Examine the relationship

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table_1b.xlsx
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Sheet1

Table 1B HOUSEHOLDS
% Total Children at Home
Sample 0 1 2-3 4+
Number in Sample 1805 765 687 88
CULTUREb
Enjoy shopping for items influenced by other cultures 20.2 22.0 18.2 16.1 31.3
Interested in the cultures of other countries 38.4 43.1 32.9 32.7 34.5
VALUESb
I work hard most of the time 70.7 65.5 75.6 79.1 68.6
Religion is a big part of my life 53.2 52.2 51.7 55.2 72.4
Men concerned with latest styles and fashions aren't masculine 8.4 8.7 6.3 9.2 12.8
Make a special effort to buy from environmentally friendly businesses 12.5 14.1 9.8 9.8 21.8
Work at trying to maintain a youthful appearance 30.3 32.1 30.3 24.5 38.4
A commercial that features people of my race speaks more directly to me 14.3 15.4 14.1 11.5 14.0
There is not enough ethnic diversity in commercials today 15.9 15.2 15.3 18.0 18.8
I make a strong effort to recycle 41.4 45.4 37.2 34.6 50.0
GENDER AND FAMILYb
Individuality is an important value to pass down to kidsc 34.9 32.8 39.8 36.6 21.8
A woman's place is in the home 12.2 11.8 11.7 12.2 26.2
When making family decisions, consideration of the kids comes first 41.4 34.5 47.0 51.4 54.0
BRANDS, INNOVATORS, AND OPINION LEADERSHIPb
Friends and neighbors come to me for advice about brands and products 13.4 13.4 14.4 11.6 18.6
I am usually among the first to try a new product 18.5 18.2 18.7 18.0 26.2
I try to stick to well-known brand names 25.2 26.7 24.3 21.3 34.9
MOTIVATION, PERSONALITY, AND EXTENDED SELFb
View shopping as a form of entertainment 27.9 27.5 28.2 27.5 36.4
Want to look a little different from others 27.8 27.1 30.3 26.4 31.8
Have more self-confidence than friends 41.0 40.4 40.9 40.8 56.6
Brands I buy area reflection of who I am 11.4 12.5 9.8 10.3 12.9
The car I drive is a reflection of who I am 24.0 27.2 19.8 20.7 21.2
Clothes I wear reflect who I am as a person 36.6 39.1 36.0 30.2 40.2
INFORMATION SEARCH AND DECISION MAKINGb
Consult consumer reports before making major purchases 27.5 28.0 25.7 27.8 31.8
Nutritional information on label influences what I buy 29.3 33.6 24.0 23.2 36.1
Information in advertising helps me make better decisions 25.0 26.0 24.1 22.1 35.2
Consider myself tech-savvy 21.0 20.4 19.7 24.6 19.1
In making big decisions, I go with my heart rather than my head 14.9 14.6 15.0 14.6 23.8
Making purchases with a credit card over the internet is too risky 38.3 41.2 36.1 32.0 47.7
Worry about others getting private information about me 46.7 47.2 46.2 45.8 45.9
SHOPPING AND LOYALTYb
Impulse buyer 16.6 15.9 16.5 19.3 10.3
Stick with favorite brand even if something else is on sale 35.5 35.6 38.4 31.7 37.8
Pay more for better service 34.0 34.3 34.3 32.9 34.5
Our family is in too much debt 25.9 21.2 29.9 32.9 34.2
MARKETING REGULATIONb
Avoid buying products advertised on shows with sex or violence 26.3 27.9 22.1 25.3 40.7
TV commercials place too much emphasis on sex 51.3 52.2 48.4 51.1 60.0
Most big companies are just out for themselves 50.6 50.8 50.7 50.0 47.6
Advertising directed at children should be take off TV 27.3 28.6 25.4 24.8 35.3
INTERNET USE AND PURCHASEc
Used the Internet in past 12 months 74.0 68.6 77.6 85.2 61.8
Purchased clothes online 13.3 12.4 13.8 15.7 9.7
aCoded as: 1 = married; 2 = widowed; 3 = separated; 4 = divorced; 5 = single (never married)
bCell values are the percent of respondents who generally or definitely agree with the statement; codes 5 and 6
cCell values are the percent of respondents who answered yes; coded as 1 = yes; 2 = no

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