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Chapter 3 The Changing American Society—Values
Multiple Choice Questions
1. The WUSA, WNBA, and LPGA have _____. A) succeeded due to America's increased focus on nature B) been a response to the changing role of women in American society C) been slow to grow due to the shift toward more traditional values D) been slow to grow due to women's lack of involvement in general fitness activities E) none of the above
Answer: B Page: 81-82
2. The percentage of U.S. women who watch sports on TV every week is _____. A) 5 percent B) 25 percent C) 50 percent D) 75 percent E) none of the above
Answer: C Page: 81
3. ____ are widely held beliefs that affirm what is desirable. A) Norms B) Cultural values C) Precepts D) Prescriptions E) Orientations
Answer: B Page: 82
4. Which of the following is true regarding changes in American cultural values? A) Shifts in cultural values are not observable. B) Changes in values tend to occur quickly. C) Changes in values tend to occur evenly across individuals and groups. D) There is substantial variance in values across individuals and groups. E) Cultural values are constant.
Answer: D Page: 82 5. When did Americans begin to place increased emphasis on leisure, immediate gratification, and sensual gratification? A) after the end of the Civil War B) after the end of World War I C) during the Depression D) after the end of World War II E) after the Vietnam War
Answer: D Page: 82
6. Leigh is working on a research project for her marketing class, and her assignment is to study how Americans' values with respect to consumer behavior have changed in the past 50 years. Which of the following would give her the best insight into these changes? A) advertising B) stock reports C) Supreme Court cases D) government documents E) postage stamps
Answer: A Page: 83
7. The vegetarian market includes which group of consumers? A) adults B) adolescents C) children D) a and b E) a, b, and c
Answer: E Page: 83
8. Which of the following has NOT been found to be a motive for choosing to become a vegetarian? A) economics B) moral C) gustatory D) health E) ecological
Answer: A Page: 83 9. Mitch is a vegetarian who does not eat any animal products. He based this lifestyle decision on his love of animals, and he did not want an animal to suffer for his pleasure. On which motive did Mitch base his decision? A) economics B) moral C) gustatory D) health E) ecological
Answer: B Page: 83
10. Which of the following statements is FALSE regarding the religious/secular value in American society? A) A religious group does not control the educational system, government, or political process. B) Most people's daily behaviors are not guided by strict religious guidelines. C) America is basically a religious society. D) Religious-based beliefs do influence decisions. E) Many Americans for whom religion is especially important are conservative in their beliefs.
Answer: C Page: 83-84
11. Which of the following is a self-oriented value? A) problem solving/fatalistic B) individual/collective C) tradition/change D) material/nonmaterial E) performance/status
Answer: D Page: 84
12. Which of the following is NOT an environment-oriented value? A) cleanliness B) performance/status C) tradition/change D) risk taking/security E) all of the above are environment-oriented values
Answer: E Page: 84 13. Which of the following is NOT an other-oriented value? A) diversity/uniformity B) masculine/feminine C) limited family/extended family D) tradition/change E) individual/collective
Answer: D Page: 84
14. Which of the following is a current American value? A) uniformity B) active C) religious D) youth E) overcome nature
Answer: B Page: 84
15. Which of the following is a traditional American value? A) youth B) competition C) active D) hard work E) all of the above
Answer: E Page: 84
16. Which of the following is an emerging American value? A) materialistic B) individual C) admiring nature D) masculine E) postponed gratification
Answer: C Page: 84 17. Which changing American value has been a major force in maintaining a relatively strong economy? A) the shift toward immediate gratification B) the shift toward a more religious society C) the shift toward voluntary simplicity D) the shift toward becoming more active E) the shift away from being fatalistic
Answer: A Page: 85
18. A shift from a focus on sensual gratification to abstinence in America would most likely affect _____. A) the role of price in purchase decisions B) the types of advertising themes used C) the complexity of decision rules used in purchase decisions D) the diffusion of Internet shopping E) none of the above
Answer: B Page: 85
19. A shift back to an emphasis on postponed gratification in American would most likely _____. A) increase the use of credit B) decrease the use of credit C) alter the timing of television commercials D) expand the use of Internet shopping E) none of the above
Answer: B Page: 85
20. Which is NOT a reason why Americans work long hours? A) minimum wage is higher the more hours worked B) because of their material orientation C) because they may lack skills or job opportunities to provide even a moderate lifestyle without doing so D) work is meaningful and valuable to them E) all of the above are reasons why Americans work long hours
Answer: A Page: 85-86 21. _____ is consumers' efforts to reduce their reliance on consumption and material possessions. A) Downsizing B) Dematerialization C) Voluntary simplicity D) Demarketing E) Voluntary withdrawal
Answer: C Page: 86
22. The voluntary simplicity movement in America represents a shift in which value? A) active/passive B) problem solving/fatalistic C) masculine/feminine D) material/nonmaterial E) youth/age
Answer: D Page: 86
23. Erica and her family decided that it was just too much strain on them for Erica to work outside the home. Even though she was a successful attorney and they enjoyed the good things in life, her family made a conscious decision to reduce their reliance on consumption and material possessions. This behavior has been termed _____. A) downsizing B) dematerialization C) voluntary withdrawal D) voluntary simplicity E) demarketing
Answer: D Page: 86
24. What percentage of American adults exercise regularly? A) less than 50% B) 50% C) 60% D) 75% E) more than 75%
Answer: A Page: 87 25. Which of the following statements is FALSE regarding Americans' environment- oriented values? A) Americans have long valued cleanliness. B) Americans traditionally have not been very receptive to change. C) American's risk-taking orientation seems to be moving more toward taking risks. D) Traditionally, nature was viewed as an obstacle. E) Americans are shifting back to a focus on performance rather than status.
Answer: B Page: 88-90
26. Those who work in such professions as architecture, science, engineering, and health care and business who generate new ideas and technologies for a living or engage in complex problem solving are referred to as _____. A) the creative class B) social engineers C) the developers D) trend setters E) true naturals
Answer: A Page: 88-89
27. Lakeisha is an architect, and her husband, Timothy, is an engineer. Both are in their early 30s. They represent a growing percentage of the workforce along with others who generate new ideas and technologies for a living or engage in complex problem solving. Lakeisha and Timothy are part of the _____. A) social reengineering movement B) cutting edge C) creative class D) true naturals E) young developers
Answer: C Page: 88-89
28. Which of the following factors had a significant impact on Americans' emphasis on security? A) the Depression B) World War II C) the Cold War D) a and b E) a, b, and c
Answer: E Page: 89 29. Which of the following is a segment used to describe consumers with respect to their environmental activism? A) True Blues B) New Green Mainstream C) Ailing Recluse D) Healthy Hermits E) Green Earths
Answer: B Page: 89
30. Which of the following is NOT a segment used to describe consumers with respect to their environmental activism? A) True Naturals B) New Green Mainstream C) Affluent Healers D) Concerned E) Overwhelmed
Answer: D Page: 89
31. Which segment of environmental activists are concerned about the environment but alter their actions and purchases only when it is convenient? A) True Naturals B) New Green Mainstream C) Affluent Healers D) Young Recyclers E) Overwhelmed
Answer: B Page: 89
32. Gertrude expresses deeply felt environmental concerns and tailors everything she does and purchases on these beliefs. Which segment of environmental activism best describes Gertrude? A) True Naturals B) New Green Mainstream C) Young Recyclers D) Affluent Healers E) Concerned
Answer: A Page: 89 33. Mickey is concerned about the environment, but he is most concerned about issues that relate to his personal health. That's why he protested when the city was considering placing a landfill near his home. Other than that, though, Mickey really does not consider environmental issues when he is shopping for products. To which environmental activism segment would Mickey belong? A) Unconcerned B) New Green Mainstream C) Young Recyclers D) Affluent Healers E) True Naturals
Answer: D Page: 89
34. Heather is married and has three children. While she and her family are concerned about the environment, they only alter their actions and purchases when it is convenient for them. Which environmental activism segment best describes Heather and her family? A) True Naturals B) Unconcerned C) Overwhelmed D) New Green Mainstream E) Affluent Healers
Answer: D Page: 89
35. Which of the following is one of the defining characteristics of American society? A) aversion to change B) collectivism C) individualism D) extended family E) status
Answer: C Page: 90
36. Individualism affects which of the following? A) incentive systems for salespeople B) advertising themes C) product design D) customer complaining behavior E) all of the above
Answer: E Page: 90 37. Consumers higher in individualism are more likely to _____ when faced with poor service performance. A) complain B) switch C) engage in negative word-of-mouth D) a and b E) a, b, and c
Answer: E Page: 90
38. Laurie purchased an entertainment armoire from a national chain furniture retailer. Unfortunately, one of the doors did not operate properly, so she called the retailer to complain. A service representative was sent out to adjust the door, but just a few weeks later, the problem reoccurred, so Laurie called again and asked for a new armoire. The store manager said that another service rep would have to come out to determine if it was due to a manufacturer's defect before it could be replaced. Because the service representative failed to show up, the manager decided to offer Laurie a new armoire. Unfortunately the replacement had the same problem and Laurie demanded her money back. Now she tells everyone she knows the problems she's had with this retailer. Which value most likely underlies Laurie's complaining behavior? A) diversity B) uniformity C) fatalistic D) individualism E) status
Answer: D Page: 90
39. According to the authors, American culture increasingly values _____. A) diversity B) uniformity C) collectivity D) fatalism E) none of the above
Answer: A Page: 91 40. Which of the following statements is true regarding Americans' other-oriented values? A) A strong emphasis on collectivism is one of the defining characteristics of American society. B) Since World War II, Americans have increasingly valued diversity. C) The impact that the family has on the individual is great. D) Older people are considered wiser than young people and are looked to as models and leaders in American society. E) America is a cooperative rather than a competitive society.
Answer: B Page: 90-92
41. The value that Americans place on youth has _____. A) increased dramatically in recent years B) shown a slow reversal toward more value being placed on age in recent years C) decreased dramatically in recent years D) remained unchanged in recent years E) shown a slight increase in recent years
Answer: B Page: 92
42. A shift away from a competition oriented society would most likely affect _____. A) sales force compensation B) the types of decision rules used C) the use of comparative advertising D) the use of price as a competitive weapon E) all of the above
Answer: C Page: 92
43. Marketers have responded to Americans' increasing concern for the environment with an approach called _____. A) green marketing B) clean marketing C) environmental marketing D) activist marketing E) cause-related marketing
Answer: A Page: 93 44. Which of the following is NOT generally involved in green marketing? A) developing products whose production, use or disposal is less harmful to the environment than the traditional versions of the product B) developing products that have a positive impact on the environment C) pricing products lower than the competition D) tying the purchase of a product to an environmental organization or event E) all of the above are involved in green marketing
Answer: C Page: 93
45. Health Valley is a brand of food, such as breakfast cereals, that uses all natural and organic ingredients. Moreover, they only purchase grain from organic farms. They state on their packages that “organic farming helps keep our food pure and protects our land and water from harmful substances. By supporting dozens of small organic farms, Health Valley helps protect a way of life for these family farmers, and helps ensure a safer and healthier Earth for you and your children.” This is an example of _____. A) green marketing B) clean marketing C) environmental marketing D) activist marketing E) cause-related marketing
Answer: A Page: 93
46. Under the Federal Trade Commission's set of voluntary guidelines for green claims, labels promoting products as “environmentally safe” or “environmentally friendly” must _____. A) be completely biodegradable B) be at least photodegradable C) be produced from completely organic methods D) must specify what portion of the product is being referred to E) must specify how to recycle the packaging
Answer: D Page: 93 47. The manager of a brand of trash bags that is degradable and better for the environment wants to make that claim on the package and in its advertising. According to the Federal Trade Commission's (FTC) guidelines for green claims, what must this marketer do to be able to label the product as “environmentally safe” or “environmentally friendly”? A) Labels making these claims must specify what portion of the product is being referred to. B) Marketers must first get permission from the FTC. C) In addition to getting permission from the FTC, marketers must also get permission from the Environmental Protection Agency (EPA). D) Labels making these claims must specify in exactly what way the product is “environmentally safe” or “environmentally friendly.” E) Reference to scientific research supporting such claims must be made available to consumers.
Answer: A Page: 93
48. Green marketing methods that are profitable for the farmer, environmentally sound, and socially responsible are said to be _____. A) environmental B) acceptable C) sustainable D) impactful E) meaningful
Answer: C Page: 94
49. Several coffee manufacturers are informing consumers of their fair trade practices in which farmers in less developed countries are paid a living wage for their crops. The philosophy behind this movement is to be profitable for the farmer, be environmentally sound, and to be socially responsible. This movement has been referred to as the _____. A) environmental movement B) fairness doctrine C) fairness movement D) substantial wage and environmentally sound movement E) sustainability movement
Answer: E Page: 94 50. Which term is used to refer to the application of marketing principles and tactics to advance a cause such as a charity, an ideology, or an activity? A) cause marketing B) social marketing C) personal marketing D) a and b E) a, b, and c
Answer: D Page: 94
51. _____ is done to enhance the welfare of individuals or society without direct benefit to a firm. A) Cause-related marketing B) Social marketing C) Personal marketing D) Green marketing E) Hybrid marketing
Answer: B Page: 95
52. Which type of marketing ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause? A) cause-related marketing B) green marketing C) nonprofit marketing D) image marketing E) corporate marketing
Answer: A Page: 95
53. Target stores give one percent of a customer's purchase to a school of their choice if they use a Target Visa credit card to pay for their purchases. Target will also donate one-half percent of all other purchases made on that card. This is an example of _____. A) cause-related marketing B) green marketing C) nonprofit marketing D) image marketing E) corporate marketing
Answer: A Page: 95 54. Which of the following is an example of cause-related marketing (CRM)? A) A company donates $10,000 to a school to purchase computers. B) A company recognizes alternative lifestyles among its employees and allows benefits accordingly. C) A company donates $1 to Diabetes research for every purchase of its product by consumers. D) A company features educational health information in its product advertising. E) A company hires physically challenged employees.
Answer: C Page: 95
55. Which of the following is a challenge facing marketers who implement cause-related marketing programs? A) It does not increase consumers' trust in the company. B) A company's commitment to a cause is not important to most consumers. C) Only a small percentage of consumers are likely to switch brands based on CRM when price and quality are equal. D) Consumer skepticism and apathy. E) all of the above
Answer: D Page: 96
56. Which group of consumers doubts the sincerity or effectiveness of cause-related marketing programs? A) Skeptic B) Balancer C) Attribution-oriented D) Socially concerned E) Apathetic
Answer: A Page: 96 57. John doubts the sincerity of marketers who claim that they will donate to a cause if he purchases their product. He doesn't believe that they will make a difference because he thinks that marketers are only concerned with profits and probably only donate a small portion of their profits to the stated cause. John is best described as belonging to which group of consumers? A) Skeptic B) Balancer C) Attribution-oriented D) Socially concerned E) Apathetic
Answer: A Page: 96
58. Karen believes in cause-related programs, but she doesn't always act accordingly. That is, she likes to patronize retailers that claim to donate a portion of her purchases to charity, but she only shops there when it is convenient for her to do so. Which consumer group would Karen belong? A) Skeptic B) Balancer C) Attribution-oriented D) Socially concerned E) Apathetic
Answer: B Page: 97
59. Carl likes to support marketers that support causes or charities that are important to him. However, he is concerned about a marketer's motive behind cause-related marketing programs and uses good judgment on which ones to support. Carl is best described as belonging to which group of consumers? A) Skeptic B) Balancer C) Attribution-oriented D) Socially concerned E) Apathetic
Answer: C Page: 97 60. Which consumer group is driven by a desire to help with respect to cause-related marketing programs? A) Skeptic B) Balancer C) Attribution-oriented D) Socially concerned E) Apathetic
Answer: D Page: 97
61. Maria will go out of her way to purchase a brand or patronage a store that claims to support a charity if she purchases their brand or shops in their store. Even though she knows that marketers develop these programs to help themselves as well as the cause, she doesn't really care about that. She's just driven by the desire to help. To which group of consumers does Maria belong? A) Skeptic B) Balancer C) Attribution-oriented D) Socially concerned E) Apathetic
Answer: D Page: 97
62. What has been found to improve the results of cause-related marketing programs? A) the amount of money donated B) the fit between the company and the cause C) supporting causes that help children D) supporting causes that help the environment E) longer commitments to supporting a cause
Answer: B Page: 97
63. Gay consumers, like heterosexuals, vary in terms of _____. A) ethnicity B) geographic region C) occupations D) age E) all of the above
Answer: E Page: 97 64. The gay market has been estimated to comprise _____ of the adult U.S. population. A) 1 percent B) 5-7 percent C) 10 percent D) 15-20 percent E) 25 percent
Answer: B Page: 97
65. What is typically absolutely necessary of any firm that desires to capture the loyalty of the gay community? A) must have separate promotion efforts in gay and mainstream media B) must have gay themes in ads placed in mainstream media C) must offer discounts to gay consumers D) must have internal policies that do not discriminate against gay employees E) must use cause-related marketing programs that support causes relevant to gay consumers (i.e., AIDS research)
Answer: D Page: 98
66. Which index is published by the Human Rights Campaign Foundation and measures how equitably a company treats its GLBT (Gay, Lesbian, Bisexual, and Transgender) employees, customers, and investors? A) corporate equality index (CEI) B) corporate GLBT index C) corporate identity index (CII) D) gay rights index (GRI) E) green index
Answer: A Page: 98
67. Which is a product or service that often needs modification when targeting gay consumers? A) financial services B) automobiles C) furniture D) interior decorating E) all of the above
Answer: A Page: 98 68. Which term is used to refer to whether a person is biologically a male or female? A) gender B) sex C) gender identity D) a and b E) a, b, and c
Answer: D Page: 100
69. _____ refers to the traits of femininity and masculinity. A) Gender B) Sex C) Gender identity D) Gender roles E) Gender continuum
Answer: C Page: 100
70. The behaviors considered appropriate for males and females in a given society are known as _____. A) Gender B) Sex C) Gender identity D) Gender roles E) Gender continuum
Answer: D Page: 100
71. While women are vital members of the workforce in the U.S., they are still considered the primary care givers of the children in a family. This represents women's _____ in American society. A) gender B) sex C) gender identity D) gender role E) gender continuum
Answer: D Page: 100 72. A(n) _____ is based on an attribute over which the individual has little or no control. A) traditional role B) achievement role C) ascribed role D) gender identity E) gender orientation
Answer: C Page: 101
73. _____ are based on performance criteria over which the individual has some degree of control. A) Traditional roles B) Achievement roles C) Ascribed roles D) Gender roles E) Selective roles
Answer: B Page: 101
74. A woman that is married with the husband assuming the responsibility for providing for the family and the wife running the house and taking care of the children would be classified as _____. A) gender appropriate B) gender consistent C) traditional D) modern E) old-fashioned
Answer: C Page: 101
75. Catherine is married and a mother of two children. She has decided to forego her own career to stay home with her children until they are grown and on their own. Both she and her husband have decided that it is best for their family for him to assume the responsibility for providing financial security for them while she takes care of the home and family. Catherine would be classified as which type of woman? A) gender appropriate B) gender consistent C) traditional D) modern E) old-fashioned
Answer: C Page: 101 76. A woman that is married where both she and her husband work and share homemaking and child care responsibilities is classified as _____ with respect to gender orientation. A) transgender B) gender inconsistent C) traditional D) modern E) cutting-edge
Answer: D Page: 101
77. Rayna is married and a mother of four children. Both she and her husband share homemaking and child-rearing responsibilities. Rayna would be classified as a_____ gender orientation. A) transgender B) gender inconsistent C) traditional D) modern E) cutting-edge
Answer: D Page: 101
78. Which of the following is a segment of female consumers? A) Traditional housewife B) Trapped housewife C) Trapped working woman D) Career working woman E) all of the above
Answer: E Page: 102-103
79. Lisa is a single mother of two and works two jobs to provide for her family and derives little or no satisfaction from employment. To which market segment would Lisa belong? A) Traditional housewife B) Trapped housewife C) Trapped working woman D) Career working woman E) Modern-day woman
Answer: C Page: 102-103 80. Which of the following is a reason why women are an important target market? A) Women-headed households are expected to represent almost 50 percent of all households in 2010. B) Women are homogeneous as a group, which makes marketing to them easier. C) More women work more hours outside the home today than at any time in our history. D) Women's purchasing power now equals men's purchasing power. E) all of the above
Answer: C Page: 103
81. Since women are quite diverse as a group, what other factors must marketers also consider when designing marketing communications? A) ethnicity B) age C) life stage D) employment status E) all of the above
Answer: E Page: 104
True/False Questions
82. Observable shifts in consumer behavior are often due to underlying shifts in cultural values.
Answer: True Page: 82
83. America is basically a secular society.
Answer: True Page: 83
84. Materialism is an emerging American self-oriented value.
Answer: False Page: 84
85. Consumers' efforts to reduce their reliance on consumption and material possessions have been termed dematerialization.
Answer: False Page: 86 86. Americans continue to value an active approach to life.
Answer: True Page: 97
87. Consumers labeled as “True Greens” express deeply felt environmental concerns and tailor their actions and purchases to these beliefs.
Answer: False Page: 89
88. Consumers higher in individualism are more likely to complain, switch, or engage in negative word-of-mouth.
Answer: True Page: 90
89. Americans have always valued diversity.
Answer: False Page: 90-91
90. Though Americans are increasingly focusing on cooperation and teamwork, it is done so that the team or group can outperform some other team or group.
Answer: True Page: 92
91. Green marketing, like food supplement marketing, is unregulated and marketers can make unsubstantiated claims without penalty.
Answer: False Page: 93
92. Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.
Answer: True Page: 95
93. Current estimates vary, but common benchmarks put the size of the gay market at 10 to 15 percent of the adult U.S. population.
Answer: False Page: 97
94. Compared to the general population, gay consumers tend to be less tech savvy.
Answer: False Page: 99 95. Gender roles refer to the traits of femininity and masculinity.
Answer: False Page: 100
96. A “Trapped Housewife” is generally married and stays at home, but she prefers to work and does not enjoy household chores.
Answer: True Page: 102
Essay Questions
97. Discuss changes in three of Americans' self-oriented values.
Page: 82-87 Answer: The chapter discussed six self-oriented value changes, and students can discuss any three: a. Religious/Secular--America is basically a secular society. A religious group does not control the educational system, government, or political process and most people's daily behaviors are not guided by strict religious guidelines. While Americans often profess to be more religious than their behaviors would suggest, religious-based beliefs do influence decisions. Those for whom religion is especially important are conservative in their beliefs. b. Sensual Gratification/Abstinence--Closely tied to America's traditional religious orientation was a belief in the virtue of abstinence. As American society became more secular, sensual gratification became more acceptable. c. Postponed/Immediate Gratification--Americans seem unwilling to delay pleasures, which has been a major force in maintaining a relatively strong economy. d. Hard Work/Leisure--Americans continue their strong tradition of hard work, and the percentage of married women who work outside the home for wages has increased considerably. Reasons for working hard include material orientation, because they lack the skills or job opportunities to provide even a moderate lifestyle without doing so, and because work is meaningful and valuable to them. e. Material/Nonmaterial--Americans have maintained a strong material orientation, resulting in a consumption-driven society. However, some consumers are reducing their reliance on consumption and material possessions, which has been termed voluntary simplicity. f. Active/Passive--Americans continue to value an active approach to life. While less than half of all American adults exercise regularly, most take an active approach to both leisure and problem-solving activities. 98. Define green marketing and explain what is meant by “sustainability.”
Page: 93-94 Answer: Green marketing is how marketers have responded to Americans’ increasing concern for the environment, and it generally involves (a) developing products whose production, use, or disposal is less harmful to the environment than the traditional versions of the product, (b) developing products that have a positive impact on the environment, and (c) tying the purchase of a product to an environmental organization or event. An emerging consensus is that sustainability involves methods that are (a) profitable for the farmer, (b) environmentally sound, and (c) socially responsible.
99. The company you work for wants to integrate its philanthropic charitable giving with its own corporate performance. Explain how this can be accomplished, and discuss how consumers might respond to this effort.
Page: 95-97 Answer: Cause-related marketing (CRM) is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause. Research has shown that CRM increases consumers' trust in the company, claim that a company's commitment to a social cause is important when deciding what to recommend to other people, and that they are willing to switch brands based on CRM when price and quality are equal. However, four segments of consumers have been identified: (a) Skeptic (i.e., doubt sincerity or effectiveness of CRM), (b) Balancer (i.e., believe in CRM but generally don't act accordingly), (c) Attribution-oriented (i.e., concerned about motives behind CRM), and (d) Socially concerned (i.e., driven by desire to help).
100. What issues must companies understand and contend with when attempting to market to the gay consumer?
Page: 98 Answer: Any firm that desires to capture the loyalty of the gay community must have internal policies that do not discriminate against gay employees, and the Human Rights Campaign Foundation provides such information through its corporate equality index (CEI). Additional product and communication issues must also be considered. For example, does the product need to be modified to meet the needs of this market? Should the firm advertise in gay-oriented media using its standard ads? Should it advertise in gay media using ads with gay themes? To what extent should the firm be involved in gay community activities? Should its major media ads include ads with gay themes? 101. Compare and contrast the terms gender, gender identity, and gender roles.
Page: 100-101 Answer: The term gender is used to refer to whether a person is biologically a male or female (the term sex is used interchangeably with gender). Gender identity refers to the traits of femininity (expressive traits such as tenderness and compassion) and masculinity (instrumental traits such as aggressiveness and dominance). These traits represent the ends of a continuum, and individuals have varying levels of each trait, with biological males tending to be toward the masculine end of the continuum and biological females toward the feminine end. Gender roles are the behaviors considered appropriate for males and females in a given society. Gender roles are ascribed roles, which is based on an attribute over which the individual has little or no control.