week 7 - family :)

Question 1

define families

Answer 1

2 or more people related by blood, marriage oradoption who reside in the same household

• does not require presence of children

Question 2

families serve 4 major functions

Answer 2

Socialisation

‒ Economic well-being ‒

Emotional support ‒

Provision of a family lifestyle

Question 3

explain family function -socialism

Answer 3

Socialisation occurs when individuals are imparted with culturallyconsistent values and behaviours ‒ Often directed at children
‒ Can occur directly (example: parents instructing their children how to
use a knife and fork) or indirectly (example: children observing how their
parents use a knife and fork)

Question 4

explain family function - economic support

Answer 4

Families allow economic resources to be
shared among family members
• Can have important marketing
implications ‒ Example: life insurance is often framed
as a way of protecting the economic
functioning of the family

Question 5

explai family function - emotional support

Answer 5

Families provide support and
encouragement, and help family
members cope with personal
and social problems
• Can have important marketing
implications ‒ Example: mother’s day and
father’s day

Question 6

explain family functions - family lifestyle

Answer 6

Importance placed on education,
career, dining out, going on holidays
etc. varies from family to family

• Can have important marketing
implications ‒

Example: amount of time and
money allocated to going on family
holidays

Question 7

explain stages of the family lifecycle

Answer 7

‒ Young singles
‒ Young marrieds ‒ Parenthood
‒ Post-parenthood
‒ Dissolution

Question 8

explain family lifecycel of dissoultion

Answer 8

Is marked by the death of a
spouse
• Tends to involve a more frugal
lifestyle

Question 9

explain influencers in FDM

Answer 9

Influencers provide information to other family members about a product
or service

Question 10

explain gatekeepers n fdm

Answer 10

Gatekeepers control the flow of information about a product or service into
the family

Question 11

explain deciders in fdm

Answer 11

Deciders have the power to unilaterally determine whether to shop for,
purchase, use, consume, or dispose of a product or service

Question 12

explain preparers in fdm

Answer 12

Preparers transform the product into a form suitable for consumption by
other family members

Question 13

exaplain users in fdm

Answer 13

consume or make use of a particular product or service

Question 14

explain maintainers in fdm

Answer 14

service or repair a product

Question 15

explain disposers in fdm

Answer 15

initiate or carry out the disposal or discontinuation of a particular
product or service

Question 16

Social classes are often measured in terms of

Answer 16

social status

Question 17

Social status is usually defined by one or more of the following

Answer 17

Family income ‒ Occupational status ‒ Educational attainment

Question 18

define subjective measures

Answer 18

Subjective measures involve asking individuals to estimate which social
class they belong to

Question 19

advantages + disadvantages of subjective measures

Answer 19

Advantages
o Easy to collect
o Assess an individual’s class consciousness ‒

Disadvantages
o Based on self-perception and self-image
o Tends to result in lots of people classifying themselves as ‘middle
class’

Question 20

define reputational measures

Answer 20

nvolve asking certain members in a community to
judge the social class of OTHERS in that community

Question 21

advantages and disadvantages of reputational measures

Answer 21

Advantages ‒ Can capture occupational prestige etc. within a community

• Disadvantages ‒ Has limited ability to predict/explain purchase and consumption
behaviours

Question 22

define objective measures

Answer 22

Objective measures are based on demographic and/or socioeconomic
variables

Single variable measures are based on one variable (example:
occupation, education, income) ‒ Composite variable measures combine 2+ variables (example: Index of
Status Characteristics, Coleman’s Status Index – see p. 370 of the
textbook for more details)