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Consumer Behavior, 11e (Schiffman/Kanuk)
Chapter 10 The Family and Its Social Class Standing
1) Traditionally, ________ is defined as two or more people related by blood, marriage, or

adoption who reside together.
A) friendship
B) celebrity
C) household
D) a work group
E) family
Answer: E
Diff: 1
Skill: Concept
Learning Obj: 10.1: To understand the family as a consumer socialization agent.
Learning Outcome: 12: Describe the effects of changing family structures on family decision
making
AACSB: Reflective thinking
2) A married couple and one or more children constitute a(n) ________.

A) work group
B) nuclear family
C) extended family
D) friendship group
E) life cycle
Answer: B
Diff: 2
Skill: Concept
making
3) Kevin and Lisa have been married for two years and have not yet had their first child. What
kind of family does this constitute?
A) empty nest
B) married couple
C) extended family
D) single-parent family
E) nuclear family
Answer: B
Diff: 1
Skill: Application
making
AACSB: Application of knowledge
1
Copyright © 2015 Pearson Education, Inc.
4) Joanne and Juan have three children: Emma, Ava, and Joseph. They are an example of a(n)
________.
A) empty nest
B) married couple
C) extended family
E) nuclear family
Answer: E
Diff: 1
Skill: Application
making
5) A husband and wife and one or more children, together with at least one grandparent living
within the household, constitutes a(n) ________.
A) empty nest
B) married couple
C) extended family
E) nuclear family
Answer: C
Diff: 1
Skill: Concept
making
6) ________ responsibilities have been expanding because attaining good jobs as adults has
become harder and parents feel that children must be ahead of other children from a young age.
A) Intergenerational brand transfer
B) Peer socialization
C) Consumer socialization
D) Shared shopping experience
E) Parental socialization
Answer: E
Diff: 2
Skill: Concept
making
2
7) In the context of marketing, the most important role of the family is ________.
A) intergenerational brand transfer
B) peer socialization
C) socialization of family members
D) shared shopping experience
E) parental socialization
Answer: C
Diff: 2
Skill: Concept
making
8) ________ is defined as the process by which children acquire the skills, knowledge, attitudes,
and experiences necessary to function as consumers.
A) Intergenerational brand transfer
E) Parental socialization
Answer: C
Diff: 2
Skill: Concept
making
9) Children perceive ________ to be a close and reliable source of information, whereas

adolescents and teenagers are likely to look to ________ for models of acceptable consumption
behavior.
A) their families; their friends
B) their friends; media
C) media; their friends
D) media; their families
E) their friends; their families
Answer: A
Diff: 2
Skill: Concept
making
3
10) A ________ is a person or organization involved in the socialization process because of
frequency of contact with the individual and control over the rewards and punishments given to
the individual.
A) socialization agent
B) status agent
C) consumption agent
D) decision agent
E) composite agent
Answer: A
Diff: 2
Skill: Concept
making
11) Mothers are stronger consumer socialization agents than their husbands because ________.
A) they are more involved with their children
B) they often control their children's exposure to commercial messages
C) they provide instruction in the skills needed to become consumers
D) they regulate the amount of money children can spend and how they spend it
E) all of the above
Answer: E
Diff: 2
Skill: Concept
making
12) Deborah is married and has a career. She multitasks and teaches her children how to become
good consumers. She lets them learn from experience and make buying mistakes. When
characterizing mothers' socialization-related attitudes, Deborah would be categorized as a
________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer: D
Diff: 2
Skill: Application
making
4
13) Chris does not have the money to indulge her children's requests. She is very price and value
conscious. She views her life negatively. When characterizing mothers' socialization-related
attitudes, Chris would be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer: A
Diff: 2
Skill: Application
making
14) Sarah is focused on her family, and often sacrifices her own desires to meet the wants of her
children. She trusts well-known companies and brands. When characterizing mothers'
socialization-related attitudes, Sarah would be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer: B
Diff: 2
Skill: Application
making
5
15) Josie is culturally and socially isolated. She views herself as a caretaker and homemaker. She
loves her children, but feels emotionally distanced from them. She deliberates regarding
purchases. When characterizing mothers' socialization-related attitudes, Josie would be
categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer: E
Diff: 2
Skill: Application
making
16) Hillary has a high income and a Master's degree. She is rational and teaches her children to
shop and spend responsibly. She resents the influence of the media on her children. When
characterizing mothers' socialization-related attitudes, Hillary would be categorized as a
________.
A) Struggler
B) Nurturer
C) Protector
D) Balancer
E) Stoic
Answer: C
Diff: 2
Skill: Application
making
6
17) Kristen is self-focused and seeks acceptance and attention from others. She is a conspicuous
consumer. She views her children as part of her image, and often gives in to her children's
requests to make her life easier. When characterizing mothers' socialization-related attitudes,
Kristen would be categorized as a ________.
A) Struggler
B) Nurturer
C) Protector
D) Diva
E) Stoic
Answer: D
Diff: 2
Skill: Application
making
18) ________ parents are very nurturing and highly permissive in respect to consumer
socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer: B
Diff: 2
Skill: Concept
making
19) ________ parents are very permissive, but provide their children with little or no nurturing
during consumer socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer: C
Diff: 2
Skill: Concept
making
7
20) ________ parents are very nurturing but very restrictive in respect to consumer socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer: D
Diff: 2
Skill: Concept
making
21) ________ parents are very restrictive and not nurturing in respect to consumer socialization.
A) Rigid
B) Indulgent
C) Neglecting
D) Authoritative
E) Authoritarian
Answer: E
Diff: 2
Skill: Concept
making
22) ________ involves the transfer of values, product loyalties, or brand preferences from one
generation to another.
A) Intergenerational transfer
E) Family member socialization
Answer: A
Diff: 2
Skill: Concept
making
8
23) Gloria buys Crest toothpaste because her mother always bought Crest for her family when
she was growing up. This is an example of ________.
A) intergenerational transfer
B) peer socialization
C) consumer socialization
D) shared shopping experience
E) family member socialization
Answer: A
Diff: 2
Skill: Application
making
24) Socialization is best described as ________.

A) a one-way process whereby adults socialize children
B) a one-way process whereby children socialize adults
C) a one-way process that occurs only during adolescence
D) a one-way process that occurs only during adulthood
E) a two-way process in which the young person is both socialized and influences those who are
doing the socializing
Answer: E
Diff: 2
Skill: Concept
making
25) The family function related to setting priorities regarding learning and education,
recreational activities, hobbies, setting career goals, media exposure, and shopping habits is
________.
A) economic well being
B) emotional support
C) communication support
D) suitable family lifestyles
E) shopping support
Answer: D
Diff: 1
Skill: Concept
making
9
26) When Joan got transferred to a new city, she went there ahead of the rest of her family and
independently shopped for and purchased a home for them to move into upon their arrival. Joan's
role as the only decision maker in the house purchase makes it an example of a ________.
A) husband-dominated decision
B) wife-dominated decision
C) joint decision
D) autonomic decision
E) heuristic decision
Answer: D
Diff: 3
Skill: Application
Learning Obj: 10.2: To understand family decision making and its members' consumption-
related roles.
making
27) Derek was the primary decision maker when it came to automotive purchases in his
household, but asked for and considered feedback from his wife and children when they went to
purchase a new car. Derek's approach makes the car purchase an example of a(n) ________.
A) husband-dominated decision
B) wife-dominated decision
C) joint decision
D) autonomic decision
E) heuristic decision
Answer: A
Diff: 2
Skill: Application
related roles.
making
10
28) Kim wants a candy bar and tries to convince her father to purchase one for her by threatening
to throw a fit in the crowded grocery store if he does not. This is an example of which of the
following tactics used by children to influence their parents?
A) pressure tactic
B) ingratiating tactic
C) exchange tactic
D) coalition tactic
E) consultation tactic
Answer: A
Diff: 3
Skill: Application
related roles.
making
29) Billy tries to convince his mother to buy him a new set of markers by suggesting that he will
be good and clean his room if she purchases the markers for him. This is an example of which of
the following tactics used by children to influence their parents?
A) inspirational appeal
B) coalition tactic
C) consultation tactic
D) exchange tactic
E) rational persuasion
Answer: D
Diff: 3
Skill: Application
related roles.
making
11
30) Frank tries to get buy-in from his father on the purchase of a new tablet by asking his father
to help him research the different types of tablets and getting him involved in the shopping
process. This is an example of which of the following tactics used by children to influence their
parents?
A) inspirational appeal
B) coalition tactic
C) consultation tactic
D) exchange tactic
E) rational persuasion
Answer: C
Diff: 3
Skill: Application
related roles.
making
31) Vacuum cleaner manufacturers should conduct research on children who perform
housekeeping chores by themselves in their roles as ________.
A) buyers
B) maintainers
C) deciders
D) preparers
E) gatekeepers
Answer: B
Diff: 3
Skill: Application
related roles.
making
12
32) Which of the following is NOT one of the variables that is combined to make the family life
cycle composite variable?
A) marital status
B) size of family
C) age of family members
D) family income
E) employment status of the head of household
Answer: D
Diff: 2
Skill: Concept
Learning Obj: 10.3: To understand the role of the family life cycle in market segmentation and
targeting.
making
AACSB: Analytical thinking
33) In the ________ stage of the traditional family life cycle, single young individuals have
established households apart from their parents.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer: A
Diff: 1
Skill: Concept
targeting.
making
34) Marriage marks the transition from the ________ stage to the ________ stage of the
traditional family life cycle.
A) bachelorhood; honeymooner
B) honeymooner; parenthood
C) parenthood; postparenthood
D) postparenthood; dissolution
E) dissolution; bachelorhood
Answer: A
Diff: 1
Skill: Concept
targeting.
making
13
35) Ken and Kira recently married and do not currently have any children. They both work and
are conscientiously saving their money so that they can go on a cruise next summer. Ken and
Kira are best described as being at the ________ stage of the traditional family life cycle.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer: B
Diff: 1
Skill: Application
targeting.
making
36) The birth of the first child marks the transition from the ________ stage to the ________
stage of the traditional family life cycle.
A) bachelorhood; honeymooner
B) honeymooner; parenthood
C) parenthood; postparenthood
D) postparenthood; dissolution
E) dissolution; bachelorhood
Answer: B
Diff: 1
Skill: Concept
targeting.
making
14
37) During the ________ stage of the traditional family life cycle, married couples tend to be
most comfortable financially.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer: D
Diff: 3
Skill: Concept
targeting.
making
38) The ________ stage of the basic family unit occurs with the death of one spouse.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer: E
Diff: 3
Skill: Concept
targeting.
making
39) Families that do not readily fit into the family life cycle are called ________.
A) atypical families
B) extended families
C) non-family households
D) nuclear families
E) nontraditional families
Answer: E
Diff: 2
Skill: Concept
Learning Obj: 10.4: To understand the consumption patterns of non-traditional families and non-
family households.
making
15
40) Which DSWI Household Classification group is most likely to consume healthy food items
and avoid convenience foods?
A) dual low occupation career couples, white-collar husband
B) nonworking wives
C) low husband occupation households
D) dual low occupation career couples, blue-collar husband
E) very high occupation career couples
Answer: E
Diff: 3
Skill: Application
family households.
making
41) Social class stems from ________, which is the degree of prestige the members of one social
class have in comparison with members of the other social classes.
A) religion
B) power
C) social status
D) upward mobility
E) education
Answer: C
Diff: 1
Skill: Concept
Learning Obj: 10.5: To understand the impact of social stratification on consumer behavior.
Learning Outcome: 13: Describe the influence of social class and economics class on consumer
behavior
42) Social Comparison Theory suggests ________.

A) power is related to the amount of economic assets an individual has
B) wealth is related to the degree of influence over others an individual has
C) social stratification is only present in materialistic societies, as has been the case throughout
the history of human existence
D) individuals compare their own material possessions with those owned by others in order to
determine relative social standing
E) belonging to a given social class is no longer reflected in differences in values, attitudes and
behaviors
Answer: D
Diff: 2
Skill: Concept
behavior
16
43) Relative ________ is a measure of the amount of economic assets an individual possesses.
A) wealth
B) affluence
C) social status
D) power
E) prestige
Answer: A
Diff: 3
Skill: Concept
behavior
44) Paul is an analyst at an investment bank. He notices that many of the senior executives at his
office wear Rolex watches, so he decides to save up and buy a Rolex so that he will appear to be
more like those executives. Paul's comparison of his own material possessions with those owned
by others to determine his relative social standing is an example of ________.
A) Social Comparison Theory
B) affluent consumption
C) downward comparison
D) social stratification
E) antisocial comparison
Answer: A
Diff: 2
Skill: Application
behavior
45) According to the ________ measure of social class, the phenomenon of social class is one
that reflects an individual's sense of belonging or identification with others.
A) subjective
B) consumption
C) reputational
D) status
E) objective
Answer: A
Diff: 3
Skill: Concept
Learning Obj: 10.6: To understand how to measure social class and segment consumers
accordingly.
behavior
17
46) The feeling of social-group membership is referred to as ________.
A) reputational measures
B) class identification
C) social class involvement
D) class consciousness
E) reputational class
Answer: D
Diff: 3
Skill: Concept
accordingly.
behavior
47) In the subjective measurement approach to social classification, most respondents have a
tendency to classify themselves in the ________ class.
A) upper
B) middle
C) lower
D) working
E) highest
Answer: B
Diff: 2
Skill: Concept
accordingly.
behavior
48) Occupation, amount of income, and education are typical variables used as ________
measures of social class.
A) subjective
B) consumption
C) reputational
D) status
E) objective
Answer: E
Diff: 1
Skill: Concept
accordingly.
behavior
18
49) Streamline Luggage Company markets its roll-aboard suitcases to international executives
and businesspeople that travel regularly. This is an example of segmenting based on ________.
A) education
B) occupation
C) conspicuous consumption
D) income
E) prestige
Answer: B
Diff: 2
Skill: Application
accordingly.
behavior
50) The ________ consists of giving respondents index cards with about 100 or so jobs listed on
them and asking them to arrange the cards from the most to the least prestigious.
A) ladder of conspicuous consumption
B) ladder of social ranking
C) occupational prestige scale
D) collective will scale
E) social-class consciousness scale
Answer: B
Diff: 3
Skill: Concept
accordingly.
behavior
19
51) A ________ consists of more than one demographic variable and combines several
socioeconomic factors to determine social-class standing.
A) subjective measure
B) ladder of social ranking
C) social consciousness scale
D) multi-variable index
E) socioeconomic potpourri index
Answer: D
Diff: 2
Skill: Concept
accordingly.
behavior
52) ________ is a weighted measure of occupation, source of income, house type, and quality of
neighborhood to assess social class.
A) Social Stratification Theory
B) Chapin's Social Status Scale
C) Social Comparison Theory
D) The Index of Status Characteristics
E) The Socioeconomic Status Score
Answer: D
Diff: 3
Skill: Concept
accordingly.
behavior
53) Which of the following social class strata are typically conspicuous users of new wealth?
A) upper-upper class
B) lower-upper class
C) lower-middle class
D) upper-lower class
E) low-lower class
Answer: B
Diff: 3
Skill: Application
Learning Obj: 10.7: To understand the demographics, lifestyles, and consumption patterns of
America's social classes.
behavior
20
54) Which of the following class strata view work as means to "buy" enjoyment?
A) lower-upper class
B) upper-middle class
E) lower-lower class
Answer: D
Diff: 3
Skill: Application
behavior
55) Which of the following class strata constitute a major market for do-it-yourself products?
Answer: C
Diff: 3
Skill: Application
behavior
56) The classic Horatio Alger tale of a penniless young orphan who managed to achieve great
success in business and in life is an example of ________.
A) downward mobility
B) conspicuous consumption
D) power
E) upward mobility
Answer: E
Diff: 3
Skill: Concept
behavior
21
57) The ________ states that members of lower classes adopt the fashions of the upper class and
maintain them even after the upper class has abandoned these fashions.
A) upward mobility effect
B) downward mobility effect
C) trickle-down effect
D) exclusivity bias
E) trickle-up effect
Answer: C
Diff: 2
Skill: Concept
behavior
58) Which of the following is NOT a characteristic of affluent customers, relative to the less
wealthy?
A) healthier
B) higher life expectancies
C) less likely to become marketers' "customers for life"
D) more pressure to achieve
E) more isolated from parents
Answer: C
Diff: 2
Skill: Concept
behavior
59) Why do many researchers maintain that America's middle class has been shrinking?
A) the global shrinkage of the middle class
B) the failing economy
C) the geographic shift from metropolitans to the suburbs
D) some members are moving upstream to upper-middle class while others are slipping
backward to the working class
E) the expansion of educational opportunity
Answer: D
Diff: 3
Skill: Application
behavior
22
60) Downscale consumers are more brand loyal than upscale consumers because ________.
A) they have found the brand that satisfies their needs the best
B) upscale consumers are never satisfied
C) they cannot afford to make mistakes by switching to unfamiliar brands
D) they have loyalty towards companies that target them specifically
E) intergenerational brand transfer is more prevalent in these households
Answer: C
Diff: 2
Skill: Concept
behavior
61) Downscale consumers often spend a higher percentage of their available incomes on
________ than do their middle-class counterparts.
A) entertainment
B) housing
C) education
D) food
E) clothing
Answer: D
Diff: 2
Skill: Concept
behavior
62) The ________ look, consisting of practical, comfortable, and timeless (vs. trendy) clothing,
is often identified with the upper social class and emulated by lower classes.
A) preppy
B) WASP
C) strata
D) symbolic
E) downscale
Answer: A
Diff: 1
Skill: Concept
behavior
23
63) Relative to working-class study participants, young professionals are more likely to perceive
themselves as ________.
A) average
B) frustrated about their ability to finish things
C) uncertain about the future
D) undisciplined
E) empowered in the sense that they could achieve whatever they set their minds to
Answer: E
Diff: 2
Skill: Concept
behavior
64) Which of the following is true of social class as it relates to saving, spending, and credit?
A) Upper-class consumers tend to use their bank credit cards for installment purchases.
B) Young professionals perceive themselves as being average and have a strong sense of
uncertainty about the future.
C) Lower-class consumers are more future oriented and confident of their financial acumen.
D) Lower-class consumers tend to pay their credit card bills in full each month.
E) Upper-class purchasers use their credit cards as a convenient substitute for cash and pay their
credit card bills in full each month.
Answer: E
Diff: 3
Skill: Concept
behavior
24
65) In an example of ________, many predict that today's youngest generation, the Eco
Boomers, will experience lower living standards than their parents.
A) upward mobility
C) downward mobility
D) symbolic consumption
E) reverse stratification
Answer: C
Diff: 2
Skill: Concept
behavior
66) The rationale for using ________ is that "birds of a feather flock together," or families of
similar socioeconomics reside in the same neighborhoods or communities.
A) sociodemographics
B) social class
C) social strata
D) geodemographics
E) ISC
Answer: D
Diff: 1
Skill: Concept
Learning Obj: 10.8: To understand how to employ geodemographics to locate target markets.
behavior
67) Which PRIZM segment should marketers of very expensive vacations and conspicuous
luxury goods study and/or target?
A) Striving Singles
B) Young Accumulators
C) Accumulated Wealth
D) Sustaining Seniors
E) Cautious Couples
Answer: B
Diff: 3
Skill: Application
behavior
25
WATCH MINI CASE: Bob is interviewing for high-level managerial jobs in the Boston area. He
decides that, in order to make himself more appealing for the job, he should wear expensive suits
and carry expensive business accessories. To this end, he has decided to purchase an Icon
watch, because Bob perceives that Icon watches are expensive and typically worn by people with
high social status. In fact, Icon specifically targets its wristwatches to image-conscious business
executives and has its best results focusing its marketing efforts on men between the ages of 35
and 50 living in affluent zip codes of New York City and its surrounding suburbs.
68) In the WATCH MINI CASE, seeking a job with higher income and greater prestige, Bob is
trying to exercise ________.
A) downward mobility
D) power
E) upward mobility
Answer: E
Diff: 3
Skill: Application
behavior
69) In the WATCH MINI CASE, Icon seems to be appealing to a target market of consumers
seeking a wristwatch that provides ________.
A) a sense of achievement
B) a sense of power
C) a sense of being well-educated
D) a sense of status
E) a sense of importance
Answer: D
Diff: 2
Skill: Application
behavior
26
70) In the WATCH MINI CASE, Icon's focus on men of a given age in specific zip codes is an
example of ________.
A) affluence targeting
B) single-variable indexing
C) geodemographic clustering
D) autonomic decision making
E) socialization
Answer: C
Diff: 3
Skill: Application
behavior
SMITH MINI CASE: Nathan Smith is single and lives in Detroit, where he works on the
assembly line at the local automobile manufacturing plant and is a member of the Automobile
Workers Union. He views work as a means to buy things to enhance his leisure time and recently
purchased a new television so that he could better watch his favorite team, the Detroit Lions,
play football. Nathan has always followed the Lions, largely because his dad was a big Lions
fan.
71) In the SMITH MINI CASE, Nathan is most likely considered to be in the ________ stage of
the traditional family life cycle.
A) bachelorhood
B) honeymooner
C) parenthood
D) postparenthood
E) dissolution
Answer: A
Diff: 1
Skill: Application
targeting.
making
27
72) In the SMITH MINI CASE, Nathan is most likely to be a part of which of the following
social classes?
Answer: D
Diff: 3
Skill: Application
behavior
73) In the SMITH MINI CASE, which of the following is most likely to describe Nathan?
A) Nathan uses his credit card as a convenient substitute for cash.
B) Nathan perceives himself to be empowered in the sense that he can achieve whatever he sets
his mind to.
C) Nathan saves money primarily in the interest of safety and security.
D) Nathan is likely to attend the theater and concerts.
E) Nathan prefers to spend his leisure time on cerebral activities, like reading or visiting
museums.
Answer: C
Diff: 3
Skill: Application
behavior
74) In the SMITH MINI CASE, Nathan roots for the Lions because his dad did. This is an
example of ________.
A) subjective measurement
B) geodemographic clustering
C) intergenerational transfer
D) syncratic decision making
E) status consumption
Answer: C
Diff: 3
Skill: Application
making
28
75) The family commonly provides the opportunity for product exposure and trial and imparts
consumption values to its members.
Answer: TRUE
Diff: 1
Skill: Concept
making
76) All households are families.

Answer: FALSE
Diff: 1
Skill: Concept
making
77) Structured activities for children, along with constantly being surrounded by mass media and
online social networks, provide children with lots of time to explore their creativity.
Answer: FALSE
Diff: 2
Skill: Application
making
78) Fathers are stronger consumer socialization agents than their wives.
Answer: FALSE
Diff: 2
Skill: Concept
making
29
79) The Stoic socialization-related attitude is characterized as a mother who has the highest
income and education, is rational, teaches her children to shop and spend responsibly, and
resents the influence of the media on her children.
Answer: FALSE
Diff: 3
Skill: Application
making
80) The four parental styles are classified across two dimensions: permissive vs. restrictive and
very nurturing vs. non-nurturing.
Answer: TRUE
Diff: 2
Skill: Concept
making
81) Most adolescents and teens prefer to look to their parents and older siblings in the
development of consumer behavior norms.
Answer: FALSE
Diff: 2
Skill: Concept
making
82) Socialization begins in early childhood and culminates in early adulthood.

Answer: FALSE
Diff: 2
Skill: Concept
making
30
83) The relative influence of a husband and wife on a particular consumer decision depends in
part on the product or service category.
Answer: TRUE
Diff: 1
Skill: Application
related roles.
making
84) Husband-wife decision making appears to be independent of cultural influences.

Answer: FALSE
Diff: 1
Skill: Concept
related roles.
making
85) Over the past several decades, as a result of families having fewer children, there has been a
trend toward children playing a more active role in the family decision-making process.
Answer: TRUE
Diff: 2
Skill: Application
related roles.
making
86) Increases in the divorce rate and the number of out-of-wedlock births, and the decline in the
number of extended families has resulted in an increase in the percentage of families that
progress through the traditional family life cycle.
Answer: FALSE
Diff: 2
Skill: Concept
targeting.
making
31
87) Families in the parenthood stage are an important market for luxury goods, new automobiles,
expensive furniture, and vacations to faraway places.
Answer: FALSE
Diff: 2
Skill: Application
targeting.
making
88) According to social comparison theory, individuals normally compare their own material
possessions with those owned by others in order to determine their relative social standing.
Answer: TRUE
Diff: 2
Skill: Concept
behavior
89) Individuals with more purchasing power or a greater ability to make purchases have more
status.
Answer: TRUE
Diff: 2
Skill: Application
behavior
90) Conspicuous possessions serve as markers or indicators of one's own status and the status of
others.
Answer: TRUE
Diff: 1
Skill: Concept
behavior
32
91) Social-class membership serves consumers as a framework or reference for the development
of their attitudes and behavior and provides a natural basis for market segmentation for many
products and services.
Answer: TRUE
Diff: 3
Skill: Application
behavior
92) Age and religion are especially important as a means of locating concentrations of consumers
with specific social-class membership.
Answer: FALSE
Diff: 2
Skill: Concept
accordingly.
behavior
93) There is a strong positive relationship between health and economic status.
Answer: TRUE
Diff: 3
Skill: Concept
behavior
94) Although only a minority of U.S. households are considered "affluent," these households
account for the majority of household income in the United States.
Answer: TRUE
Diff: 2
Skill: Concept
behavior
33
95) All affluent consumers share the same lifestyle.
Answer: FALSE
Diff: 1
Skill: Concept
behavior
96) The choice of how many different social classes to use depends on the amount of detail that
the researcher believes is necessary to explain adequately the attitudes or behavior under study.
Answer: TRUE
Diff: 2
Skill: Concept
behavior
97) Nouveau rich consumers believe "toys" that are bought to display wealth publicly (e.g.
yachts) are vulgar.
Answer: FALSE
Diff: 2
Skill: Application
behavior
98) The most sophisticated geodemographic segmentation is Nielsen's PRIZM®, which

combines sociodemographic and demographic factors with consumer buying and media exposure
data to locate consumers with similar lifestyles and buying behaviors.
Answer: TRUE
Diff: 1
Skill: Concept
behavior
34
99) The PRIZM® "Accumulated Wealth" segment shies away from buying conspicuous luxury
goods because they regard them as in poor taste/showing off money.
Answer: TRUE
Diff: 2
Skill: Application
behavior
100) Why are mothers generally stronger consumer socialization agents than their husbands?
Answer: Mothers are more involved with their children, they often control their children's
exposure to commercial messages, they provide instruction in the skills needed to be consumers,
and they regulate the amount of money children can spend and how they spend it.
Diff: 2
Skill: Concept
making
101) Differentiate between the four parental styles and their respective attitudes towards
advertising, consumption and yielding to children's buying requests.
Answer: Indulgent parents are very nurturing and highly permissive; neglecting parents are very
permissive but provide their children with little or no nurturing; authoritative parents are very
nurturing and very restrictive; authoritarian parents are very restrictive and not nurturing.
Diff: 2
Skill: Concept
making
102) Identify and describe the three supportive roles a family plays in the socialization process
and consumer behavior.
Answer: Economic well-being: the provision of financial resources to its members and
allocation of income to adequately support members.
Emotional support: the provision of love, affection, and intimacy to family members.
Suitable family lifestyles: the prioritization of learning and education, recreational activities,
hobbies, setting career goals, media exposure, and shopping habits.
Diff: 2
Skill: Concept
making
35
103) What are the stages of the traditional family life cycle? What happens at each stage?
Answer: Bachelorhood refers to young single men and women, mostly college educated, who
have incomes that allow them to leave home and establish their own households.
Honeymooners are young and newly married couples. They tend to be educated, engaged and
have combined discretionary income that make them desirable for marketers.
Parenthood is married couples with at least one child living at home. It is divided into the
preschool phase, the elementary school phase, the high school phase and the college phase.
Financial resources, child rearing and educational responsibilities change over these phases.
Postparenthood is older married couples with no children living at home. Often these empty
nesters can do things they could not afford to do when their children lived at home or went to
college and, after the empty nest stage, travel frequently, take extended vacations, purchase a
second home, etc.
Dissolution refers to one surviving spouse who tends to follow a more economical lifestyle.
Diff: 2
Skill: Concept
targeting.
making
104) What is social comparison theory? How might marketers use this theory in advertising?
Answer: Social comparison theory suggests that individuals normally compare their own
material possessions with those owned by others in order to determine their relative social
standing. Because visible or conspicuous possessions are easy to spot, they especially serve as
markers or indicators of one's own status and the status of others. An individual consumer might
decide to compare himself to someone who is worse off in order to bolster his self-esteem.
Alternatively, he might elect to compare upward with someone who appears to have more
purchasing power, which is likely to make the consumer feel somewhat inferior.
Marketers can capitalize on tendencies among people by displaying their products as

contributing to or elevating the status of its owners. They can provide points of comparison in
advertisements to increase consumer motivation to purchase a product because the consumer
believes it will elevate his/her status.
Diff: 2
Skill: Application
behavior
36
105) Why do marketers target affluent households? If affluent households are such great targets,
why not target them exclusively?
Answer: Affluent households constitute an especially attractive target segment because its
members have incomes that provide them with a disproportionately larger share of all
discretionary income. Members of affluent households are also healthier, helping them live
longer than members of non-affluent households and giving them a longer consumption life.
Despite their lower proportion of discretionary income, downscale consumers control

somewhere near 30% of the total income in the United States. Lower-income consumers may
also be more brand loyal than wealthier consumers, because they cannot afford to make mistakes
by switching to unfamiliar brands.
Diff: 2
Skill: Application
behavior
106) Identify the benefits and dangers of a single company marketing different brands to
different social class segments. Give an example.
Answer: People tend to avoid stores that have the image of appealing to a social class very
different from their own. For this reason, in order to appeal to working class consumers without
driving away their middle and upper class consumers, companies will market different brands of
their products, or even different stores, to different social class segments. For example, Gap
opened its Old Navy stores with cheaper clothing in order to sell to working class consumers
without giving its Gap stores a working class reputation and driving away Gap's middle and
upper class customers. While Old Navy has increased the parent company's sales by targeting a
new social class segment, the downside to this strategy is that Old Navy sales have cannibalized
some Gap sales, with Gap customers instead choosing to buy their clothes at the less expensive
Old Navy.
Diff: 3
Skill: Application
behavior
37
107) How do the lower classes and upper classes differ in terms of saving, spending and credit?
Answer: Upper class segments are more future-oriented and confident of their financial acumen,
and they are more willing to invest in insurance, stocks, and real estate. In comparison, lower-
class consumers are generally more concerned with immediate gratification. When they do save,
they are primarily interested in safety and security.
As for their credit card usage, members of the lower classes tend to use their credit cards for
installment purchases, whereas members of the upper social classes pay their credit card bills in
full each month.
Diff: 2
Skill: Application
behavior
108) Differentiate between non-traditional families and non-family households. What are the
implications of the difference between these two groups for marketers?
Answer: Nontraditional families do not readily fit into the family life cycle, while non-family
households are living situations that are not legally defined as families. Non-family households
change in composition over time. Marketers need to be aware of the composition of non-family
households and the role of non-family household members in decision making. Nontraditional
families have risen, so marketers must acknowledge their existence in a way that does not
alienate traditional households.
Diff: 2
Skill: Concept
family households.
making
38
109) What is the difference between subjective and objective measures of social class? Explain
how each is used.
Answer: Subjective measures consist of asking people to estimate their own social class. It is
misleading because some consumers incorrectly identify themselves as middle class, but it
represents the participants' self-perceptions and sense of belonging or identification with others.
Objective measures use demographic variables and ask respondents factual questions about
themselves, their families and their places of residence. Objective measures include occupation,
amount of income, education and/or sources of income and are used in geodemographic
clustering.
Diff: 2
Skill: Concept
accordingly.
behavior
39
Another random document with
no related content on Scribd:
Golly, John, you look like a house plant. I see right now that you’ll
have to get more sunshine, or this here city life will get the best of
you. How do you like the city life, anyway? Gee! but such a room!
Mr. Benson
The house is all right, but the life is pretty doggone dull.
Hiram
Just what I told your son, Harry. The conveniences are all right,
but you’re just as much out of place as a pump handle on an ice
house.
Mr. Benson
I suppose it is the only life for those that is brought up that way.
Hiram
Sure, but it’s just as hard for a farmer to get used to city ways as it
is for a fish to get used to living on land.
Enter Mrs. Benson.
Mrs. Asterbilt
Mrs. Benson, I think we had better be going.
Mrs. Benson
Oh, you musn’t go so soon—I have ordered a light lunch.
Mrs. Asterbilt
But we ought to be going, and then you’ll want to be visiting with
your neighbor.
Hiram
Don’t let me be causing you to leave, the more the merrier. I
wouldn’t advise you to leave until after the lunch Mrs. Benson has
prepared. She’s the finest cook round, they always calls on her to
make the biscuits for the ladies’ aid doin’s at the church and picnics
in the summer time. I’d advise you to stay.
Mr. Asterbilt
Mr. Johnson, I suppose you are taking a little vacation to get away
from the monotony of the farm. It must be an awful dull place to
spend one’s life in.
Hiram
By golly, you couldn’t pull me away from the farm with a train of
cars. Why what have you got in the city that’s pleasant? Ye haven’t
got anything but crowded streets and houses. Everything ye have is
artificial. Why you talk about the monotony, I’d like to know where ye
get any more than in the city. Why, everything in the city is always
the same. Ye never have any change unless some one starts a fire
to get some insurance and burns half the town down. Out in the
country everything grows up new every spring and we have the
pleasure of seem’ nature at its great work. What’s more pleasant
than sowin’ a little seed and watchin’ hit go through all the stages till
it gets to be a big plant? Why, look at these flowers—I bet John paid
no less than a dollar a head for ’em. Out on the farm they will grow
right in your own door yard. Ain’t that right, John?
Mr. Asterbilt
That may be true, but what about your long winter?
Hiram
Why, what can be more beautiful than to see nature asleep and
covered with a blanket of snow? Why, it makes ye have a feelin’ ye
can’t explain. And, golly, the feelin’ ye have when the sun begins
removin’ the blanket and all nature begins to wake up again. It
makes ye feel like ye’d been asleep with it and was wakin’ up with it
and fresh for work. There’s nothin’ like it. Ain’t that right, John?
A maid enters carrying a tray full of large meat sandwiches.
Maid
Har your sanvitches bane vot yu vanted.
Mrs. Benson
Taking tray and offering them to Mrs. Asterbilt.
Won’t you have one?
Mrs. Asterbilt
No, thanks. Really, Mrs. Benson, we must be going. We have had
a very delightful time. Will you ring for our cloaks?
Mrs. Benson
Placing biscuits on table.
I’m sorry you people have to leave so soon.
Rings for Walter.
Mrs. Asterbilt
I hope we haven’t inconvenienced you, Mrs. Benson, by our not
being here for dinner.
Mrs. Benson
Oh no, not at all. We were only going to have some sausage and
sour kraut. They’re not as good as what we make on the farm, but I
thought perhaps you’d like that better than anything.
Enter Walter. Hiram takes a biscuit from tray and begins eating.
Mrs. Benson
Bring their wraps, Walter.
Hiram
Mary, you sure haven’t forgot how to make those biscuits you used
to make.
Mrs. Benson
But, Hiram, I didn’t make them. We have a maid to do the work
here.
Mr. Benson
Yes, and by jinks, we haven’t had a good meal since.
Hiram
By golly, that’s right, there isn’t anything like home cookin’. Ye
ought ter be back on the farm where ye can have eggs and bakin’
powder biscuits and honey for breakfast—a nice young fried rooster
for dinner with good old white gravy, mashed potatoes, dressin’ and
dumplin’s.
Mr. Asterbilt
Mr. Benson, here is my card. I’m running for commissioner of city
improvement. Hope I may have your vote at the election.
Mr. Benson
If you are a Republican, you can count on it.
Mr. Asterbilt
Smiling.
Politically, I am.
Enter butler with wraps.
Mrs. Benson
Taking wraps and dismissing butler. Hands wraps to guests.
Now that you’ve made a start, I hope you will come often.
Mr. Benson
Sure, drop in often, and don’t wait for to be asked; ye’re welcome
any time.
Mrs. Asterbilt
Thank you very much. (To husband) Are you ready? (Bowing to
Mr. and Mrs. Benson.) Good evening.
Exeunt Mrs. Asterbilt and Mrs. Benson.
Mr. Asterbilt
Shaking hands with Mr. Benson.
Good night, Mr. Benson.
Mr. Benson
Good night.
Mr. Asterbilt
Good night, Mr. Johnson. I’m glad I met you.
Hiram
Same to you. Meetin’ a new friend gives me as much joy as findin’
a dollar bill in my pocket that I didn’t know I had there. If ye ever get
out my way drop in and see me.
Exeunt Mr. Asterbilt and Mr. Benson.
Enter Ethel.
Ethel
Well, if it isn’t Hiram! What possessed you to come to the city?
Hiram
Just travelin’ round a little.
Ethel
I didn’t suppose you traveled very much.
Hiram
We didn’t use to, but now we take a trip most every year back to
old Ohio. Back to the old neighborhood where we were born and
married. So ye haven’t got married yet, have ye? Most birds finds a
mate when they get full feathered. Looks like you’d be catchin’ some
of these rich city fellers. They could line yer nest with feathers.
Ethel
Oh yes, no doubt they could. How did you leave everybody at
home?
Hiram
Just like a rose in July. Saw your brother Harry the day before I
left. He sent a letter down for you. Said ter be sure and give it ter you
and not let the folks see it.
Ethel
Opens letter and reads to self—then to Hiram.
Oh, Hiram, listen to this.
Enter Mr. and Mrs. Benson unobserved—stop and listen as Ethel
reads. Ethel reading.
I take it from your last letter, that the folks are out of place in the
city and discontented. I’m not surprised—in fact I looked for you to
write and tell me before, but I suppose you thought I couldn’t do
anything. But listen, I can and I am. I have it all planned. Just across
the road on the south quarter there is a piece of a building spot. I
was talking with the carpenters yesterday and they said they would
be able to start building the house next week. I have let them suffer
as long as I can. Out here they won’t have anything to do but to look
after themselves and enjoy life where they know how.
Mr. Benson
By jingo and jumpin’ John Rogers, I’m goin’ to-morrow.
Curtain.
ACT II
Scene: Picnic grounds in the country near Harry Benson’s farm.
Scene is at dinner-time on the picnic grounds. The band is heard
playing in the distance. Ethel, Jennie, and Mrs. Benson are busy
taking food from a large box. Mr. Benson is sitting on a spring buggy
seat at one side of the stage. Toy balloon whistles can be heard at
different intervals, some louder than others. Also auto horns tooting
occasionally.
Mrs. Benson
While working.
Ethel, I thought the pageant went just fine. Didn’t you, Jennie?
Jennie
I certainly did. Ethel makes a mighty good milk-maid. That fellow in
love with her seemed to think the same thing.
Mr. Benson
By jinks, it did me a lot of good to see her snub that city feller.
Ethel
I’m glad you all enjoyed it. It went better than we thought it would.
Mrs. Benson
How did you train that dog to walk across the stage like he did?
Ethel
We didn’t—he walked across of his own accord. It fitted in the
scene fine, but I could hardly keep from laughing.
Mrs. Benson
Well, I declare, it looked just like he was supposed to do it.
(Looking in box) I can’t find any salt or pepper.
Auto horns toot in the distance.
Jennie
They’re wrapped up in some white paper in one corner.
Mrs. Benson
Here they are.
Unwraps and puts on table.
Jennie
Wonder what’s keeping Harry. I saw him right after the game, and
he said he’d be down in a little while. Which dish is the salad in,
Ethel?
Ethel
It’s in that large oval dish.
Auto horn toots.
Jennie
Do you know what we forgot? We forgot the sugar for the
lemonade.
Mrs. Benson
Dear me, now what are we to do?
Ethel
Do you remember I started to get it this morning when you asked
me to whip the cream for the cake? I never thought of it again.
Jennie
I wonder if the Newtons would have any more than they want.
Ethel
I’ll run up to where they are eating and see.
Exit Ethel. Enter Harry in baseball suit.
Harry
My, but this shady place feels refreshing. Wow! Such a hypnotizing
odor. Better watch me. I’m liable to go into a spell and eat the whole
works. I feel like a starved wolf.
Mr. Benson
What’s the matter with you fellers, Harry—didn’t I hear you say our
club had a better nine than the Lyon Club?
Harry
Can’t expect to beat that umpire. We got another one for this
afternoon’s game and I’ll bet they don’t beat us then. That umpire
this morning was absolutely “rotten.” He called me out twice on
second base and I was there a mile before the ball both times.
Called Jones out on a home base and the catcher dropped the ball
before he even touched him. We had to strike at everything that
came along, for he’d call it a strike anyway.
Jennie
We hope you’ll beat this afternoon. Are you too tired to get a pail
of water from the spring?
Harry
Not if you will have dinner ready when I get back.
Takes bucket on exit.
Mr. Benson
I wonder why Hiram and his wife ain’t here to-day. They’re
generally along the first ones at a picnic.
Mrs. Benson
I was talking with her over the phone yesterday and she said they
were coming.
Mr. Benson
Doesn’t seem quite natural without Hiram around.
Enter Ethel with Floyd.
Ethel
Opal, I brought Floyd down to play with you.
Opal
Jumping from swing clapping hands.
Oh goodie, won’t you swing me, Floyd?
Ethel
Here is lots of sugar.
Jennie
Good, Harry has gone after the water.
Mrs. Benson
I guess everything is all ready when he gets here.
Enter Harry with water.
Harry
I feel just like a starved bear. If dinner isn’t ready I’m going to jump
in this bucket of water and drown myself.
Ethel and Jennie busy making lemonade.
Jennie
All we’d need to do would be to pour in this juice and sugar (they
do so) and you’d soon drink the pond dry.
Harry
Yes, and I’d do it so quick I wouldn’t even get wet.
Exit Opal and Floyd.
Ethel
If you people are hungry, get around here, it’s all ready.
Jennie
Grandma, you and grandpa sit around here.
Harry
I’ll sit close to the salad.
Has lemonade on box close to him—everybody takes seat, leaving
two for Opal and Floyd and enough to set one more plate.
Jennie
I wonder where the children have gone to.
Mrs. Benson
I didn’t see them leave. I expect they went up to play with the
Smith children.
Harry
When you run dry on lemo, just hand your cups this way. Will you
pass the buns, please?
Jennie
You ought not to be hungry after eating that big breakfast this
morning. What do you think—he ate four eggs, six baking powder
biscuits and about a cup full of syrup, to say nothing about potatoes.
Harry
Just the same I don’t believe pa would advise me to go to the city
to cure my appetite, would you pa?
Mr. Benson
I guess not, by jinks! We eat to live, so why not live where we have
an appetite for what we eat?
Enters Hiram smoking corn-cob pipe.
Hiram
Golly, but I’m just in time.
Mr. Benson
Hello, Hiram, come and have some dinner.
Hiram
Well, I never turn daon’ a meal when I’m hungry. Got some of
those good biscuits, Mary?
Ethel prepares a place.
Mrs. Benson
We’ve got some biscuits, but I can’t say as they’re very good.
Hiram
Lays pipe at side of stage—takes seat at table.
Wall, I can say it without ever tastin’ them. John, I reckon ye can’t
say ye haven’t had a good meal since you moved back ter the farm. I
can’t keep from talkin’ about you movin’ to the city. Ye thought
everything was going to be honey, but it turned out ter be merlasses.
Ain’t I right, John?
Mrs. Benson
Where’s Rachel, didn’t she come?
Hiram
She woke up with a headache this morning. I wanted ter stay hum
with her, but she made me come down for a while. There seems to
be a large crowd here, to-day.
Harry
A very large crowd. I never saw the like of autos as were out to the
game.
Hiram
John, what do you know about these fellers. Henry tells me they
got beat.
Harry
The umpire played a fine game.
Hiram
That’s what Henry was tellin’ me, but I just laughed at him.
Everybody hates to acknowledge they’re whipped. John here even
kinder hates ter say the city got the best of him. Of course, that’s
different then getting beat in a game. It wasn’t any honor ter the city,
but ye fellers were on equal footin’ and both teams are used ter the
grounds, while John here, he was on a strange diamond. We never
had umpires when I was a boy, but we found plenty of other excuses
for getting beat.
Mr. Benson
Harry says they’re goin’ to beat them this afternoon.
Harry
You two just watch us and see. We got a good umpire and we’re
going to beat them on equal footin’ as you say.
Enter Opal and Floyd, hold of hands—stop quick and stand
looking.
Jennie
You children are rather late—here’s your places around here
between grandma and me.
They take places at table, Jennie places bib around them.
Where have you been?
Floyd
We went up to play with Ruth and Harold. They’ve got a swing
fastened away up high and you can swing twice as far as you can
with this one.
Opal
It almost took my breath away.
Hiram
The country’s the place to raise children in. Here they have all the
fresh air and good plain food ter make them grow. In the city they are
all crowded up together in a bunch. Their fresh air is all filled with
smoke. They have no place for the children to play exceptin’ in the
parks where they’re so careful with their hay they have signs all
around ter “keep off the grass.” Why, we have to raise their food for
them, but they don’t get it until it’s been in cold storage for a year or
so or else canned. I tell ye people, God intended fer us ter live in the
country—if He hadn’t He’d made the city instead. Ain’t that so, John?
John
I hadn’t thought of it that way, but I guess you’re right.
Hiram
Of course, I’m right.
Floyd
We’re going back after dinner, ain’t we, Opal?
Opal
Can we, mama?
Jennie
Oh maybe, if you’ll not get in anybody’s way and not get hurt.
Opal and Floyd
Oh, we won’t.
Harry
Pass the salad, please.
Hiram
How was your play, Ethel?
Ethel
It went off very well.
Hiram
We were wantin’ ter see it so bad—such a fine day for it, too. Do
ye know we’d enjoy a doin’s like that, where we know the actors,
better than we would a play we’d have ter pay three or four dollars to
see in the city? Ain’t that right, John?
John
I guess you’re right, I never saw anything better anywhere.
Hiram
Ethel, how about you? Do ye think ye’ll ever be wantin’ to move
back? Rachel and I was just talkin’ the other day about what a loss it
would be ter the community if you married a city feller and moved
out; we were just wonderin’ if there were any on yer track.
Mrs. Benson
You don’t need to worry. One rich feller tried it and he didn’t get
her.
Ethel
Mother, you shouldn’t tell my little secrets.
Floyd
I’m ready to go.
Begins leaving table.
Opal
So am I.
Jennie
Let me wipe your hands before you go.
Wipes their hands and mouths.
Floyd
As he begins leaving stage before Opal is ready.
Hurry up, Opal!
Opal
I’m coming. (As they go skipping out.) Good-by, mama!
Exeunt.
Hiram
Ain’t that just like little tots? I tell ye, people, we don’t appreciate
being little till we’re old. Did ye ever notice how older people enjoy
sittin’ around talkin’ about the things they did when they were little?
Golly, but I’ll never forget the time when I was about three years old
and my mother started to walk over ter one of our neighbors that
lived about a mile and er half from our place. We didn’t get very far
when I wanted ter be carried. Well, she couldn’t carry me so fur so
she goes and breaks a hazel brush for a stick-horse and gives it ter
me ter ride. Wall, I can remember just as well as if it was yesterday,
how I gets on that stick-horse and begun ridin’, runnin’ on ahead
kickin’ up my heels and runnin’ side ways like a proud army horse.
Then I’d get scared and go to rearin’ and backin’. Then I run clear
back again.
Enters a little boy and begins fooling with swing.
Well sir, I rode that stick-horse all the way over and back and
never asked once to be carried again. Ye’ve got ter give a kid
something to do if you don’t want ter get into trouble.
Give a kid something to do

And he’ll grow up, pure, noble and true.
Ain’t that right, John?

Mr. Benson
I guess you’re right, that’s the way I was brought up.
Ethel
Speaking to boy at swing.
Hello, little man, why don’t you get in and swing?
He does so.
Mr. Benson
How’s your cattle lookin’ lately, Hiram?
Hiram
Fine, by golly, I never seen ’em grow so fast. I get ’em on that new
field of bromus grass. They’ll be in mighty fine shape to fatten this
fall.
Enters Leslie Larsen in band suit, carrying horn.
Leslie
Everybody seems to be happy.
Harry
Hello Leslie, going to play at the game this afternoon? We’re going
to beat ’em.
Leslie
We’ll be right there, but I’m not so sure about the beating part
since that game this morning.
Jennie
Had your dinner, Leslie?
Leslie
Yes, we’ve been through half an hour. I was just going to the
bowry. We’re going to have a little concert before the speaking.
Hiram
Who’s the speaker to-day?
Leslie
Senator McDonald. I saw him coming this way before I started. I
met him this morning. Seems like a fine fellow.
Hiram
John, why don’t yer give ’em a talk on how to be happy in the city?
Senator walks across rear of stage without noticing anyone. Leslie
calls him.
Leslie
Mr. McDonald, come here a moment.
Mr. McDonald
Why hello, Mr. Larsen!
Leslie
Mr. McDonald, this is the Benson family—one of our prominent
farmers in this community.
Mr. McDonald
People, I’m very glad to meet you. It does my heart good to get out
and meet the tillers of the soil. I always consider it a great honor to
have such a privilege as a day like this. I was out walking to get
some fresh air before my talk.
Hiram
No place like the country for fresh air, ain’t that right Senator?
Mr. McDonald
You’re right. Hope you fellows will be at the speaking. I always like
a large crowd.
Mr. Benson
You can count on our being there.
Mr. McDonald
Good! bring all your friends. I’ll be walking on. Good-by.
Exit.
Jennie
If everyone has had enough, we’ll spread the tablecloth over the
table—we’ve got to eat supper here before we leave.
Women arrange table.
Leslie
Well, I’ll have to be going or I’ll be late.
Harry
Guess I’ll walk up with you. I guess the women will come together.
Exeunt.
Mr. Benson
Hiram, you ought to order you a running water system and an
electric light plant for your farm. They’ve got ’em down now so ye
can’t afford to be without ’em.
Hiram
John, are ye havin’ a nightmare about the city?
Mr. Benson
By jinks, I’m speakin’ my right mind. We just sent in an order for an
electric light plant. Harry says we can get a motor so small we can
carry it around under our arms and can attach it to the wire any place
and run our fan mills, pumps, grinders, washin’ machines, in fact
everything dependin’ on the size of the motor. In the house you can
take off a light bulb and attach a “lectric” iron and cooker, make it do
the churnin’ and sweepin’, run the sewin’ machine, and even rock
the cradle, besides havin’ light all over yer buildin’s without any
danger of fire.
Hiram
Wall, I’ll be goll durned. John, are ye sure ye haven’t been drinkin’
too much lemonade?
Mr. Benson
It’s right. In the spring we’re goin’ ter git a runnin’ water system
made especially for the farm. Harry has had it all planned for over a
year now.
Hiram
Wall, if that don’t beat the cat’s a fightin’. I knew that boy had the
stuff in him when he planned that house for you and Mary.
Jennie
If you folks are going, you had better be coming along.
Mr. Benson
Looking at watch.
By jinks, it is time we were going.
Ethel
I’ll be there as soon as I find my fan.
Exeunt all but Ethel. Enters Clarence unobserved. Ethel looks
through box and around for fan.
Well, I’m sure I brought that fan along, I couldn’t think of losing it,
for it’s one Clarence gave me before he went away to school and
before we moved to the city. Well, that’s funny—I know I couldn’t
have lost it on the way, and we—
Clarence
You don’t need a fan in this cool place.
Ethel
Clarence! You here?
Rises and takes him by the hand.
Clarence
Yes, I graduated last week—came home to settle down and do
something. One feels mighty ambitious after going through college
and wants to get right out and begin applying his knowledge and
getting the practical experience. But you? I thought you were in the
city. Out for a visit, I suppose?
Ethel
Visit! Why, the folks have moved back on the farm. Being the baby,
I naturally had to come too. Of course, I hated to leave.
Clarence
I’m mighty glad to know your folks have moved back on the farm.
Now that it won’t be necessary for you to look after them so closely, I
suppose you will soon be moving back and start your practical
applications, there.
Ethel
Oh, maybe—things are mighty handy, you know.
Clarence
Lots of fine fellows there, too, I suppose?
Ethel
Lots of them. The girls are scarce, too. Tell me about your college
days. Suppose you graduated with high honors?
Clarence
Oh, no, no! Not many anyway. There was a lot—
Enters Hiram, stops and listens.
of things I wanted to get at the bottom of; so many things I was in
doubt about. I was too busy to think of honors. I went in to prepare
myself for higher honors to be won later in life and that shall be
remembered and enjoyed by those that follow after me when I’m
gone.
Hiram
That’s right, my boy. It ain’t so much what you do in school as it is
what ye get, and you do after ye get out. That’s the time to do
something. Look at Lincoln—he hardly seen the inside of a
schoolhouse, but he studied and got something then went and done

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42) Social Comparison Theory suggests ________.

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Give a kid something to do

Ain’t that right, John?

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