Test 3
How many PRIZM segments are there?
66
Which of the following is a dimension of a consumer's self-concept?
A) actual self-concept B) ideal self-concept C) private self-concept D) social self-concept E) all of the above answer
Jonathon is a career-oriented person who feels in control of his life. He values consensus, predictability, and stability over risk, intimacy, and self-discovery. Convenience and time-saving products and services are important to him and his family due to their hectic lifestyle. To which VALS segment does Jonathon belong?
Achievers
Which VALS segment of consumers is comprised of successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations?
Innovators
_____ is how a person lives.
Lifestyle
Which segment of shoppers is primarily motivated by value, not fun and adventure?
Minimalists
Which dimension of self-concept refers to the individual's perception of who I am now?
actual self-concept
SAM (Self-Assessment Manikin) is used to assess which component of attitude?
affective
Carissa is highly involved is a purchase decision for a new car. She has searched the Internet, visited car dealerships, talked to friends and family, and paid attention to advertisements. According to the elaboration likelihood model, by which route is Carissa likely to be persuaded?
central route
For years, American automobiles did not have the level of quality that foreign, particularly Japanese, automobiles had. However, that has changed, and most automobiles built in the United States have comparable or superior quality than imports. Consumers' attitudes are slow to change, however, and marketers must use which strategy to change the cognitive component of consumers' attitudes?
change beliefs
When the SPCA presents facts to counter untrue myths, they are dealing most closely with the _____ component of attitudes.
cognitive
An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____
peak experience
The extended self consists of the self plus _____.
possessions
The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____.
self-concept
Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation?
self-expression motivation
Which type of advertisement or sales presentation presents both good and bad points?
two-sided message
Which of the following is a major PRIZM social group?
urban
Which of the following statement is true regarding comparative advertising?
Audience characteristics, especially brand loyalty associated with the sponsoring brand, are important.
Which of the following is NOT a reason why celebrity sources are effective?
Celebrities are physically attractive, and research has shown that individuals will agree with a physically attractive person regardless of the message or their own initial attitude.
Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders?
Devouts
Which of the following is a major PRIZM lifestage group?
Family Life
Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement. They are heavy users of electronic media, are fashion conscious, and like going to restaurants, bars, and clubs. To which global lifestyle segment identified by Roper Starch Worldwide do Christina and her friends belong?
Fun Seekers
_____ consists of trustworthiness and expertise.
Source credibility
Which VALS segment of consumers is style conscious and trendy, has limited education, narrow interests, and money defines success for them?
Strivers
David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David?
Thinkers
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
affective
Individuals with independent self-concepts tend to be _____.
autonomous
Why are the SAM and adSAM measures effective across cultures?
because the pictorial representations don't require translation or alteration
Segmenting consumers on the basis of their most important attribute or attributes is called _____.
benefit segmentation
Self-concepts have been categorized into two types, which are _____
independent and interdependent
Which type of self-concept emphasizes family, cultural, professional, and social relationships?
interdependent self-concept
Some attitudes serve primarily as a means of organizing beliefs about objects or activities such as brands and shopping, which serves a(n) _____ function.
knowledge
Which of the following is considered an outward expression of one's self-concept?
lifestyle
Consumers who do not place heavy weight on the opinions and feelings of others are called _____.
low self-monitors
The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____.
mere ownership effect
For which type of product is self-image congruity likely to matter more?
perfume
What are the two dimensions of the VALS typology of consumers?
primary motivation and resources
Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior?
self-expression motivation
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?
testimonial ad
Which theory holds that behavioral intentions are based on a combination of the attitude toward a specific behavior, the social or normative beliefs about the appropriateness of the behavior, and the motivation to comply with the normative beliefs?
theory of reasoned action
How does mere exposure enhance attitudes?
through enhanced familiarity
An advertisement for the Honda Civic Hybrid featured gas mileage in the subheading (49 city/51 highway). The copy also noted that owners of this automobile may be eligible for a clean-fuel tax deduction. At the time this ad appeared, gas was over $3.00 per gallon, which made the information important to consumers. This is an example of which type of appeal?
utilitarian appeal
The source of a communication represents _____.
"who" delivers the message
When considering consumers' ideal levels of performance on attributes when using a multiattribute attitude model, which attitude index is best?
0
Which of the following statements adequately reflects the concept of attitude component consistency?
A change in one attitude component tends to produce related changes in the other components.
Spokescharacters can be _____.
A) animated animals B) animated people C) animated products D) animated objects E) all of the above answer
Which VALS segment consists of consumers that are conservative, conventional people with concrete beliefs based on traditional, established codes of family, church, community, and the nation, and are motivated by ideals?
Believers
_____ refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms.
Message framing
Consumers in which technology segment are optimistic, have a high income, are motivated by entertainment, and are the most likely to shop online, have a mobile phone, and bank online?
Mouse Potatoes
Which of the following is true regarding value-expressive versus utilitarian appeals?
Utilitarian appeals are most effective for functional products
Nike has several models of athletic shoes, and most have high functionality. However, several models are also sleek looking and can actually make a fashion statement for the wearer as well as performing the functional aspects of the product. By going beyond the cognitive associations of functionality and attempting to tap consumers' affective reactions, Nike and other marketers are developing products with _____.
aesthetic appeal
Janice and her mother were visiting an art gallery, and they were looking at modern art. When they came to one painting, Janice said, "I like that." When her mother asked her why she liked it, all she could say was, "I don't know, I just like it." Which component of attitude does this represent?
affective
Kimberly-Clark is interested in mothers' emotional reactions to their Huggies brand of disposable diapers, which usually have popular characters or cute designs printed on them. Which component of attitude is Kimberly-Clark interested in?
affective
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.
attitude
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.
attitude
The simplest form of message framing where only a single attribute is the focus of the frame is known as _____.
attribute framing
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?
cognitive
Which component of attitudes consists of a consumer's beliefs about an object?
cognitive
Which of the following represent the three components of attitudes?
cognitive, affective, and behavioral
An advertisement for AT&T long distance telephone service split the screen in two and showed a person on each screen talking on the telephone. Below each person, there was a running total of the cost of the call. At the end of the commercial, the total cost on the AT&T side was lower than that for the Sprint side. This is an example of which type of ad?
comparative ad
Margaret only wants to buy her clothes at American Eagle Outfitter because she knows that they are considered acceptable by her peers, and she wants to be accepted by her peers. This attitude toward this brand of clothing is serving which function for Margaret?
ego-defensive function
A long-running television commercial for Dial soap would show an individual in various situations with other people (e.g., car pool or elevator). This individual would join the others and look around, appearing to be in discomfort. Then a voice over would say, "Aren't you glad you used Dial...don't you wish everyone did?" Which type of appeal does this illustrate?
fear appeal
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?
fear appeals
Which type of message framing stresses either the positive outcomes of performing a behavior or the negative outcomes of not performing a behavior?
goal framing
For which type of products can affect, emotions, and Aad play a role in more conscious, high-involvement settings?
hedonic products
Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____.
high self-monitor
Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have?
interdependent self-concept
Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented?
interdependent self-concept
Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch?
interdependents
Duane is attempting to determine consumers' attitudes toward his restaurant by asking them their beliefs about how his restaurant performs on several attributes, such as price, ambience, quality of the food, and friendliness of service. Consumers can rate his restaurant with a score of 1 to 7 for each of these attributes, with 7 being the highest. Duane adds up the scores to see how he performs, using the assumption that a higher total is better. At a basic level, which type of model is Duane using?
multiattribute attitude model
Which of the following is used to understand a consumer's cognitive component of attitude?
multiattribute attitude model
Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following?
nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church
Toyota offers a hybrid version of its popular Highlander mid-sized SUV. The advertising for this car features the positive benefits of owning a hybrid, but it fails to mention that the Hybrid is considerably more expensive than the conventional version of the model. This is an example of a(n) _____.
one-sided message
Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____.
private self-concept
Which dimension of self refers to how I am or would like to be to myself
private self-concept
Attempts to develop quantitative measures of lifestyle were initially referred to as _____, and is a term that is frequently used interchangeably with lifestyle.
psychographics
Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his _____.
social self-concept
Tony the Tiger, the Jolly Green Giant, and the Aflac duck are examples of _____.
spokescharacters
Which of the following occurs when a company provides financial support for an event such as the Olympics or a concert?
sponsorship
Anne appears in a television commercial for a local chiropractor. She tells the audience how she suffered from migraine headaches several times a month. However, once she started treatment at this particular chiropractor, her headaches disappeared. She claimed, "I kept expecting them to come back, but they didn't. I have a whole new lease on life, thanks to Peavy Chiropractic!" Which type of ad is this?
testimonial ad
American Sports Data, Inc., which examines trends in sports, found that _____.
the values underlying extreme sports are very different from those of traditional team sports
Eric is 25 years old and has a favorable attitude toward drinking alcohol. However, he knows that he should not drink and drive, so he always makes sure that someone in his group is the designated driver. Which theory can explain his behavior?
theory of reasoned action
Advertisements and packages for Kellogg's Smart Start breakfast cereal include the seal of the American Heart Association, indicating that it is a hearty-healthy choice. This seal can influence consumers to purchase this brand because the American Heart Association has a reputation of trustworthiness and expertise. The seal appearing on packages and in advertisements represents a _____
third-party endorsement
For years, L'Oreal hair color would say in their ad that L'Oreal is "expensive, but you're worth it." This is an example of which type of advertisement?
two-sided message
Which following PRIZM factor is determined by population density, relates to where people live and is strongly related to the lifestyles people lead?
urbanicity
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
utilitarian appeal
Josh is in elementary school, and he has learned that when he gets good grades and behavior reports, his parents are really proud of him and reward him. So he has developed a favorable attitude toward behaving and doing well in school. This attitude is serving which function?
utilitarian function
Instead of featuring any functional benefits of the product or brand in ads for the iPod, this product was introduced by showing a silhouette of a person dancing with the white earbuds and holding a white iPod MP3 player. Which type of advertising appeal does this illustrate?
value-expressive appeal
Which type of appeal attempts to build a personality for the product or create an image of the product user?
value-expressive appeal
In recent years, body piercing and tattooing have become additional ways to alter both the extended self and the physical self. In what way do tattoos have meaning?
A) There is the meaning associated with having a tattoo, which makes a statement about the person. B) The location of the tattoo has meaning, with more visible tattoos conveying more rebelliousness or nonconformity. C) The nature of the tattoo is a source of meaning, both private and symbolic. D) a and b E) a, b, and c answer
Which of the following can be a component of a multiattribute model?
A) a consumer's attitude toward a particular brand B) a consumer's belief about how a brand performs on a given attribute C) the importance the consumer attaches to an attribute D) a consumer's ideal level of performance on an attribute E) all of the above answer
Which of the following is typically included in a psychographic or lifestyle study?
A) attitudes B) values C) activities and interests D) demographics E) all of the above answer
Which of the following is NOT a way emotional ads may enhance persuasion?
A) by increasing attention of the ad and, therefore, ad recall B) by increasing liking of the ad C) by increasing product liking through classical conditioning D) by increasing product liking through high-involvement processes E) all of the above are ways emotional ads may enhance persuasion answer
Which of the following is a strategy for altering the cognitive component of a consumer's attitude?
A) change beliefs B) shift importance C) add beliefs D) change ideal E) all of the above answer
Which of the following is an approach used by marketers to increase consumers' affect toward their brand?
A) classical conditioning B) create a positive affect toward the ad or Web site C) mere exposure D) a and b E) a, b, and c answer
Which of the following is a common technique for inducing trial behavior?
A) coupons B) free samples C) point-of-purchase displays D) tie-in purchases E) all of the above answer
Self-image congruity influences on brand preference and choice depend on which of the following?
A) individual factors B) product factors C) situational factors D) a and b E) a, b, and c answer
Which of the following is a function served by attitudes?
A) knowledge function B) value-expressive function C) utilitarian function D) ego-defensive function E) all of the above answer
Which of the following is a factor that may account for inconsistencies between measures of beliefs and feelings and observations of behavior?
A) lack of need B) failure to consider relative attitudes C) failure to consider interpersonal influence D) failure to consider situational factors E) all of the above answer
Which of the following do marketers need to be concerned about with respect to using celebrities as company spokespersons?
A) overexposure of the celebrity B) negative behavior involving the spokesperson C) image of the celebrity does not match the image of the product or brand D) a and b E) a, b, and c answer
An approach to measuring the importance of attitude components that requires consumers to allocate 100 points among the components such that the distribution of the points reflects the relative importance of the component is _____.
A) perceptual mapping B) the Likert scale C) the semantic differential scale D) the rank-order scale E) none of the above answer
Generally speaking, compared to attitudes formed under the peripheral route, attitudes formed under the central route tend to be _____.
A) stronger B) more resistant to counterpersuasion attempts C) more accessible from memory D) more predictive of behavior E) all of the above answer
Which of the following is a global lifestyle segment identified by Roper Starch Worldwide?
Altruists
Which of the following is a VALS segment of consumers?
Believers
Which of the following is a lifestyle segment of Porsche owners?
Bon Vivants
Which of the following is one of the shopping lifestyle segments based on consumer shopping motives?
Enthusiasts
Which shopping lifestyle segment based on hedonic shopping motives is the youngest and most likely to be female?
Enthusiasts
Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segment does Graham belong?
Experiencers
Technographics is a technology segmentation scheme that examines lifestyle segments across such technologies and activities as online access, PC ownership, instant messaging, and shopping online. Which of the following is one of these segments?
Handshakers
Which of the following statements is FALSE regarding humorous appeals?
Humorous ads are low risk because they tend to translate well across situations and cultures.
What is the premise underlying geo-demographic analyses?
Lifestyle, and thus consumption, is largely driven by demographic factors
Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong?
Makers
Thomas is an optimistic individual, earns a high income, and is motivated by his family. He believes strongly in the value of technology for his family and his children's education, so much so, that each of his children have their own computers with online access. To which technology lifestyle segment does Thomas belong?
New Age Nurturers
Which of the following is FALSE regarding the central route to persuasion in the elaboration likelihood model?
Persuasion operates through classical conditioning.
Which PRIZM segment consists of consumers that are evolving into older "empty-nester" couples as their children grow up and leave home, live in older, stable neighborhoods with pools and patios in their backyard, are college-educated, and are typically Caucasian?
Pools and Patios
Which of the following is NOT one of the shopping lifestyle segments based on consumer shopping motives?
Proud Patron
Rod purchased Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong?
Proud Patrons
Veronica is a shopper primarily motivated by enjoyment of shopping for her family and finding the best value. She's not motivated by fun and adventure. To which shopping lifestyle segment does Veronica belong?
Providers
Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide?
Rustics
Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities?
Second City
Which VALS segment of consumers lead the most constricted lives, living simply on limited incomes but are relatively satisfied?
Survivors
Which of the following statements is FALSE regarding self-concept and culture?
Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.
With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed?
Top Guns
The owner of a local restaurant wants to enhance consumers' attitudes toward his restaurant by changing the affective component of their attitude. Which of the following is an appropriate approach to achieve this objective?
Use positive music in their advertisements so that over time consumers will transfer the positive affect associated with the music to the restaurant.
Carl is young and single. He has a high school education and works at a construction job. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. He eats fast food almost every day and likes to go fishing on his days off. To which PRIZM group does Carl belong?
Young & Rustic
Bob is a consumer that strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile, and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior?
achievement motivation
Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols?
achievement motivation
Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____
actual self-concept
In an attempt to alter consumers' cognitive component of their attitude toward Pepsi brand of cola, a freshness date was added on the cans. Pepsi wanted consumers to consider this attribute that was never a consideration before. Pepsi was using which strategy to alter the cognitive structure of a consumer's attitude?
add belief
Which component of attitude represents one's tendency to respond in a certain manner toward an object or activity?
behavioral
Addison is a brand manager and wants consumers to form attitudes that are strong, resistant to counterpersuasion attempts, more accessible from memory, and more predictive of behavior. Which route of the elaboration likelihood model should he encourage consumers to take?
central route
The elaboration likelihood model posits two routes to persuasion, which are the _____.
central route and peripheral route
Which type of ad directly compares the features or benefits of two or more brands?
comparative ad
Which of the following is an individual factor that can influence attitude change?
consumer knowledge
How are actual behaviors and response tendencies most often measured?
direct questioning
Which of the following is a theory about how attitudes are formed and changed under varying conditions of involvement?
elaboration likelihood model
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
emotional ad
Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____.
extended self
Which of the following is NOT a factor accounting for inconsistencies between measures of beliefs and feelings and observations of behavior?
failure to consider negative reactions
Consumers who place heavy weight on the opinions and feelings of others are called _____.
high self-monitors
Appeal characteristics represent _____ a message is communicated.
how
Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____.
ideal self-concept
Which dimension of self-concept refers to the individual's perception of who I would like to be
ideal self-concept
In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval?
ideals motivation
Pamela is a consumer that is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior?
ideals motivation
Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber?
independent self-concept
Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires?
independent self-concept
One of the major distinctions of self-concept is between _____ and _____ - which is also related to an important value dimension in the U.S. and abroad.
independent self-concept; interdependent self-concept
Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?
independents
Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n) _____.
low self-monitor
Simply presenting a brand to an individual on a large number of occasions might make the individual's attitude toward the brand more positive is known as _____.
mere exposure
Advertisements or sales messages in which only one point of view is expressed are referred to as _____.
one-sided messages
Changing behavior prior to changing affect or cognition is based primarily on _____.
operant conditioning
Dana is watching television when a commercial for a brand of bathroom cleaner comes on. She is not very interested in the product category, but the ad was entertaining and made her laugh. As a result, she had a positive attitude toward the brand of cleaner advertised. According to the elaboration likelihood model, which route to persuasion influenced Dana?
peripheral route
Which of the following is NOT a primary motivation on which the VALS typology is based?
realist motivation
Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____.
self-concept
What is the most common measurement approach to measuring self-concept?
semantic differential
A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____.
semantic differentials
Dr. Rosenfeld is the doctor on Sunday House Call, a Sunday morning health program on the Fox News channel. Dr. Rosenfeld is highly esteemed in his field and provides up-to-date medical information for viewers. Sometimes he recommends specific products, and Valerie, a regular viewer of the program, trusts what he says or recommends because he doesn't seem to have an apparent motive to mislead viewers. Which characteristic does Dr. Rosenfeld possess?
source credibility
Which function of attitudes serves to express an individual's central values and self-concept?
value-expressive function
