in consumption behavior are especially clear when it comes to food and
drink, but rarely appear as brand preferences.
Answer: FALSE
Diff: 1 Page Ref: 383

AACSB: Multicultural and Diversity
Skill: Application
Objective: 12.4: Understand geographic and regional residences as subcultural influences on
consumer behavior
85) The African American subcultural grouping is best described as a single, undifferentiated
market, consisting of consumers who have a uniform set of needs.
Answer: FALSE
Diff: 1 Page Ref: 385
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
86) For products of very broad appeal, such as aspirin or toothpaste, African Americans can
probably be most effectively reached through mass media.
Answer: TRUE
Diff: 2 Page Ref: 387
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
87) Hispanic Americans are the most diverse ethnic group in the United States today.
Answer: FALSE
Diff: 2 Page Ref: 388
Skill: Concept
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior
88) Asian American consumers value quality, often associating quality with well-known upscale
brands.
Answer: TRUE
Diff: 2 Page Ref: 390
Skill: Application
Objective: 12.5: Understand racial identity as a subcultural influence on consumer behavior

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