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CHAPTER 6

1. Single households represent _____ percent of American households.

A. 27
B. 2
C. 5
D. 15
E. 10

2. 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

3. John and Dawn have been married for more than 20 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

4. 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

5. 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?
A. nontraditional family
B. traditional family
C. multigenerational family
D. secondary family
E. stepfamily

6. Barry and Laurie have been married for almost 20 years, and this is the first marriage for both of them.
They have two children living at home. Which type of family is this?
A. nontraditional family
B. traditional family
C. blended family
D. stepfamily

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E. combination family

7. 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.

8. Which of the following is NOT a reason 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.

9. 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. nontraditional family
E. senior family

10. 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

11. 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

12. 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
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13. Julie and Bart are both in their late 20s and recently married. They have no children and are learning how
tomake 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

14. 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

15. 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

16. Roughly what percentage of children are born to unmarried mothers, a percentage that has risen by 13
percentage points since 1990?
A. 10 percent
B. 25 percent
C. 40 percent
D. 50 percent
E. 66 percent

17. 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

18. 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?
A. middle-aged single (or single II)
B. middle-aged empty nest
C. empty nest I
D. empty nest II
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E. single III

19. 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

20. The trend toward later marriage and children has resulted in which of the following?
A. More than 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
categories of delayed full nest I and full nest II.
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.

21. 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

22. Sheila and Jim are both professionals in their late 30s and have two children under the age of 5. 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

23. Teresa and John are both in their 40s and have two children living at home. Their daughter, Erin, is 14
yearsold, 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
D. delayed full nest I
E. laggards

24. 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 2 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
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25. 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

26. 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

27. Barbara is 72 years old and has been a widow for almost three years. She would be labeled _____.
A. single by death
B. single by choice
C. single by circumstance
D. single again
E. unwillingly single

28. 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

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

30. The consumer insight on remodeling discusses mechanisms underlying household life cycle changes. The
mechanism relating to balancing competing commitments on how a given space is used is:
A. prioritizing
B. embodying
C. adapting
D. socialization
E. mediation

31. The consumer insight on remodeling discusses mechanisms underlying household lifecycle changes. The
mechanism relating to awareness of need to modify the physical arrangement of their homes is ____.
A. prioritizing
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B. embodying
C. adapting
D. socialization
E. mediation

32. The consumer insight on remodeling discusses mechanisms underlying household lifecycle changes. The
mechanism relating to physical needs now or in future relating to how space is used is _____.
A. prioritizing
B. embodying
C. adapting
D. socialization
E. mediation

33. 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

34. 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
B. information gatherer
C. influencer
D. decision maker
E. user

35. Bob is in the sixth 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. Because 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
B. information gatherer
C. influencer
D. decision maker
E. user

36. 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
B. information gatherer
C. influencer
D. decision maker
E. purchaser
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37. 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
B. information gatherer
C. influencer
D. user
E. C and D

38. 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

39. Hank and Carol have been married for more than 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

40. 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

41. 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.

42. 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
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43. 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

44. 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
D. playing on emotion
E. reasoning

45. 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. Asch's diffusion theory
B. Weber's intellect enhancement theory
C. Piaget's stages of cognitive development
D. Pavlov's process acquisition stages
E. none of the above

46. 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
E. none of the above

47. In children's information processing, the period of sensorimotor intelligence 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
E. none of the above

48. In children's information processing, the period of preoperational thought 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
E. none of the above

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

A. an absence of conceptual thought

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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
E. none of the above

50. 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
B. consumption-related preferences
C. consumption-related attitudes
D. economic skills
E. consumer skills

51. 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

52. Which of the following is the primary source of consumer socialization?

A. school
B. advertising
C. friends
D. family
E. government
53. Claire is 6 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

54. 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

55. Susan gave her 5-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
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D. Stage IV
E. Stage V

Essay Questions
1. 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.
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.