Chapter 8 Consumer Diversity - Practice Flashcards

Flashcards cover key concepts from Chapter 8 on consumer diversity, including age effects, generational cohorts, sex roles, gender/sexual orientation, regional and cultural differences, ethnic influences, acculturation, and religion in consumer behavior.

How does a consumer's age affect acquisition, consumption, and disposition behavior, and why should marketers consider age influences when planning marketing activities?

Age influences all stages of the consumer life cycle; marketers should tailor activities to different age groups to match their buying patterns and disposal habits.

Who are Millennials (Generation Y) and what are their birth years?

Millennials are individuals born between 1980 and 1994.

What does the term 'Boomerangers' refer to in consumer behavior?

Boomerangers are consumers who move back with their parents after college or after being on their own.

Who is Generation Z, when were they born, and what is their media usage trend?

Generation Z refers to those born in the mid- to late-1990s through the 2010s; they spend more time on electronic devices and less time reading books.

What are the key marketing implications of the teen market?

Brand awareness and loyalty are built early; products help with identity, rebellion, and peer acceptance; teen-focused symbols/language; channels include traditional and social media; use recreation or special events to engage teens.

How can Gen X be reached and what messaging resonates with them?

Gen X can be reached via alternative music radio, cable TV, music publications, concerts and events, the Internet, mobile marketing, and social media; they respond to messages aligned with their values and are skeptical of obvious marketing techniques.

How is Gen X different from Gen Y according to the notes?

Gen X is cynical about obvious marketing techniques and prefers messages that align with their values; reach through the channels listed for Gen X.

Describe Baby Boomers and why they are influential.

Born 1946-1964; about 76 million people; large buying power; labeled the 'sandwich generation'; value individualism and freedom; targeted for cars, housing, travel, entertainment, recreation equipment, motor homes; heavy users of financial services.

What are key characteristics of Seniors (over 65) in processing and susceptibility to advertising?

Women outnumber men; engage in schematic processing due to reduced information processing skills; susceptible to the truth effect.

What market growth and advertising implications pertain to Seniors?

Growing market for health-related products/services and retirement communities; tend to be brand-loyal; perceive ads with positive older role models as credible; value age-friendly shopping environments and service.

What are the main goals of sex roles in advertising and how do men and women process messages differently?

Goals can be agentic (task/achievement) or communal (nurturing); women tend to thoroughly examine a message while men process information selectively; portrayals can provoke different responses.

How are gender and sexual orientation defined, and why do marketers consider them?

Gender is the biological state of being male or female; sexual orientation is preference toward certain behaviors; LGBTQ+ consumers may have different needs and preferences and are targeted across a wide range of offerings.

What is regional clustering and what tools are used to group US regions by consumer characteristics?

Regional variation exists within the US; clustering groups consumers by common characteristics using statistical techniques; tools include PRIZM and Mosaic to create precise clusters.

What are the cross-cultural dimensions that shape regional differences (Individualism vs Collectivism, Horizontal vs Vertical, Masculine vs Feminine)?

Individualism versus collectivism; horizontal versus vertical orientation; masculine versus feminine cultural traits influence consumer behavior.

What is acculturation in ethnic influences on consumer behavior?

Learning to adapt to a new culture by acquiring knowledge, skills, and behavior through modeling, social interaction, and reinforcement.

What is multicultural marketing?

Strategies used to appeal to a variety of cultures at the same time.

How do racism and ethnocentricism relate to acculturation and marketing strategies?

Racism and ethnocentricism can prompt acculturated consumers to avoid products associated with particular ethnic groups; marketers use multicultural marketing to appeal to diverse cultures.

What are the Hispanic consumer categories and how does accommodation theory relate to ads?

Hispanic consumers can be acculturated (mostly English, high assimilation), bicultural (function in either English or Spanish), or traditional (mostly Spanish); accommodation theory guides ad development for Hispanics.

What characterizes African American consumers and how should marketers approach this market?

They seek to preserve cultural identity as incomes rise; they have strong buying power; marketers focus on products for unique needs; they generally have more positive attitudes toward ads than Anglo consumers.

What are key traits of Asian American consumers?

Fastest growing subculture with substantial diversity; strong emphasis on family, tradition, and cooperation; shop frequently and enjoy shopping with friends; prefer brand-name products and are willing to pay for top quality; messages are more effective in native languages.

How does religion influence consumer behavior and marketing strategies?

Religious beliefs shape culture; marketers can segment by religious affiliation, deliver targeted messages, select appropriate media, and show understanding/respect; ads may incorporate religious symbols and themes.

What is regional influence within the United States and why must marketers consider it for targeting?

There is variation in values and lifestyles across regions; clustering tools help identify precise regional targets for marketing.

What does acculturation intensity mean and how does it affect consumption patterns (e.g., among Hispanic consumers)?

Acculturation intensity refers to the level of assimilation and ethnic identification; greater intensity affects consumption patterns and marketing strategies.

What is the 'sandwich generation' and how does it affect Baby Boomer purchasing priorities?

Boomers who balance caregiving for aging parents and supporting their own children, influencing their financial needs and product preferences.

What is the role of PRIZM and Mosaic in regional clustering?

PRIZM and Mosaic are segmentation systems that group areas and neighborhoods into precise consumer clusters based on demographics and lifestyles.