CHAPTER 7

More, Custom, Convention, Crescive Norms

More: a custom with a strong moral overtone. It may involve something that is taboo or forbidden like cannibalism. Custom: norm that controls basic behaviors such as division of labor in a household Convention: norms that regulate how we conduct our everyday lives Crescive Norms: Unspoken rules that govern social behavior

Rokeach Value Survey, Terminal Values, Instrumental Values

Rokeach Value Survey: includes a set of instrumental values; actions we need to take to achieve these terminal values. Terminal Values: desirable end-states of existence Instrumental Values:actions we need to take to achieve these terminal values

An advertiser that uses its website to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses the ________ segmentation system?

VALS2

Core Values (examples in U.S.), Value System, Enculturation, Acculturation

Value System: What sets cultures apart is the relative importance, or ranking, of these universal values (For example, core values such as freedom, youthfulness, achievement, materialism, and activity characterize U.S. culture) Enculturation: Own culture Acculturation: Other cultures

VALS2

Values, Attitudes, And Lifestyles System-a segmentation method which slices the market (or potential customers) into 8 groups

The process of learning values from other cultures is called ________.

acculturation

According to the VALS2™ system, consumers that have strong principles and favor proven brands are considered ________.

believers

Lee-Ann Wang is young and enjoys risky activities such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2™ groups would Lee-Ann most likely belong?

experiencer

The VALS2™ group is termed the ________, who are successful consumers with many resources. This group is concerned with social issues and is open to change.

innovators

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig.

lifestyle

What term refers to people's end states in their lives that can apply to many different cultures?

mores

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

psychographics

Psychographics, How to do Psychographic Analysis

s involves the "use of psychological, sociological, and anthropological factors . . . to determine how the market is segmented by the propensity of groups within the market How:A lifestyle profile looks for items that differentiate between users and nonusers of a product. • A product-specific profile identifies a target group and then profiles these consumers on product-relevant dimensions. Chapter 7: Personality, Lifestyles, and Values Copyright © 2020 Pearson Education, Inc. 7-3 • A general lifestyle segmentation study places a large sample of respondents into homogenous groups based on similarities of their overall preferences. • A product-specific segmentation study tailors questions to a product category.

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

values