Chapter 12

Question 1

How age affects consumer behavior:

Marketers often segment consumers by age. Four major age cohorts being targeted by marketers:

Answer 1

Teens and millenials (Gen Y): teens shop more frequently than consumers in other segments

Generation X

Baby boomer: this group has a lot of buying power

Seniors: Less likely to search for information and more likely to have difficulty remembering information and making more complex decisions

Question 2

How gender and sexual orientation affect consumer behavior:
Agentic goals

Answer 2

Are goals that stress mastery, self-assertiveness, self-efficacy, strength and no emotion

Question 3

Communal goals (How gender and sexual orientation affect consumer behavior)

Answer 3

Goals that stress affiliation and fostering harmonious relations with others, submissiveness, emotionality and home orientation

Question 4

Masculine individuals tend to

Answer 4

Display more male oriented traits regardless of actual gender

Question 5

Sexual orientation

Answer 5

Reflect a persons preference toward certain behaviors. Sexual orientations are important because they can influence consumers preferences and behavior

Question 6

The ways in which cultures differ can affect how consumers think and behave. These differences can be viewed along three main dimensions

Answer 6

Individualism vs collectivism

Horizontal vs vertical orientation

Masculine vs feminine

Question 7

Individualism vs collectivism (how reional influences affect consumer behavior)

Answer 7

Consumers from cultures high in individualism put more emphasis on themselves as individuals than as a part of the group; consumers from cultures high in collecctivism emphasize connection to others rather than their own individuality

Question 8

Horizontal vs vertical orientation (how reional influences affect consumer behavior)

Answer 8

Consumers from cultures with a horizontal oreintation value equally, wheras consumers from cultures with a vertical oreintation put more emphasis on hierarchy

Question 9

Masculine vs feminine (how reional influences affect consumer behavior)

Answer 9

Consumers from masculine cultures tend to be more aggressive and focused on individual advancement; consumers from feminine cultures tend to be more concerned with social relationships

Question 10

Ethnic groups

Answer 10

Are subcultures with similar heritage and value

Question 11

Acculturation

Answer 11

describes the process of learning how to adapt to a new culture

Question 12

Multicultural marketing

Answer 12

Refers tot he use of strategies used to appeal to a variety of cultures at the same time

Question 13

Intensity of ethnic identification

Answer 13

how strongly people identify with their ethnic group.

Consumers who strongly identify with thier ethnic group and are less acculturated into the mainstream culture are more likely to exhibit the consumption patterns of the ethnic groups