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Chapter 06
The American Society: Families and Households
Multiple Choice Questions
1. New research by NPD Group uncovered several important aspects relating to the kids' market,
including
A. top spending categories are cosmetics and outdoor merchandise.

B. the main diver of spending on kids is household income.
C. children's influence on purchases is strong for 30 percent of mothers.
D. gender does not influence amount spent except in two cases—apparel for girls and video
games for boys.
E. brands are important in all categories, while style and look were important in some categories.
2. What is the basic consumption unit for most consumer goods?
A. organization
B. household
C. individual
D. husband
E. wife
3. Which of the following is a household factor that influences purchase and consumption behavior?
A. structure of household unit

B. stage of the household life cycle
C. household decision process
D. a and b
E. a, b, and c
4. According to the Census Bureau, all the people who occupy a housing unit is defined as a
_____.
A. buying unit
B. blended family
C. family household
D. household
E. traditional family
5. Sarah and her three roommates share an apartment. According to the Census Bureau, Sarah
and her roommates constitute a _____.
A. family
B. nontraditional family
C. subculture
D. blended family
E. household
6. A _____ has at least two members related by birth, marriage, or adoption, one of whom is the
householder (i.e., the one who owns or rents the residence).
A. family household
B. blended family household
C. consumption unit
D. household
E. nontraditional family household
7. John and Dawn have been married for over twenty years. They have lived in their home in
Northville, MI (a suburb of Detroit) with their three children for most of those years. According to
the Census Bureau, which type of household do they live in?
A. suburban household
B. urban household
C. rural household
D. blended family household
E. family household
8. According to the Census Bureau, a _____ household is a householder living alone or exclusively
with others to whom he or she is not related.
A. family
B. nonfamily
C. traditional
D. blended
E. consumption
9. Eric and Elizabeth live together in the same apartment but are not married. According to the
Census Bureau, which type of household do they represent?
A. family household
B. blended household
C. nonfamily household
D. nontraditional household
E. nonconformist household
10. Which type of family consists of a married couple, one or both of whom were previously married,
their children, and the children from the previous marriage of one or both parents?
A. nontraditional family
B. traditional family
D. stepfamily
E. combination family
11. Ashley and her husband just had their first child. Ashley was married previously, and her two
young children from that marriage also live with Ashley and her current husband. Which type of
family is this?
C. multigenerational family
D. secondary family
E. stepfamily
12. Which type of family consists of a married couple and their own or adopted children living at
home?
C. blended family
D. stepfamily
13. Barry and Laurie have been married for almost twenty years, and this is the first marriage for both
of them. They have two children living at home. Which type of family is this?
C. blended family
D. stepfamily
14. Which of the following is NOT a reason for the decline in traditional families?
A. an increase in single parent households as a result of divorce

B. an increase in single individuals as the median age of marriage is delayed
C. an increase in sole survivors as our population ages
D. a change in the way the Census Bureau has defined "traditional family"
E. all of the above are reasons for the decline in traditional families
15. Which of the following is not a reason why multigenerational families offer opportunities and
challenges for marketers?
A. some members are caregivers to family members or friends

B. several generations might live in one household
C. some members are less technologically proficient
D. they are not easy to identify and reach
E. all of the above offer opportunities and challenges
16. Janet is a 60 year old secretary with a retired husband and 30 year old unemployed son who lives
at home. Janet's 90 year old widowed mother May, who is disabled, has lived with the family for
six years. May's Social Security and Medicare do not adequately cover her living and medical
expenses. Which type of family is represented here?
A. multigenerational family
B. stepfamily
C. traditional family
D. non-traditional family
E. senior family
17. Most families pass through an orderly progression of stages, each with its own characteristics,
financial situation, and purchasing patterns, which is the basic assumption underlying the _____
approach.
A. household life cycle (HLC)

B. product life cycle (PLC)
C. brand life cycle (BLC)
D. inevitable cycle (IC)
E. predictable cycle (PC)
18. Stages of the household life cycle are based on ____.
A. age of the adult members

B. marital status of the adult members
C. presence of children
D. age of children
E. all of the above
19. Which of the following is considered a "Younger" (i.e., < 35) stage of the household life cycle?
A. Single parent II
B. Single II
C. Single III
D. Full nest I
E. Empty nest I
20. Which of the following is NOT considered a "Middle-aged" (i.e., 35-64) stage of the household life
cycle?
A. Single II
B. Full nest II
C. Delayed full nest I
D. Single parent II
E. Empty nest II
21. Which of the following is considered an "Older" (i.e., > 64) stage of the household life cycle?
A. Single II
B. Delayed full nest I
C. Single III
D. Single parent II
E. Empty nest I
22. Which HLC group is basically the unmarried members of the Generation Yers?
A. Single I
B. Single II
C. Single III
D. Single X/Y
E. Empty nest
23. Forty-eight percent of females classified as "Single I" _____.
A. live alone
B. live with parent(s)
C. live with others
D. are divorced
E. are engaged to be married
24. Mike is a 23 year old recent college graduate and is starting his career as a pharmaceutical sales
representative. He will be living in an extended-stay hotel in the city where he will undergo
training, but once he finishes that, he plans on renting a nice apartment with a friend of his from
college. He also wants to purchase a sports car and save money for a ski vacation next year. To
which stage of the household life cycle does Mike belong?
A. Single I
B. Single II
C. Beginning
D. Introduction
E. Growth
25. Julie and Bart are both in their late 20s and recently married. They have no children and are
learning how to make joint decisions. Recent purchase/service decisions were related to
household furnishings, a washer and dryer, and insurance coverage. Which stage of the
household life cycle are they experiencing?
A. young married
B. full nest
C. empty nest
D. introduction
E. growth
26. When a couple has children, expenditures on which of the following do NOT usually decrease?
A. alcoholic beverages
B. meals out
C. health care
D. personal care products
E. adult apparel
27. Stacy and Adam have just had their first child, and they hope to have two more. They can expect
expenditures on which of the following to increase?
A. meals out
B. education
C. personal care products
D. food at home
E. alcoholic beverages
28. Roughly what percentage of children are born to unmarried mothers, a percentage that has risen
by thirteen percentage points since 1990?
A. 10
B. 25
C. 40
D. 50
E. 66
29. While roughly 40 percent of children are born to unmarried mothers, this may not be an accurate
representation of the situation. A more accurate representation of the situation may be gained by
looking at the percentage of American households that are single-parent families. What is that
percentage?
A. 2 percent
B. 5 percent
C. 9 percent
D. 14 percent
E. 21 percent
30. Which stage of the household life cycle is made up of people between the ages of 35 and 64 who
have never married and those who are divorced and have no child-rearing responsibilities?
A. middle-aged single (or single II)

B. middle-aged childless
C. empty nest I
D. empty nest II
E. single III
31. Bobbie is 47 years old, has never been married, and does not have any children of her own. She
lives alone and doesn't like to cook because most recipes feed more than one person. She can
only eat so many leftovers, and she usually forgets about it if she freezes to eat at a later date. So
she purchases frozen dinners and canned food that come in single servings. To which stage of
the household life cycle does Bobbie belong?

B. middle-aged empty nest
C. empty nest I
D. empty nest II
E. single III
32. Which of the following is NOT a description of the household life cycle stage known as "Empty
Nest I: Middle-Aged with No Children"?
A. married couples who have never had children

B. second marriages in which children from a first marriage are not living with the parent
C. married couples whose children have left home
D. married couples who have adopted children who are still living at home
E. all of the above are characteristics of this household life cycle stage
33. Tony and Katie are in their 50s, and both have careers that keep them very busy. However, their
children are grown, so they have more free time and money than they used to have. Which type
of product or service are they likely to spend LESS money on than they have in the past?
A. food at home
B. expensive vacations
C. meals out
D. house-cleaning
E. luxury cars
34. The trend toward later marriage and children has resulted in which of the following?
A. Over 80 percent of all married couples with children under 18 now fall into the middle age HLC
categories of delayed full nest I and full nest II.
B. Now, 71 percent of all married couples with children under 18 fall into the middle age HLC
C. Now, the empty nest I HLC category does not begin until married couples are over 64 years
old.
D. The stage of the HLC labeled empty nest I no longer exists.
E. Now, 71 percent of all married couples do not experience the empty nest II stage of the HLC.
35. What is a major difference between delayed full nest I and younger new parents?
A. the number of children

B. income
C. education
D. commitment
E. years married
36. Sheila and Jim are both professionals in their late 30s and have two children under the age of
five. Which stage of the household life cycle are they in?
A. young married
B. full nest I
C. full nest II
D. delayed full nest I
E. laggards
37. What is a major difference between the full nest II and delayed full nest I stages of the household
life cycle?
A. income
B. age of the parents
C. age of the children
D. number of children
E. years married
38. Teresa and John are both in their 40s and have two children living at home. Their daughter, Erin,
is 14 years old, and their son, Stephen, is 11 years old. To which stage of the household life cycle
do they belong?
A. young married
B. full nest I
C. full nest II
E. laggards
39. Teri and Ed are in their 40s, are childless, and were married for 15 years but are now divorced.
However, Teri has always wanted children, so she adopted a daughter, who is now two years old.
To which stage of the household life cycle do Teri and her daughter belong?
A. single parent I
B. divorced parent I
C. single parent II
D. full nest I
E. delayed full nest I
40. Consumers in which stage of the household life cycle are over 64 years of age, are either fully or
partially retired, are healthy, active, and often financially well-off, and are a big market for RVs,
cruises, and second homes?
A. single I
B. single II
C. empty nest I
D. empty nest II
E. delayed empty nest
41. Ray is retired, and he and his wife are both in their late 60s. They are healthy, active, and
financially well-off. They purchased an RV and plan to travel to all of the continental United
States. Which stage of the household life cycle describes them?
A. childless
B. jobless
C. retired
D. empty nest I
E. empty nest II
42. Consumers who are single due to the death of a spouse are labeled _____.
A. "single by death"
B. "single by choice"
C. "single by circumstance"
D. "single again"
E. "unwillingly single"
43. Barbara is 72 years old and has been a widow for almost three years. She would be labeled
_____.
D. "single again"
44. Research suggests that older singles that are single by circumstance (i.e., death of a spouse) will
_____.
A. be less innovative
B. be more risk averse
C. be more price sensitive
D. engage in coping behaviors such as spending more time watching television
E. all of the above
45. The vertical axis in the HLC/occupational category matrix represents _____, which determines
the problems the household will likely encounter.
A. a set of occupational categories

B. the number of children in the household
C. the household income
D. the stage in the household life cycle
E. current economic conditions
46. The horizontal axis in the HLC/occupational category matrix represents _____, which provides a
range of acceptable solutions.

D. stage in the household life cycle
47. _____ is the process by which decisions that directly or indirectly involve two or more family
members are made.
A. Household decision making

B. Consumer decision making
C. Family decision making
D. Joint decision making
E. Group decision making
48. A family purchase decision differs from an organizational decision in _____.
A. the level of emotion involved

B. the involvement of multiple people in the decision
C. the absence of time pressure
D. the fact that different people play different roles in the purchase
E. all of the above
49. Which of the following is a family purchase role?
A. initiator
B. information gatherer
C. user
D. purchaser
E. all of the above
50. The family member who first recognizes a need or starts the purchase process is known as the
_____.
A. initiator
C. influencer
D. decision maker
E. user
51. Stan has noticed that his car is not working properly and that it is getting expensive to repair.
Thus, he gathered his family together to discuss the purchase of a new automobile. In terms of
family purchase roles, which one best describes Stan's actions?
A. initiator
C. influencer
D. decision maker
E. user
52. While Katie and Matthew are the children in the family, they do influence the alternatives
considered for their family's summer vacation. What role do Katie and Matthew play in this family
decision?
A. initiators
B. information gatherers
C. influencers
D. decision makers
E. purchasers
53. Which family purchase role is played by the individual(s) who makes the final decision?
A. initiator
C. influencer
D. decision maker
E. user
54. Bob is in the 6th grade. His family does not own a computer, and he really needs one to do his
homework. He also wants one so he can play some of the games he hears his friends talking
about. His parents realize that he needs a computer, but they really have no need for one and
probably will never use it. Since they don't know much about computers, they are letting Bob do
all the research and asked him to find the options that will meet his needs. However, his parents
are the ones who will make the final decision on how much to spend and which computer to
purchase. In terms of the family purchase roles, which role do Bob's parents play?
A. initiator
C. influencer
D. decision maker
E. user
55. What family purchase role is played by the individual who actually purchases the product the
family has decided upon?
A. initiator
C. influencer
D. decision maker
E. purchaser
56. While the entire family is usually involved in major purchase decisions, Lisa is the one who
usually makes the actual purchase. What family purchase role does Lisa play?
A. initiator
C. influencer
D. decision maker
E. purchaser
57. Carla and John are both children, but they use their family's electronic equipment such as TVs,
DVD players, and stereo equipment. They did not play much of a role in the purchase decision on
which brands to buy, but their parents did consider their needs when deciding on which products
and brands to purchase. In terms of family purchase roles, what role do these children play?
A. initiator
C. influencer
D. user
E. c and d
58. Which of the following are ways to categorize family decision making?
A. husband-dominant
B. wife-dominant
C. individualized
D. child-dominant
E. all of the above
59. Hank and Carol have been married for over 20 years, and in that time they have purchased six
automobiles. Hank is the one who usually does all the research and decides what they can afford,
while Carol just gets involved when it's time to decide among a few alternatives, and she really
only cares about the comfort and styling. Which of the following category of family decision
making does this illustrate?
A. husband-dominant
B. wife-dominant
C. individualized
D. single role
E. dual role
60. Families considering the purchase of products such as a house, furniture, or a vacation, typically
use which type of family decision making?
A. husband-dominant
B. wife-dominant
C. individualized
D. joint
E. child-dominant
61. Which of the following statements is true regarding the nature of family purchases and the roles
played by various family members?
A. Individuals tend to play the same role for all decisions.

B. All family members tend to be involved in every stage of the decision process.
C. Over time, each spouse develops more specialized roles as a part of the family lifestyle and
family responsibilities.
D. Individual family members play only a single role in a given purchase decision.
E. The stage of the decision process does not influence decision roles.
62. Which of the following can influence how family members interact in a purchase decision?
A. culture or subculture in which the family exists

B. role specialization of different family members
C. degree of involvement each has in the product area of concern
D. personal characteristics of the family members
E. all of the above
63. Hispanics who identify most strongly with their Hispanic subcultures are most likely to engage in
_____.
A. wife-dominated decisions
B. husband-dominated decisions
C. joint decisions
D. child-dominated decisions
E. none of the above
64. Regarding the balance of family purchase roles, which of the following traditionally male
dominated categories is/are tipping toward the wife?
A. TV remote control
B. household finances
C. family weekend activities
D. a and b
E. all of the above
65. The teen Internet maven's primary role is as _____.
A. initiator
C. decision maker
D. purchaser
E. user
66. Which of the following is a characteristic of teens called "Internet mavens"?
A. greater enjoyment and interest in the Internet in general

B. greater knowledge about the Web-based marketplace
C. more expertise in searching out and finding information and resources on the Web
D. greater enjoyment and desire to help others by providing information found on the Web
E. all of the above
67. Todd is fifteen years old and really enjoys using the Internet. Compared to his friends and family,
he has greater knowledge about the Web-based marketplace, has more expertise in searching
out and finding information and resources on the Web, and really enjoys helping others by
providing information found on the Web. Todd is called a(n) _____.
A. techie
B. Internet maven
C. geek
D. market maven
E. Internet browser
68. Which of the following is NOT a basic approach that individuals in a family use to resolve
purchase conflicts after they have arisen?
A. bargaining
B. use of authority
C. physical force
D. playing on emotion
E. reasoning
69. Karen and her kids were hungry and were trying to decide where to eat for dinner. After several
minutes of bickering, Karen decided where they were going to go. Her children balked at her
decision and asked why she got to decide, and she said, "Because I'm your mother and I said
so!" Which approach did Karen use to resolve this family conflict?
A. bargaining
B. use of authority
C. impression management
E. reasoning
70. Which approach to conflict resolution misrepresents the facts in order to win?
A. bargaining
B. use of authority
E. reasoning
71. Which of these categories is NOT part of the content of consumer learning?
A. consumer skills
B. learning skills
C. consumption-related preferences
D. consumption-related attitudes
E. all of the above are part of the content of consumer learning
72. The process in which young people acquire skills, knowledge, and attitudes relevant to their
functioning as consumers in the marketplaces is known as _____.
A. consumer education
B. consumer socialization
C. consumer programming
D. consumer research
E. consumer acclimation
73. Which of the following refers to what children learn with respect to consumption?
A. the process of consumer socialization

B. the rate of consumer socialization
C. the impact of consumer socialization
D. the content of consumer socialization
E. the influence of consumer socialization
74. Which of the following refers to how children learn with respect to consumption?

75. A major basis for concern about marketing to children is their inability to fully process and
understand commercial messages. Much of the theory and research in this area is based on
_____.
A. Asche's diffusion theory

B. Weber's intellect enhancement theory
C. Piaget's stages of cognitive development
D. Pavlov's process acquisition stages
76. In children's information processing, the period of concrete operations is characterized by _____.
A. an absence of conceptual thought

B. the development of language
C. the development of the ability to apply logical thought to concrete problems
D. the development of the ability to apply logic to all types of problems
77. In children's information processing, the period of sensorimotor intelligence is characterized by
_____.

78. In children's information processing, the period of preoperational thought is characterized by

_____.

79. In children's information processing, the period of formal operations is characterized by _____.

80. Those capabilities necessary for purchases to occur such as understanding money, budgeting,
product evaluation, and so forth are referred to as _____.
A. buying skills
B. consumption-related preferences
C. consumption-related attitudes
D. instrumental skills
E. consumer skills
81. Bob is teaching his son, Jack, how to handle money, count change, how to save for a desired
purchase, and how to choose an appropriate product. Bob is teaching his son _____.
A. buying skills
D. economic skills
E. consumer skills
82. _____ are the knowledge, attitudes, and values that cause people to attach differential
evaluations to products, brands, and retail outlets.
A. Buying skills
B. Consumption-related preferences
C. Consumption-related attitudes
D. Instrumental attitudes
E. Consumer skills
83. Scott and his family have always purchased Honda automobiles because they feel that they are
the best quality cars on the market. This attitude is an example of a(n) _____.
A. coping mechanism
B. consumption-related preference
C. consumption-related bias
D. economic skill
E. mediation
84. The cognitive and affective orientations toward marketplace stimuli such as advertisements,
salespeople, warranties, and so forth is referred to as _____.
A. consumer skills
D. instrumental attitudes
E. mediation preferences
85. Which of the following is the primary source of consumer socialization?
A. school
B. advertising
C. friends
D. family
E. government
86. Which type of training occurs when a parent or sibling specifically and directly attempts to bring
about certain responses through reasoning or reinforcement?
A. consumer training
B. instrumental training
C. modeling
D. mediation
E. coercion
87. _____ occurs when a child learns appropriate, or inappropriate, consumption behaviors by
observing others.
A. Consumer training
B. Instrumental training
C. Modeling
D. Mediation
E. Parroting
88. _____ occurs when a parent alters a child's initial interpretation of, or response to, a marketing or
other stimulus.
C. Modeling
D. Mediation
E. Reprogramming
89. Claire is six years old and begged her mother for a Barbie doll that she saw ice skating in a
television commercial. Her mother explained to her that the doll won't be able to ice skate and
that she will have to make the doll move. She was trying to explain to Claire that the toys she
sees in advertisements are probably going to look more fun than they actually are. Claire's
mother is exhibiting _____.
A. mediation
B. interpretation
C. modeling
D. terminal training
E. interference
90. Which of the following is NOT a stage of McNeal's model of how children learn to shop?
A. Stage I: Observing
B. Stage II: Making Requests
C. Stage III: Making Selections
D. Stage IV: Making Recommendations to Other Children
E. Stage V: Making Independent Purchases
91. Susan gave her five year old son $10 to purchase a toy at Walmart. She wanted him to learn how
to select an appropriate toy and to pay for it with his "own" money, but she would help her son do
this. Which stage of McNeal's model of how children learn to shop does this illustrate.
A. Stage I
B. Stage II
C. Stage III
D. Stage IV
E. Stage V
True / False Questions
92. The Census Bureau has a classification of households that includes blended families.
True False
93. The term traditional family refers to a married couple and their own or adopted children living at
home.
True False
94. Compared to 1970, the percentage of households headed by a married couple has decreased.
True False
95. One reason that marketers rarely target multigenerational families is that they are not easy to
identify or reach.
True False
96. Families pass through an orderly progression of stages, each with its own characteristics,
financial situation, and purchasing patterns.
True False
97. The Single I stage of the household life cycle is basically the unmarried members of the baby
boom generation.
True False
98. It isn't until the addition of the second child to a family that many changes in lifestyle and
consumption occur.
True False
99. Birth or adoption by singles is increasingly common.
True False
100.The middle-aged single category is only made up of people who have never married and have no
child-rearing responsibilities.
True False
101.A major difference between the full nest II and the delayed full nest I stages of the household life
cycle is the age of the children.
True False
102.Consumers who are single due to the death of a spouse are labeled as "single by circumstance."
True False
103.The initiator is the family member who first recognizes a need or starts the purchase process.
True False
104.Teens labeled "Internet gurus" have a greater knowledge about the Web-based marketplace than
other teens.
True False
105.Impression management is a conflict resolution approach that misrepresents the facts in order to
win.
True False
106.Stage 2 of Piaget's stages of cognitive development is the period in which the child develops the
ability to apply logical thoughts to concrete problems.
True False
107.Instrumental training occurs when a child learns appropriate, or inappropriate, consumption

behaviors by observing others.
True False
Essay Questions
108.Compare and contrast the Census Bureau's definitions of a household, a family household, and a
nonfamily household.
109.Name and briefly describe the stages of the household life cycle (HLC) in terms of age of the
adults, their marital status, and the age of children at home.
110.Name and describe the six roles that frequently occur in family decision making.
111.Given the number of decisions families make daily, disagreements are inevitable. How they are
resolved is important to marketers as well as to the health of the family unit. Name and describe
the six basic approaches that research has revealed that individuals use to resolve purchase
conflicts after they have arisen.
112.Monica is a new mother and reads several magazines and books to better understand how her
son will develop. One book she used explained Piaget's stages of cognitive development. Based
on these stages, explain what Monica can expect as her child grows up.
Chapter 06 The American Society: Families and Households Answer Key
Multiple Choice Questions
1. New research by NPD Group uncovered several important aspects relating to the kids' market,
(p. 185) including
A. top spending categories are cosmetics and outdoor merchandise.

B. the main diver of spending on kids is household income.
C. children's influence on purchases is strong for 30 percent of mothers.
D. gender does not influence amount spent except in two cases—apparel for girls and video
games for boys.
E. brands are important in all categories, while style and look were important in some
categories.
Gender does not influence the amount spent except for apparel for girls and video games for
boys.
AACSB: Analytic
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 06-01 Explain the concept of household types and their influence on consumption
Topic: The American Society: Families and Households
2. What is the basic consumption unit for most consumer goods?

(p. 186)
A. organization
B. household
C. individual
D. husband
E. wife
Major items such as housing, automobiles, and appliances are consumed more by household
units than by individuals.
AACSB: Analytic
Blooms: Understand
Topic: The Influence of Households
3. Which of the following is a household factor that influences purchase and consumption
(p. 186) behavior?
A. structure of household unit

B. stage of the household life cycle
C. household decision process
D. a and b
E. a, b, and c
The household influences most consumption decisions.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Topic: The American Society: Families and Households
4. According to the Census Bureau, all the people who occupy a housing unit is defined as a
(p. 187) _____.
A. buying unit
B. blended family
C. family household
D. household
E. traditional family
The Census Bureau defines a household as all the people who occupy a housing unit.
AACSB: Analytic
Blooms: Understand
Topic: Types of Households
5. Sarah and her three roommates share an apartment. According to the Census Bureau, Sarah
(p. 187) and her roommates constitute a _____.
A. family
B. nontraditional family
C. subculture
D. blended family
E. household
The Census Bureau defines a household as all the people who occupy a housing unit.
AACSB: Analytic
Blooms: Remember
6. A _____ has at least two members related by birth, marriage, or adoption, one of whom is the
(p. 187) householder (i.e., the one who owns or rents the residence).
A. family household
B. blended family household
C. consumption unit
D. household
E. nontraditional family household
A family household has at least two members related by birth, marriage, or adoption, one of
whom is the householder (i.e., the one who owns or rents the residence).
AACSB: Analytic
Blooms: Understand
7. John and Dawn have been married for over twenty years. They have lived in their home in
(p. 187) Northville, MI (a suburb of Detroit) with their three children for most of those years. According
to the Census Bureau, which type of household do they live in?
A. suburban household
B. urban household
C. rural household
D. blended family household
E. family household
A family household has at least two members related by birth, marriage, or adoption, one of
whom is the householder (i.e., the one who owns or rents the residence).
AACSB: Analytic
Blooms: Remember
8. According to the Census Bureau, a _____ household is a householder living alone or

(p. 187) exclusively with others to whom he or she is not related.
A. family
B. nonfamily
C. traditional
D. blended
E. consumption
A nonfamily household is a householder living alone or exclusively with others to whom he or

she is not related.
AACSB: Analytic
Blooms: Understand
9. Eric and Elizabeth live together in the same apartment but are not married. According to the
(p. 187) Census Bureau, which type of household do they represent?
A. family household
B. blended household
D. nontraditional household
E. nonconformist household
A nonfamily household is a householder living alone or exclusively with others to whom he or

she is not related.
AACSB: Analytic
Blooms: Remember
10. Which type of family consists of a married couple, one or both of whom were previously
(p. 187) married, their children, and the children from the previous marriage of one or both parents?
D. stepfamily
High divorce and remarriage rates mean that a substantial number of American children grow
up with stepparents and stepsiblings and often have two such families, one formed by their
mother and the other by their father.
AACSB: Analytic
Blooms: Understand
11. Ashley and her husband just had their first child. Ashley was married previously, and her two
(p. 188) young children from that marriage also live with Ashley and her current husband. Which type
of family is this?
C. multigenerational family
D. secondary family
E. stepfamily
A stepfamily consists of a married couple, one or both of whom were previously married, their
children, and the children from the previous marriage of one or both parents.
AACSB: Analytic
Blooms: Remember
12. Which type of family consists of a married couple and their own or adopted children living at
(p. 187) home?
C. blended family
D. stepfamily
A traditional family is a married opposite-sex couple and their own or adopted children living at
home.
AACSB: Analytic
Blooms: Understand
13. Barry and Laurie have been married for almost twenty years, and this is the first marriage for
(p. 187) both of them. They have two children living at home. Which type of family is this?
C. blended family
D. stepfamily
A traditional family is a married opposite-sex couple and their own or adopted children living at
home.
AACSB: Analytic
Blooms: Remember
14. Which of the following is NOT a reason for the decline in traditional families?
(p. 187)
A. an increase in single parent households as a result of divorce

B. an increase in single individuals as the median age of marriage is delayed
C. an increase in sole survivors as our population ages
D. a change in the way the Census Bureau has defined "traditional family"
E. all of the above are reasons for the decline in traditional families
The Census Bureau has not changed the way it has defined "traditional family."
AACSB: Analytic
Blooms: Remember
Difficulty: 3 Hard
15. Which of the following is not a reason why multigenerational families offer opportunities and
(p. 188) challenges for marketers?
A. some members are caregivers to family members or friends

B. several generations might live in one household
C. some members are less technologically proficient
D. they are not easy to identify and reach
E. all of the above offer opportunities and challenges
As American households and families evolve away from the traditional family model,
marketers must adapt.
AACSB: Analytic
Blooms: Understand
16. Janet is a 60 year old secretary with a retired husband and 30 year old unemployed son who
(p. 188) lives at home. Janet's 90 year old widowed mother May, who is disabled, has lived with the
family for six years. May's Social Security and Medicare do not adequately cover her living and
medical expenses. Which type of family is represented here?
A. multigenerational family
B. stepfamily
C. traditional family
D. non-traditional family
E. senior family
A multigenerational family is a family household containing at least two adult generations, or a

grandparent and at least one other generation.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 06-02 Summarize the household life cycle's various stages and marketing implications
17. Most families pass through an orderly progression of stages, each with its own characteristics,
(p. 189) financial situation, and purchasing patterns, which is the basic assumption underlying the
_____ approach.
A. household life cycle (HLC)

B. product life cycle (PLC)
C. brand life cycle (BLC)
D. inevitable cycle (IC)
E. predictable cycle (PC)
The HLC assumes that households move into a variety of relatively distinct and well-defined
categories over time.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Topic: The Household Life Cycle
18. Stages of the household life cycle are based on ____.

(p. 189)
A. age of the adult members

B. marital status of the adult members
C. presence of children
D. age of children
E. all of the above
The HLC assumes that households move into a variety of relatively distinct and well-defined
categories over time.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
19. Which of the following is considered a "Younger" (i.e., < 35) stage of the household life cycle?
(p. 190)
A. Single parent II
B. Single II
C. Single III
D. Full nest I
E. Empty nest I
Full nest I are young married couples with children.
AACSB: Analytic
Blooms: Understand
20. Which of the following is NOT considered a "Middle-aged" (i.e., 35-64) stage of the household
(p. 190) life cycle?
A. Single II
B. Full nest II
C. Delayed full nest I
D. Single parent II
E. Empty nest II
Empty nest II is part of the Older (i.e., > 64) stage of the household life cycle.
AACSB: Analytic
Blooms: Understand
21. Which of the following is considered an "Older" (i.e., > 64) stage of the household life cycle?
(p. 190)
A. Single II
B. Delayed full nest I
C. Single III
D. Single parent II
E. Empty nest I
Single III is part of the older (i.e., > 64) stage of the household life cycle.
AACSB: Analytic
Blooms: Understand
22. Which HLC group is basically the unmarried members of the Generation Yers?
(p. 190)
A. Single I
B. Single II
C. Single III
D. Single X/Y
E. Empty nest
Single I is the unmarried members of the Generation Yers.
AACSB: Analytic
Blooms: Understand
23. Forty-eight percent of females classified as "Single I" _____.

(p. 191)
A. live alone
B. live with parent(s)
C. live with others
D. are divorced
E. are engaged to be married
Forty-eight percent of females classified as Single I live with others.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
24. Mike is a 23 year old recent college graduate and is starting his career as a pharmaceutical
(p. 190) sales representative. He will be living in an extended-stay hotel in the city where he will
undergo training, but once he finishes that, he plans on renting a nice apartment with a friend
of his from college. He also wants to purchase a sports car and save money for a ski vacation
next year. To which stage of the household life cycle does Mike belong?
A. Single I
B. Single II
C. Beginning
D. Introduction
E. Growth
Thirty-nine percent of males classified as Single I live with others.
AACSB: Analytic
Blooms: Remember
25. Julie and Bart are both in their late 20s and recently married. They have no children and are
(p. 190) learning how to make joint decisions. Recent purchase/service decisions were related to
household furnishings, a washer and dryer, and insurance coverage. Which stage of the
household life cycle are they experiencing?
A. young married
B. full nest
C. empty nest
D. introduction
E. growth
Young married are younger (i.e., < 35) couples with no children.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
26. When a couple has children, expenditures on which of the following do NOT usually
(p. 193) decrease?
A. alcoholic beverages
B. meals out
C. health care
D. personal care products
E. adult apparel
New purchases in the areas of baby clothes, furniture, food, and health care products occur in
this stage.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
27. Stacy and Adam have just had their first child, and they hope to have two more. They can
(p. 193) expect expenditures on which of the following to increase?
A. meals out
B. education
C. personal care products
D. food at home
E. alcoholic beverages
Discretionary and adult expenditures are reduced by the spending on child-related products
such as food, health care, and children's apparel.
AACSB: Analytic
Blooms: Remember
Difficulty: 3 Hard
28. Roughly what percentage of children are born to unmarried mothers, a percentage that has
(p. 193) risen by thirteen percentage points since 1990?
A. 10
B. 25
C. 40
D. 50
E. 66
Roughly 40 percent of children are born to unmarried mothers.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
29. While roughly 40 percent of children are born to unmarried mothers, this may not be an
(p. 193) accurate representation of the situation. A more accurate representation of the situation may
be gained by looking at the percentage of American households that are single-parent
families. What is that percentage?
A. 2 percent
B. 5 percent
C. 9 percent
D. 14 percent
E. 21 percent
Nine percent of American households are single-parent families, and 80 percent of these are
headed by women.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
30. Which stage of the household life cycle is made up of people between the ages of 35 and 64
(p. 194) who have never married and those who are divorced and have no child-rearing
responsibilities?

B. middle-aged childless
C. empty nest I
D. empty nest II
E. single III
The middle-aged single category is made up of people who have never married and those
who are divorced and have no child-rearing responsibilities.
AACSB: Analytic
Blooms: Understand
31. Bobbie is 47 years old, has never been married, and does not have any children of her own.
(p. 194) She lives alone and doesn't like to cook because most recipes feed more than one person.
She can only eat so many leftovers, and she usually forgets about it if she freezes to eat at a
later date. So she purchases frozen dinners and canned food that come in single servings. To
which stage of the household life cycle does Bobbie belong?

B. middle-aged empty nest
C. empty nest I
D. empty nest II
E. single III
AACSB: Analytic
Blooms: Remember
32. Which of the following is NOT a description of the household life cycle stage known as "Empty
(p. 194) Nest I: Middle-Aged with No Children"?
A. married couples who have never had children

B. second marriages in which children from a first marriage are not living with the parent
C. married couples whose children have left home
D. married couples who have adopted children who are still living at home
E. all of the above are characteristics of this household life cycle stage
Empty nest is a term for no children at home.
AACSB: Analytic
Blooms: Remember
Difficulty: 3 Hard
33. Tony and Katie are in their 50s, and both have careers that keep them very busy. However,
(p. 194) their children are grown, so they have more free time and money than they used to have.
Which type of product or service are they likely to spend LESS money on than they have in
the past?
A. food at home
B. expensive vacations
C. meals out
D. house-cleaning
E. luxury cars
The absence of responsibilities for children creates free time and money to spend on dining
out, expensive vacations, housecleaning, and luxury cars.
AACSB: Analytic
Blooms: Remember
34. The trend toward later marriage and children has resulted in which of the following?
(p. 195)
A. Over 80 percent of all married couples with children under 18 now fall into the middle age
HLC categories of delayed full nest I and full nest II.
B. Now, 71 percent of all married couples with children under 18 fall into the middle age HLC
C. Now, the empty nest I HLC category does not begin until married couples are over 64 years
old.
D. The stage of the HLC labeled empty nest I no longer exists.
E. Now, 71 percent of all married couples do not experience the empty nest II stage of the
HLC.
Middle-aged (35-64) married couples with children (labeled delayed full nest I and full nest II)
make up roughly 15 percent of all households and represent 71 percent of all married couples
with children under 18.
AACSB: Analytic
Blooms: Remember
Difficulty: 3 Hard
35. What is a major difference between delayed full nest I and younger new parents?
(p. 195)
A. the number of children

B. income
C. education
D. commitment
E. years married
Older new parents' incomes are significantly larger than those of younger new parents.
AACSB: Analytic
Blooms: Understand
36. Sheila and Jim are both professionals in their late 30s and have two children under the age of
(p. 195) five. Which stage of the household life cycle are they in?
A. young married
B. full nest I
C. full nest II
E. laggards
Delayed full nest I are older married couples with young children.
AACSB: Analytic
Blooms: Remember
37. What is a major difference between the full nest II and delayed full nest I stages of the
(p. 195) household life cycle?
A. income
B. age of the parents
C. age of the children
D. number of children
E. years married
The children of full nest II are generally over age six and are becoming more independent.
AACSB: Analytic
Blooms: Understand
38. Teresa and John are both in their 40s and have two children living at home. Their daughter,
(p. 195) Erin, is 14 years old, and their son, Stephen, is 11 years old. To which stage of the household
life cycle do they belong?
A. young married
B. full nest I
C. full nest II
E. laggards
AACSB: Analytic
Blooms: Remember
39. Teri and Ed are in their 40s, are childless, and were married for 15 years but are now
(p. 196) divorced. However, Teri has always wanted children, so she adopted a daughter, who is now
two years old. To which stage of the household life cycle do Teri and her daughter belong?
A. single parent I
B. divorced parent I
C. single parent II
D. full nest I
E. delayed full nest I
Single parent II are middle-aged single individuals with children at home.
AACSB: Analytic
Blooms: Remember
40. Consumers in which stage of the household life cycle are over 64 years of age, are either fully
(p. 196) or partially retired, are healthy, active, and often financially well-off, and are a big market for
RVs, cruises, and second homes?
A. single I
B. single II
C. empty nest I
D. empty nest II
E. delayed empty nest
Empty nest II are older married couples that are either fully or partially retired.
AACSB: Analytic
Blooms: Understand
41. Ray is retired, and he and his wife are both in their late 60s. They are healthy, active, and
(p. 196) financially well-off. They purchased an RV and plan to travel to all of the continental United
States. Which stage of the household life cycle describes them?
A. childless
B. jobless
C. retired
D. empty nest I
E. empty nest II
Empty nest II are older married couples that are either fully or partially retired.
AACSB: Analytic
Blooms: Remember
42. Consumers who are single due to the death of a spouse are labeled _____.
(p. 196)
D. "single again"
Single by circumstance consumers are less innovative, more risk averse, more price sensitive,
and more likely to engage in coping behaviors such as watching TV.
AACSB: Analytic
Blooms: Understand
43. Barbara is 72 years old and has been a widow for almost three years. She would be labeled
(p. 196) _____.
D. "single again"
AACSB: Analytic
Blooms: Remember
44. Research suggests that older singles that are single by circumstance (i.e., death of a spouse)
(p. 196) will _____.
A. be less innovative
B. be more risk averse
C. be more price sensitive
D. engage in coping behaviors such as spending more time watching television
E. all of the above
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
45. The vertical axis in the HLC/occupational category matrix represents _____, which determines
(p. 198) the problems the household will likely encounter.

D. the stage in the household life cycle
The vertical axis represents the particular stage in the HLC
AACSB: Analytic
Blooms: Understand
Topic: Marketing Strategy Based on the Household Life Cycle
46. The horizontal axis in the HLC/occupational category matrix represents _____, which provides
(p. 198) a range of acceptable solutions.

D. stage in the household life cycle
The horizontal axis represents a set of occupational strategies.
AACSB: Analytic
Blooms: Understand
Topic: Marketing Strategy Based on the Household Life Cycle
47. _____ is the process by which decisions that directly or indirectly involve two or more family
(p. 198) members are made.
A. Household decision making

B. Consumer decision making
C. Family decision making
D. Joint decision making
E. Group decision making
Decision making by a group such as a family differs in many ways from decisions made by an
individual.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Learning Objective: 06-03 Understand the family decision process
Topic: Family Decision Making
48. A family purchase decision differs from an organizational decision in _____.
(p. 199)
A. the level of emotion involved

B. the involvement of multiple people in the decision
C. the absence of time pressure
D. the fact that different people play different roles in the purchase
E. all of the above
Many family purchases are inherently emotional and affect the relationships between the
family members.
AACSB: Analytic
Blooms: Understand
Topic: Family Decision Making
49. Which of the following is a family purchase role?

(p. 199)
A. initiator
C. user
D. purchaser
E. all of the above
Initiator, information gatherer, user, and purchaser are all family purchase roles.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Topic: The Nature of Family Purchase Roles
50. The family member who first recognizes a need or starts the purchase process is known as
(p. 199) the _____.
A. initiator
C. influencer
D. decision maker
E. user
The initiator is the family member who first recognizes a need or starts the purchase process.
AACSB: Analytic
Blooms: Understand
51. Stan has noticed that his car is not working properly and that it is getting expensive to repair.
(p. 199) Thus, he gathered his family together to discuss the purchase of a new automobile. In terms of
family purchase roles, which one best describes Stan's actions?
A. initiator
C. influencer
D. decision maker
E. user
AACSB: Analytic
Blooms: Remember
52. While Katie and Matthew are the children in the family, they do influence the alternatives
(p. 199) considered for their family's summer vacation. What role do Katie and Matthew play in this
family decision?
A. initiators
B. information gatherers
C. influencers
D. decision makers
E. purchasers
Influencers are those who influence the alternatives evaluated, the criteria considered, and the
final choice.
AACSB: Analytic
Blooms: Remember
53. Which family purchase role is played by the individual(s) who makes the final decision?
(p. 200)
A. initiator
C. influencer
D. decision maker
E. user
The decision maker makes the final decision.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
54. Bob is in the 6th grade. His family does not own a computer, and he really needs one to do his
(p. 200) homework. He also wants one so he can play some of the games he hears his friends talking
about. His parents realize that he needs a computer, but they really have no need for one and
probably will never use it. Since they don't know much about computers, they are letting Bob
do all the research and asked him to find the options that will meet his needs. However, his
parents are the ones who will make the final decision on how much to spend and which
computer to purchase. In terms of the family purchase roles, which role do Bob's parents
play?
A. initiator
C. influencer
D. decision maker
E. user
The decision maker makes the final decision.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
55. What family purchase role is played by the individual who actually purchases the product the
(p. 200) family has decided upon?
A. initiator
C. influencer
D. decision maker
E. purchaser
The purchaser is the family member who actually purchases the product.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
56. While the entire family is usually involved in major purchase decisions, Lisa is the one who
(p. 200) usually makes the actual purchase. What family purchase role does Lisa play?
A. initiator
C. influencer
D. decision maker
E. purchaser
The purchaser is the family member who actually purchases the product.
AACSB: Analytic
Blooms: Remember
57. Carla and John are both children, but they use their family's electronic equipment such as
(p. 200) TVs, DVD players, and stereo equipment. They did not play much of a role in the purchase
decision on which brands to buy, but their parents did consider their needs when deciding on
which products and brands to purchase. In terms of family purchase roles, what role do these
children play?
A. initiator
C. influencer
D. user
E. c and d
Information gatherers use their expertise, and influencers evaluate the alternatives in these
family decisions.
AACSB: Analytic
Blooms: Remember
Difficulty: 3 Hard
58. Which of the following are ways to categorize family decision making?
(p. 200)
A. husband-dominant
B. wife-dominant
C. individualized
D. child-dominant
E. all of the above
There are many ways to categorize family decisions making including husband-dominant,
wife-dominant, individualized, and child-dominant.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
59. Hank and Carol have been married for over 20 years, and in that time they have purchased six
(p. 200) automobiles. Hank is the one who usually does all the research and decides what they can
afford, while Carol just gets involved when it's time to decide among a few alternatives, and
she really only cares about the comfort and styling. Which of the following category of family
decision making does this illustrate?
A. husband-dominant
B. wife-dominant
C. individualized
D. single role
E. dual role
Husband-dominated decisions have traditionally occurred with the purchase of such products
as automobiles, liquor, and life insurance.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
60. Families considering the purchase of products such as a house, furniture, or a vacation,
(p. 200) typically use which type of family decision making?
A. husband-dominant
B. wife-dominant
C. individualized
D. joint
E. child-dominant
For large household purchases and family weekend activities decisions tend to be shared.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
61. Which of the following statements is true regarding the nature of family purchases and the
(p. 201) roles played by various family members?
A. Individuals tend to play the same role for all decisions.

B. All family members tend to be involved in every stage of the decision process.
C. Over time, each spouse develops more specialized roles as a part of the family lifestyle and
family responsibilities.
D. Individual family members play only a single role in a given purchase decision.
E. The stage of the decision process does not influence decision roles.
Whether the roles that are adopted are traditional or modern, role specialization still tends to
evolve over time since it is much more efficient.
AACSB: Analytic
Blooms: Remember
Topic: Determinants of Family Purchase Roles
62. Which of the following can influence how family members interact in a purchase decision?
(p. 201)
A. culture or subculture in which the family exists

B. role specialization of different family members
C. degree of involvement each has in the product area of concern
D. personal characteristics of the family members
E. all of the above
Many factors influence how family members interact in a purchase decision.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
63. Hispanics who identify most strongly with their Hispanic subcultures are most likely to engage
(p. 201) in _____.
A. wife-dominated decisions
B. husband-dominated decisions
C. joint decisions
D. child-dominated decisions
The Hispanic subculture has more of a masculine orientation than the broader culture.
AACSB: Analytic
Blooms: Understand
64. Regarding the balance of family purchase roles, which of the following traditionally male
(p. 201) dominated categories is/are tipping toward the wife?
A. TV remote control
B. household finances
C. family weekend activities
D. a and b
E. all of the above
As women's occupational roles have expanded, so has the range of family decisions in which
they participate or dominate.
AACSB: Analytic
Blooms: Understand
65. The teen Internet maven's primary role is as _____.

(p. 202)
A. initiator
C. decision maker
D. purchaser
E. user
Tech-savvy teens who can provide their families with access to this world should have greater
influence on the decision-making process.
AACSB: Analytic
Blooms: Understand
66. Which of the following is a characteristic of teens called "Internet mavens"?
(p. 202)
A. greater enjoyment and interest in the Internet in general

B. greater knowledge about the Web-based marketplace
C. more expertise in searching out and finding information and resources on the Web
D. greater enjoyment and desire to help others by providing information found on the Web
E. all of the above
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
67. Todd is fifteen years old and really enjoys using the Internet. Compared to his friends and
(p. 202) family, he has greater knowledge about the Web-based marketplace, has more expertise in
searching out and finding information and resources on the Web, and really enjoys helping
others by providing information found on the Web. Todd is called a(n) _____.
A. techie
B. Internet maven
C. geek
D. market maven
E. Internet browser
AACSB: Analytic
Blooms: Remember
68. Which of the following is NOT a basic approach that individuals in a family use to resolve
(p. 203) purchase conflicts after they have arisen?
A. bargaining
B. use of authority
C. physical force
E. reasoning
Physical force is NOT a basic approach that individuals in a family use to resolve purchase
conflicts after they have arisen.
AACSB: Analytic
Blooms: Understand
Topic: Conflict Resolution
69. Karen and her kids were hungry and were trying to decide where to eat for dinner. After
(p. 203) several minutes of bickering, Karen decided where they were going to go. Her children balked
at her decision and asked why she got to decide, and she said, "Because I'm your mother and
I said so!" Which approach did Karen use to resolve this family conflict?
A. bargaining
B. use of authority
E. reasoning
Use of authority is claiming superior expertise or role appropriateness.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
70. Which approach to conflict resolution misrepresents the facts in order to win?
(p. 203)
A. bargaining
B. use of authority
E. reasoning
Impression management is misrepresenting the facts in order to win.
AACSB: Analytic
Blooms: Understand
71. Which of these categories is NOT part of the content of consumer learning?
(p. 205)
A. consumer skills
B. learning skills
C. consumption-related preferences
D. consumption-related attitudes
E. all of the above are part of the content of consumer learning
The content of consumer learning can be broken down into consumer skills, consumption-
related preferences, and consumption-related skills.
AACSB: Analytic
Blooms: Remember
Learning Objective: 06-04 Describe the role that households play in child socialization
Topic: The Content of Consumer Socialization
72. The process in which young people acquire skills, knowledge, and attitudes relevant to their
(p. 206) functioning as consumers in the marketplaces is known as _____.
A. consumer education
B. consumer socialization
C. consumer programming
D. consumer research
E. consumer acclimation
The content of consumer socialization refers to what children learn with respect to
consumption; the process refers to how they learn it.
AACSB: Analytic
Blooms: Understand
Topic: Consumer Socialization
73. Which of the following refers to what children learn with respect to consumption?
(p. 205)

The content of consumer socialization includes consumer skills which are those capabilities
necessary for purchases to occur, such as understanding money, budgeting, product
evaluation, and so forth.
AACSB: Analytic
Blooms: Understand
74. Which of the following refers to how children learn with respect to consumption?
(p. 206)

A child has to learn how to shop, how to compare similar brands, how to budget available
income, and the like.
AACSB: Analytic
Blooms: Understand
75. A major basis for concern about marketing to children is their inability to fully process and
(p. 205) understand commercial messages. Much of the theory and research in this area is based on
_____.
A. Asche's diffusion theory

B. Weber's intellect enhancement theory
C. Piaget's stages of cognitive development
D. Pavlov's process acquisition stages
Piaget's stage theory describes the cognitive development of children.
AACSB: Analytic
Blooms: Understand
Topic: The Ability of Children to Learn
76. In children's information processing, the period of concrete operations is characterized by
(p. 205) _____.

According to Piaget, stage 3 is the period of concrete operations (8 to 11 years).
AACSB: Analytic
Blooms: Understand
77. In children's information processing, the period of sensorimotor intelligence is characterized by

(p. 205) _____.

In Piaget's stage 1 (0 to 2 years), behavior is primarily motor.
AACSB: Analytic
Blooms: Understand
78. In children's information processing, the period of preoperational thought is characterized by
(p. 205) _____.

Piaget's stage 2 (3 to 7 years) is characterized by the development of language and rapid

conceptual development.
AACSB: Analytic
Blooms: Understand
79. In children's information processing, the period of formal operations is characterized by

(p. 205) _____.

In Piaget's stage 4 (12 to 15 years) the child's cognitive structures reach their greatest levels
of development.
AACSB: Analytic
Blooms: Understand
80. Those capabilities necessary for purchases to occur such as understanding money,
(p. 205) budgeting, product evaluation, and so forth are referred to as _____.
A. buying skills
D. instrumental skills
E. consumer skills
Consumer skills are those capabilities necessary for purchases to occur such as
understanding money, budgeting, product evaluation, and so forth.
AACSB: Analytic
Blooms: Understand
81. Bob is teaching his son, Jack, how to handle money, count change, how to save for a desired
(p. 205) purchase, and how to choose an appropriate product. Bob is teaching his son _____.
A. buying skills
D. economic skills
E. consumer skills
Consumer skills are those capabilities necessary for purchases to occur such as
understanding money, budgeting, product evaluation, and so forth.
AACSB: Analytic
Blooms: Remember
82. _____ are the knowledge, attitudes, and values that cause people to attach differential
(p. 206) evaluations to products, brands, and retail outlets.
A. Buying skills
B. Consumption-related preferences
C. Consumption-related attitudes
D. Instrumental attitudes
E. Consumer skills
Information about a product's prestige is not necessary to carry out the actual purchase, but it
is extremely important in deciding what to purchase.
AACSB: Analytic
Blooms: Understand
83. Scott and his family have always purchased Honda automobiles because they feel that they
(p. 206) are the best quality cars on the market. This attitude is an example of a(n) _____.
A. coping mechanism
B. consumption-related preference
C. consumption-related bias
D. economic skill
E. mediation
Information about a product's prestige is not necessary to carry out the actual purchase, but it
is extremely important in deciding what to purchase.
AACSB: Analytic
Blooms: Remember
84. The cognitive and affective orientations toward marketplace stimuli such as advertisements,
(p. 206) salespeople, warranties, and so forth is referred to as _____.
A. consumer skills
D. instrumental attitudes
E. mediation preferences
These attitudes will influence how people react to the various activities undertaken by
marketers.
AACSB: Analytic
Blooms: Understand
85. Which of the following is the primary source of consumer socialization?

(p. 206)
A. school
B. advertising
C. friends
D. family
E. government
Parents teach their children consumer skills, consumption-related preferences, and

consumption-related attitudes.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
Topic: The Process of Consumer Socialization
86. Which type of training occurs when a parent or sibling specifically and directly attempts to
(p. 206) bring about certain responses through reasoning or reinforcement?
A. consumer training
B. instrumental training
C. modeling
D. mediation
E. coercion
A parent may try directly to teach a child which snack foods should be consumed by explicitly
discussing nutrition.
AACSB: Analytic
Blooms: Understand
87. _____ occurs when a child learns appropriate, or inappropriate, consumption behaviors by
(p. 206) observing others.
C. Modeling
D. Mediation
E. Parroting
Modeling generally, but not always, occurs without direct instruction from the role model.
AACSB: Analytic
Blooms: Understand
88. _____ occurs when a parent alters a child's initial interpretation of, or response to, a marketing
(p. 207) or other stimulus.
C. Modeling
D. Mediation
E. Reprogramming
A parent can alter the belief in an attribute and in the believability of advertising in general.
AACSB: Analytic
Blooms: Understand
89. Claire is six years old and begged her mother for a Barbie doll that she saw ice skating in a
(p. 207) television commercial. Her mother explained to her that the doll won't be able to ice skate and
that she will have to make the doll move. She was trying to explain to Claire that the toys she
sees in advertisements are probably going to look more fun than they actually are. Claire's
mother is exhibiting _____.
A. mediation
B. interpretation
C. modeling
D. terminal training
E. interference
A parent can alter the belief in an attribute and in the believability of advertising in general.
AACSB: Analytic
Blooms: Remember
90. Which of the following is NOT a stage of McNeal's model of how children learn to shop?
(p. 208)
A. Stage I: Observing
B. Stage II: Making Requests
C. Stage III: Making Selections
D. Stage IV: Making Recommendations to Other Children
E. Stage V: Making Independent Purchases
Stage IV is making assisted purchases.
AACSB: Analytic
Blooms: Understand
Topic: The Supermarket as a Classroom
91. Susan gave her five year old son $10 to purchase a toy at Walmart. She wanted him to learn
(p. 208) how to select an appropriate toy and to pay for it with his "own" money, but she would help her
son do this. Which stage of McNeal's model of how children learn to shop does this illustrate.
A. Stage I
B. Stage II
C. Stage III
D. Stage IV
E. Stage V
Stage IV is making assisted purchases.
AACSB: Analytic
Blooms: Remember
Topic: The Supermarket as a Classroom
True / False Questions

92. The Census Bureau has a classification of households that includes blended families.
(p. 187)
FALSE
Stepfamily is a Census Bureau classification of households.
AACSB: Analytic
Blooms: Understand
93. The term traditional family refers to a married couple and their own or adopted children living
(p. 187) at home.
TRUE
The term traditional family is typically used to refer to a married opposite-sex couple and their
own or adopted children living at home.
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
94. Compared to 1970, the percentage of households headed by a married couple has
(p. 187) decreased.
TRUE
About 20 percent of all households are married couples with children living at home, down
from 40 percent in 1970.
AACSB: Analytic
Blooms: Understand
95. One reason that marketers rarely target multigenerational families is that they are not easy to
(p. 188) identify or reach.
FALSE
Marketers are finding opportunities and challenges in this family type.
AACSB: Analytic
Blooms: Understand
96. Families pass through an orderly progression of stages, each with its own characteristics,
(p. 189) financial situation, and purchasing patterns.
TRUE
The family cycle is a useful tool for segmenting markets and developing market strategy.
AACSB: Analytic
Blooms: Understand
97. The Single I stage of the household life cycle is basically the unmarried members of the baby
(p. 190) boom generation.
FALSE
The Single I stage consists of young (ages 18 to 34) unmarried individuals.
AACSB: Analytic
Blooms: Understand
98. It isn't until the addition of the second child to a family that many changes in lifestyle and
(p. 192) consumption occur.
FALSE
The addition of the first child to a family creates many changes in lifestyle and consumption.
AACSB: Analytic
Blooms: Understand
Difficulty: 3 Hard
99. Birth or adoption by singles is increasingly common.
(p. 193)
TRUE
Roughly 40 percent of children are born to unmarried mothers, a number that has risen by 13
percentage points since 1990.
AACSB: Analytic
Blooms: Understand
100. The middle-aged single category is only made up of people who have never married and have
(p. 194) no child-rearing responsibilities.
FALSE
AACSB: Analytic
Blooms: Understand
101. A major difference between the full nest II and the delayed full nest I stages of the household
(p. 195) life cycle is the age of the children.
TRUE
AACSB: Analytic
Blooms: Understand
102. Consumers who are single due to the death of a spouse are labeled as "single by
(p. 196) circumstance."
TRUE
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
103. The initiator is the family member who first recognizes a need or starts the purchase process.
(p. 199)
TRUE
AACSB: Analytic
Blooms: Understand
Difficulty: 1 Easy
104. Teens labeled "Internet gurus" have a greater knowledge about the Web-based marketplace
(p. 202) than other teens.
FALSE
Teen Internet mavens are tech-savvy teens who can provide their families with access to this
world should have greater influence on the decision-making process.
AACSB: Analytic
Blooms: Understand
105. Impression management is a conflict resolution approach that misrepresents the facts in order
(p. 203) to win.
TRUE
Impression management is a conflict resolution approach that misrepresents the facts in order
to win.
AACSB: Analytic
Blooms: Understand
106. Stage 2 of Piaget's stages of cognitive development is the period in which the child develops
(p. 205) the ability to apply logical thoughts to concrete problems.
FALSE
Piaget's stage 2 (3 to 7 years) is characterized by the development of language and rapid

conceptual development.
AACSB: Analytic
Blooms: Understand
107. Instrumental training occurs when a child learns appropriate, or inappropriate, consumption
(p. 206) behaviors by observing others.
FALSE
Instrumental training occurs when a parent or sibling specifically and directly attempts to bring
about certain responses through reasoning or reinforcement.
AACSB: Analytic
Blooms: Understand
Essay Questions
108. Compare and contrast the Census Bureau's definitions of a household, a family household,
(p. 187) and a nonfamily household.
The Census Bureau defines a household as all the people who occupy a housing unit (a
house, apartment, group of rooms, or single room designed to be occupied as a separate
living quarters). It defines a family household as one having at least two members related by
birth, marriage, or adoption, one of whom is the householder (householder owns or rents the
residence). A nonfamily household is a householder living alone or exclusively with others to
whom he or she is not related. Thus, a family household and a nonfamily household are both
types of households, but only a family household consists of people related to one another in
some way.
AACSB: Analytic
Blooms: Remember
Difficulty: 1 Easy
109. Name and briefly describe the stages of the household life cycle (HLC) in terms of age of the
(p. 190) adults, their marital status, and the age of children at home.
Figure 6-2 summarizes the stages of the household life cycle:
Younger (< 35) is comprised of four stages: (a) Single I--single, no children; (b) Young
married--married, no children; (c) Full nest I--married, children < 6 years; and (d) Single parent
I--single, children < 6 years.
Middle-aged (35-64) is comprised of five stages: (a) Single II--single, no children; (b) Delayed
full nest I--married, children < 6 years; (c) Full nest II--married, children > 6 years; (d) Single
parent II--single, children > 6 years; and (e) empty nest I--married, no children.
Older (> 64) is comprised of two stages: (a) Empty nest II--married, no children and (b) Single
III--single, no children.
AACSB: Analytic
Blooms: Remember
110. Name and describe the six roles that frequently occur in family decision making.
(p. 199-
200)
Initiator(s)--The family member who first recognizes a need or starts the purchase process.
Information gatherer(s)--The individual who has expertise and interest in a particular
purchase. Different individuals may seek information at different times or on different aspects
of the purchase.
Influencer(s)--The person who influences the alternatives evaluated, the criteria considered,
and the final choice.
Decision maker(s)--The individual who makes the final decision. Of course, joint decisions
also are likely to occur.
Purchaser(s)--The family member who actually purchases the product. This is typically an
adult or teenager.
User(s)--The user of the product. For many products there are multiple users.
AACSB: Analytic
Blooms: Remember
111. Given the number of decisions families make daily, disagreements are inevitable. How they
(p. 203) are resolved is important to marketers as well as to the health of the family unit. Name and
describe the six basic approaches that research has revealed that individuals use to resolve
purchase conflicts after they have arisen.
Bargaining--Trying to reach a compromise.

Impression management--Misrepresenting the facts in order to win.
Use of authority--Claiming superior expertise or role appropriateness.
Reasoning--Using logical argument to win.
Playing on emotion--Using the silent treatment or withdrawing from the discussion.
Additional information--Getting additional data or a third-party opinion.
AACSB: Analytic
Blooms: Remember
112. Monica is a new mother and reads several magazines and books to better understand how
(p. 205) her son will develop. One book she used explained Piaget's stages of cognitive development.
Based on these stages, explain what Monica can expect as her child grows up.
Piaget's stages of cognitive development are:
Stage 1: The period of sensorimotor intelligence (0 to 2 years). During this period, Monica
can expect her child's behavior to be primarily motor. The child does not yet "think"
conceptually, though cognitive development is seen.
Stage 2: The period of preoperational thoughts (3 to 7 years). Monica will notice her child
developing language and rapid conceptual development.
Stage 3: The period of concrete operations (8 to 11 years). During these years, the child
develops the ability to apply logical thought to concrete problems.
Stage 4: The period of formal operations (12 to 15 years). During this period, Monica will
see her child reach his greatest level of development, and he becomes able to apply logic to
all classes of problems.
AACSB: Analytic
Blooms: Remember

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The American Society: Families and Households

Multiple Choice Questions

A. top spending categories are cosmetics and outdoor merchandise.

A. structure of household unit

A. an increase in single parent households as a result of divorce

A. some members are caregivers to family members or friends

A. household life cycle (HLC)

A. age of the adult members

23. Forty-eight percent of females classified as "Single I" _____.

A. middle-aged single (or single II)

A. middle-aged single (or single II)

A. married couples who have never had children

A. the number of children

A. a set of occupational categories

A. a set of occupational categories

A. Household decision making

48. A family purchase decision differs from an organizational decision in _____.

A. the level of emotion involved

49. Which of the following is a family purchase role?

A. Individuals tend to play the same role for all decisions.

A. culture or subculture in which the family exists

66. Which of the following is a characteristic of teens called "Internet mavens"?

A. greater enjoyment and interest in the Internet in general

A. the process of consumer socialization

A. the process of consumer socialization

A. Asche's diffusion theory

A. an absence of conceptual thought

A. an absence of conceptual thought

78. In children's information processing, the period of preoperational thought is characterized by

A. an absence of conceptual thought

A. an absence of conceptual thought

True / False Questions

99. Birth or adoption by singles is increasingly common.

107.Instrumental training occurs when a child learns appropriate, or inappropriate, consumption

Multiple Choice Questions

A. top spending categories are cosmetics and outdoor merchandise.

2. What is the basic consumption unit for most consumer goods?

A. structure of household unit

The household influences most consumption decisions.

8. According to the Census Bureau, a _____ household is a householder living alone or

A nonfamily household is a householder living alone or exclusively with others to whom he or

A nonfamily household is a householder living alone or exclusively with others to whom he or

A. an increase in single parent households as a result of divorce

A. some members are caregivers to family members or friends

A multigenerational family is a family household containing at least two adult generations, or a

A. household life cycle (HLC)

18. Stages of the household life cycle are based on ____.

A. age of the adult members

Full nest I are young married couples with children.

Single I is the unmarried members of the Generation Yers.

23. Forty-eight percent of females classified as "Single I" _____.

Forty-eight percent of females classified as Single I live with others.

Thirty-nine percent of males classified as Single I live with others.

Roughly 40 percent of children are born to unmarried mothers.

A. middle-aged single (or single II)

A. middle-aged single (or single II)

A. married couples who have never had children

Empty nest is a term for no children at home.

A. the number of children

Single parent II are middle-aged single individuals with children at home.

A. a set of occupational categories

The vertical axis represents the particular stage in the HLC