Chapter 12 questions

The attitudes you have about yourself are known as your 1. self-awareness 2. self-concept 3. self-brand 4. self-love

self concept

Psychographics initially referred to an attempt to bring a quantitative measure to what aspect of the individual? their lifespan their lifestyle their education level their motivation level

their lifestyle

Experian Information Systems helps marketers understand where consumers look for information. how quickly promotional dollars turn into company profits. when promotional efforts should take place. how technology is used by consumers.

how technology is used by consumers.

Sanjay hopes to be a successful economist one day and is working hard in college to achieve this dream. What aspect of the self-concept does his dream portray? private self-concept ideal self-concept social self-concept actual self-concept

ideal self-concept

According to the VALS ™ segment, consumers who have high self-esteem and a take-charge attitude, and are sophisticated and successful people are classified as thinkers. believers. survivors. innovators.

innovators.

Question Mode Multiple Choice Question The _____ measurement approach developed by Malhotra is effective in describing the ideal, social, and actual self-concepts of individuals as well as in describing the images of automobiles and celebrities. Multiple choice question. affective choice cultural difference semantic differential marketing diffusion

semantic differential

VALS is a valuable tool for marketers because it classifies American adults into _____ consumer segments. 6 8 12 4

8

True or false: Brand engagement refers to the tendency of an owner to evaluate an object more favorably than a nonowner. True False

False

Donna recently retired after 34 years as a preschool teacher. She now spends her time watching television, reading, and working on jigsaw puzzles. Which PRIZM segment does Donna fit? Big Fish, Small Pond Young & Rustic Pools & Patios Golden Ponds

Golden Ponds

What is a key characteristic identified by the car maker Porsche as being similar across all buyers of Porsche cars? Urban dwellers High income The sense that cars are a reward The sense that cars are just cars

High income

In the text, the Las Vegas casino used PRIZM and learned that its core customers were found in three segments. What three things did the consumers in these segments have in common? Multiple select question. Blue collar workers Highly educated Prefer sedentary activity Enjoy travel Affluent professionals

Highly educated Enjoy travel Affluent professionals

Which of these groups would fit into the Pools and Patios PRIZM segment? Marta and her husband are in their mid-50s and at the top of their careers. They have lived in their neighborhood for more than 20 years. Donna is retired and spends her days reading, watching television, and doing jigsaw puzzles. Jose recently purchased an apartment in a popular Chicago neighborhood. It is surrounded by restaurants, coffee shops, and work-out facilities. Ken and Rose have two young children. They live on a farm and enjoy outdoor activities. They buy almost everything they need at Walmart.

Marta and her husband are in their mid-50s and at the top of their careers. They have lived in their neighborhood for more than 20 years.

Which geo-demographic segmentation system from Claritas merges US Census data with extensive data on product consumption and media usage patterns? PANTONE® PRIZM® AdSAM Aweb

PRIZM®

True or false: Research shows that negative self-evaluations for males occur from idealized images of financial success found in marketing materials. True False

True

True or false: The desires and needs of an individual and thus, in turn, his or her use and purchase behavior are influenced by his or her desired lifestyle. True False

True

What two situations make self-image congruity more likely to affect product choice? (Select all that apply.) Multiple select question. When value-expressive symbolism is critical to consumers When utilitarian appeals of products matter more to consumers When consumption is public or conspicuous When people place less importance on feelings and opinions of others

When value-expressive symbolism is critical to consumers When consumption is public or conspicuous

Which PRIZM segment consists of singles and young families who live in rural areas, enjoy country music, and typically shop at Walmart? Pools & Patios Networked Neighbors Young & Rustic Golden Ponds

Young & Rustic

Which PRIZM segment includes affluent and highly-educated individuals who live in trendy apartments on the urban fringe? They enjoy going to fitness clubs, casual restaurants, and bars serving juice, coffee, or beer. . Young digerati Young and rustic Pools and patios Networked neighbors

Young digerati

According to the VALS ™ consumer segments, stimulation from offbeat, risky, and new products is sought by survivors. experiencers. strivers. believers.

experiencers.

The extended self refers to the self plus

possessions

Although both consist of upper-class, well-educated professionals, the _____ PRIZM consumer segment lives in small-town communities and the _____ segment lives in suburban areas. Big Fish, Small Pond; Pools & Patios Golden Ponds; Young Digerati Young Digerati; Golden Ponds Blue Blood Estates; Young & Rustic

Big Fish, Small Pond; Pools & Patios

Which of these individuals is demonstrating brand engagement? Multiple choice question. Joshua thinks it's important to "shop green" and buys many of his clothes from the local goodwill store. Claire likes to wear work-out gear that has the Lululemon logo for everyone to see. Zander is a confirmed "outdoor junkie" and will buy any product that allows him to enjoy the outdoors even more. Macy is shopping for a new car and visits a Toyota, Honda, and Ford dealer to compare automobiles.

Claire likes to wear work-out gear that has the Lululemon logo for everyone to see.

Which PRIZM segment did the casino identify as being similar to its core customers but was not being leveraged by the casino in its marketing efforts? Young and Rustics Networked Neighbors City Slickers Golden Ponds

Networked Neighbors

Which PRIZM segment focuses on the lifestyle of the wealthy suburban family with expensive homes and high-end cars? Young digerati Big fish, small pond Pools and patios Networked neighbors

Networked neighbors

Match the life stage groups primarily determined by PRIZM (in the left column) to their corresponding descriptions (in the right column). Younger Years Family Life Mature Years singles and couples under 35 years of age without kids, or middle aged people without kids at home singles and couples, age 55 or over, or age 45-64 without children at home people having children living at home

Younger Years - singles and couples under 35 years of age without kids, or middle aged people without kids at home Family Life- people having children living at home Mature Years- singles and couples, age 55 or over, or age 45-64 without children at home

According to the VALS ™ segments, a respect for rules and authority is a characteristic of strivers. believers. innovators. achievers.

believers.

In the context of an individual's self-concept, the extent to which an individual includes important brands as part of her or his self-concept is known as Multiple choice question. brand imagery. brand leverage. brand engagement. brand resistance.

brand engagement.

According to the VALS ™ consumer segments, survivors are primarily concerned with safety and security so they purchase premium products that demonstrate their success. purchase experience in the form of entertainment. buy products that are upscale and belong to a niche category. buy discounted merchandise and show brand loyalty.

buy discounted merchandise and show brand loyalty.

Based on the VALS ™ consumer segments, experiencers spend a comparatively high proportion of their income on durable, valuable, and utilitarian products. fashion, entertainment, and socializing. stylish products that emulate the purchases of people with great material wealth. premium products that demonstrate success to their peers.

fashion, entertainment, and socializing.

Perceiving beauty in relation to the standard portrayed in the media has led consumers to Multiple choice question. form negative self-evaluations. form positive self-evaluations. disown their self-concept. admire their self-concept.

form negative self-evaluations.

According to the logic of _____ analysis, people with similar means and perspectives and similar cultural backgrounds exhibit shared patterns of consumer behavior toward services, products, media and promotions. VALS socio-economic lexicographic geo-demographic

geo-demographic

In the context of self-image congruity, match the type of consumers (in the left column) to their corresponding descriptions (in the right column). Instructions Drag and drop application. high self-monitors- low self-monitors- -They place negligible importance on the feelings and opinions of others. -They place a lot of importance on the feelings and opinions of others.

high self-monitors-They place a lot of importance on the feelings and opinions of others. low self-monitors-They place negligible importance on the feelings and opinions of others.

Which VALS ™ consumer segment values practicality and self-sufficiency? believers strivers makers survivors

makers

What is the strongest predictor of brand engagement as shown by research? Multiple choice question. generosity spiritualism independence materialism

materialism

What is the strongest predictor of brand engagement as shown by research? spiritualism materialism independence generosity

materialism

what three characteristics are typically associated with an interdependent self-concept? holistic individualistic relation-oriented obedient egocentric

obedient holistic relation oriented

The marketing team at Over-the-Top Sports knows that most of its customers have an independent self-concept. Based on this knowledge, the marketing team should develop promotional materials that emphasize a collectivist attitude. foster teamwork. promote autonomy. diminish individual actions.

promote autonomy.

A match between the self-concept of a target market, the characteristics of an advertising spokesperson, and the image of a brand can be projected by the _____ to measure self-concept of individuals. Multiple choice question. psychographics approach affective choice method market diffusion measurement semantic differential approach

semantic differential approach

A peak experience is described as one that Multiple choice question. can be repeated on a continuing basis and matched by other experiences and events. continues to manifest the feelings associated with a typical experience. will never be experienced again. surpasses the usual level of intensity associated with an experience and produces feelings of self-fulfillment.

surpasses the usual level of intensity associated with an experience and produces feelings of self-fulfillment.

Which VALS ™ consumer segment often feels powerless because it has the fewest resources? achievers strivers survivors believers

survivors

Which of these promotional efforts would be more appealing to someone with an interdependent self-concept? 1. Print advertisement for vitamin supplements showing a woman enjoying a healthy snack. 2.Print advertisement for vitamin supplements showing a runner finishing a 10K race. 3. Television commercial for camping equipment showing a group of people enjoying the great outdoors. 4. Television commercial for camping equipment showing a lone hiker climbing a mountain.

Television commercial for camping equipment showing a group of people enjoying the great outdoors.

While all of his friends prefer to buy their shoes at the exclusive boutique downtown, Timor shops elsewhere because he knows products at that store are manufactured by a company that uses animals in its testing and has been cited for harmful practices. What VALS primary motivation does this represent? Achievement motivation Self-expression motivation Hierarchy motivation Ideals motivation

Ideals motivation

What is an accurate statement about the mere ownership effect? It occurs almost immediately when an individual obtains an object and it increases with time of ownership. It affects an individual only when an object has been possessed by that individual for a long duration of time. It applies only to those individuals who are wealthy and are able to possess a large number of objects. It affects an individual only if an object becomes an important part of the individual's extended self.

It occurs almost immediately when an individual obtains an object and it increases with time of ownership.

In the context of "urbanization," match the major social groups as categorized by PRIZM (in the left column) to their appropriate descriptions (in the right column). Instructions Drag and drop application. Urban- Suburban- Second City- Town & Rural- . areas surrounding metropolitan cities with moderately dense population communities with low population density satellites to major cities or cities with less dense population major cities with highly dense population

Urban-major cities with highly dense population Suburban- areas surrounding metropolitan cities with moderately dense population Second City- satellites to major cities or cities with less dense population Town & Rural- communities with low population density

According to the VALS ™ segment, a characteristic of innovators is that their purchases reflect their emulation of the purchases of people with greater material wealth. their familiarity with products and established brands. cultivated tastes for niche, upscale products and services. the need for durability, value, and functionality in products.

cultivated tastes for niche, upscale products and services.

Belk's theory describing the importance of possessions to the description of one's self is known as the Multiple choice question. extended self. social self. semantic self. lone self.

extended self.

According to the VALS ™ consumer segments, stylish products that emulate the purchases of wealthier people are favored by believers. thinkers. experiencers. strivers.

strivers.

Based on the VALS ™ segments, Belinda would be classified as a striver if she exhibits which of these traits? She is goal-oriented and focuses on her career. She is trendy and considers life unfair. She favors durable, functional products. She has a wide range of interests.

She is trendy and considers life unfair.

According to the VALS ™ segments, consumers who have lifestyles that center on career and family and that are also goal-oriented are classified as survivors. achievers. strivers. innovators.

achievers.

The VALS systems suggests that while language and other differences exist, individuals in different cultures pursuing certain lifestyles should never be responsive to product features and communication themes suitable to their lifestyle respond to only those advertisement campaigns that are relevant to more traditional cultures. respond to only those promotional cues that are relevant to relatively more modern cultures. be responsive to communication themes and product features suitable to that lifestyle.

be responsive to communication themes and product features suitable to that lifestyle.

According to the VALS™ consumer segments, Jay would be labeled as a thinker. What product attributes would he look for when shopping? practicality and complexity familiarity and predictability sophistication, innovation, and finesse durability, value, and functionality

durability, value, and functionality

What kind of products do believers, according to the VALS ™ classification of consumer segments, typically prefer? inexpensive products and discounted brands niche products and upscale brands unconventional products and offbeat brands familiar products and established brands

familiar products and established brands

Match the types of self-concept (in the left column) to the corresponding lifestyle-related activities (in the right column). independent self-concept zone empty.- interdependent self-concept zone empty.- -Domestic-related activity, such as cooking, is preferred. -Excitement is sought through travel, sports, and entertainment.

independent self-concept zone empty.-Excitement is sought through travel, sports, and entertainment. interdependent self-concept zone empty.-Domestic-related activity, such as cooking, is preferred.

What is emphasized by the independent self-concept? professional relationships individual desires cultural relationships family

individual desires

What are two of the factors that determine a person's lifestyle? Multiple select question. media placement current situation public opinion past experiences

past experiences current situation

The way a person lives is referred to as her or his ____________

lifestyle or life style

What helps marketers develop cultural strategies around consumer segments that cut across cultures? individuals' independent self-concepts individuals pursuing lifestyles pertaining only to their culture lifestyle segments that are latent lifestyle segments that are observable

lifestyle segments that are observable

The VALS consumer segment known as _____ prefers value over luxury and buys basic products. achievers strivers experiencers makers

makers

An owner's tendency to assess an object more appreciatively than a nonowner is known as the Multiple choice question. mere ownership effect. rub-off effect. brand engagement effect. peak experience effect.

mere ownership effect.

What kind of products do achievers typically prefer according to the VALS segmentation of consumers? premium products that demonstrate success to their peers durable, valuable, and functional products products they are familiar with stylish products that emulate the purchase of wealthy people

premium products that demonstrate success to their peers

What factor is used to classify respondents in the VALS program? forced deliberation lifelong education total compensation primary motivation

primary motivation

What is emphasized by the interdependent self-concept? individual characteristics personal goals professional relationships individual desires

professional relationships

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is referred to as _________ _ _______________

self-concept

What are two typical characteristics of someone with an independent self-concept? relation-oriented obedient self-reliant egocentric

self-reliant egocentric

According to the VALS ™ segments, consumers who are mature, comfortable, reflective, and satisfied are classified as thinkers. survivors. experiencers. strivers.

thinkers.

Based on categories developed in a study by Porsche, match the names of the consumer segments (in the left column) to their corresponding characteristics (in the right column). Instructions Drag and drop application. top guns- elitists- proud patrons- bon vivants- fantasists- use their car as an escape thrill seekers ambitious and driven believe a car is a reward for hard work consider cars as cars no matter the price tag

top guns- ambitious and driven elitists- consider cars as cars no matter the price tag proud patrons- believe a car is a reward for hard work bon vivants- thrill seekers fantasists- use their car as an escape

According to a typology developed by Experian Information Systems using technology, match the names of the consumer segments (in the left column) to their corresponding tech lifestyles (in the right column). Instructions wizards- journeymen- apprentices- novices- -prefer to shop online -confused by technology -confused by technology -first to buy new electronic equipment

wizards-first to buy new electronic equipment journeymen-prefer to shop online apprentices-use technology to gather information novices-confused by technology

What is an accurate statement about the mere ownership effect? Multiple choice question. It applies only to those individuals who are wealthy and are able to possess a large number of objects. It occurs almost immediately when an individual obtains an object and it increases with time of ownership. It affects an individual only if an object becomes an important part of the individual's extended self. It affects an individual only when an object has been possessed by that individual for a long duration of time.

It occurs almost immediately when an individual obtains an object and it increases with time of ownership.

Which of these situations describes a peak experience? 1. Micah has owned a luxury automobile for as long as she can remember and would never buy anything else. 2.After trying the new diet soda, Manuel decided he liked the old brand better and wouldn't buy the new brand again. 3.Sasha is trying to lose weight and purchases new work-out clothes and gear to help her accomplish this goal. 4. Sasha is trying to lose weight and purchases new work-out clothes and gear to help her accomplish this goal.

When she reached the mountain top, Kendall felt more alive than ever and credited her joy to the new shoes she purchased for the event.

Match actual self-concept - ideal self-concept - private self-concept - social self-concept - 1. An individual's perception of "how I am seen by others or how I would like to be seen by others" 2. An individual's perception of "who I would like to be" 3. an individual's perception of "how I am or would like to be to myself" 4. an individual's perception of "who I am now"

actual self-concept - an individual's perception of "who I am now" ideal self-concept - An individual's perception of "who I would like to be" private self-concept - an individual's perception of "how I am or would like to be to myself" social self-concept - An individual's perception of "how I am seen by others or how I would like to be seen by others"

Match the psychographic labels (in the left column) to their appropriate descriptions (in the right column). Instructions Drag and drop application. attitudes- activities and interests- demographics- media patterns- values- usage rates- The media that are utilized by consumers. Consumption measurements within a specified product category. Evaluative statements about other places, ideas, people, products. Nonoccupational behaviors to which consumers devote time and effort. Beliefs that are widely held among people about desirable or acceptable behaviors. People's age, income, education level, family structure, occupation, ethnic background, etc.

attitudes- Evaluative statements about other places, ideas, people, products. activities and interests- Nonoccupational behaviors to which consumers devote time and effort. demographics- People's age, income, education level, family structure, occupation, ethnic background, etc. media patterns- The media that are utilized by consumers. values- Beliefs that are widely held among people about desirable or acceptable behaviors. usage rates- Consumption measurements within a specified product category.

Match the type of motivation (in the left column) to its appropriate description (in the right column). Instructions Drag and drop application. ideals motivation- achievement motivation- self-expression motivation- express their individuality through their choices guided by principles rather than feelings strongly influenced by approval and opinions of others

ideals motivation- guided by principles rather than feelings achievement motivation- strongly influenced by approval and opinions of others self-expression motivation- express their individuality through their choices