Question 1

VALS groups of consumers motivated by __________ are those who are guided by knowledge and principle.
A)ideals
B)achievement
C)self-expression
D)rewards
E)success

Accepted Answer

The VALS groups of consumers motivated by ideals are guided by knowledge and principle, making them the best fit for this description. Option B, achievement, is related to self-improvement and is not necessarily associated with knowledge and principles. Option C, self-expression, is about expressing one's individuality and creativity. Option D, rewards, is about achieving tangible benefits such as money or status, not necessarily knowledge or principles. Option E, success, can be related to any motivation, making it too broad for this question.

Question 2

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience,advertising,and discussions with other people are referred to as __________.
A)beliefs
B)values
C)attitudes
D)predispositions
E)opinions

Accepted Answer

The answer of A consumer's subjective perception of how a...

Question 3

Another name for the analysis of consumer lifestyles is __________.
A)demographics
B)psychographics
C)social statistics
D)physiological needs
E)sociographics

Accepted Answer

Psychographics refers to the study of consumer lifestyles, values, attitudes, and personality traits. It helps marketers understand their target audience beyond just basic demographics (such as age, gender, and income) and create more effective marketing campaigns that align with their customers' interests and preferences. The other options listed (demographics, social statistics, physiological needs, and sociographics) do not refer specifically to the analysis of consumer lifestyles.

Question 4

The VALS framework segments consumers based on
A)their primary motivation for buying products and their resources.
B)their demographics and their preferred shopping channel.
C)their product usage,age,and gender.
D)where they live and their median home price.
E)their media usage and education level.

Accepted Answer

The VALS framework segments consumers based on their primary motivation for buying products and their resources. It identifies eight different segments based on psychological factors, such as their attitudes, values, and beliefs, as well as their demographic characteristics. Therefore, option A is the best choice as it accurately describes the VALS framework. The other options do not identify the primary factors that the VALS framework uses to segment consumers.

Question 5

Which of the following statements about the VALS framework is FALSE?
A)Consumers are inspired by one of three primary motivations-ideals,achievement,and self-expression-that give meaning to their self or the world and govern their activities.
B)Consumers are motivated to buy products and services and seek experiences that give shape,substance,and satisfaction to their lives.
C)The VALS framework seeks to explain why and how consumers make purchase decisions.
D)The VALS framework identifies eight consumer segments.
E)A consumer's gender and age have a direct effect on placement within a VALS consumer segment.

Accepted Answer

A consumer's gender and age are not direct factors in placing them within a VALS consumer segment. The VALS framework considers a consumer's values, personality, and lifestyle to determine their segment.

Question 6

The VALS framework is an example of
A)a personality assessment.
B)cognitive learning theory.
C)a psychographic system.
D)a study on the hierarchy of needs.
E)geodemographic segmentation.

Accepted Answer

The VALS framework is a psychographic system which divides consumers into different segments based on their values, attitudes, and lifestyles. It is used in marketing to tailor messages and products to the specific needs and preferences of each segment.

Question 7

Beliefs refer to
A)a person's consistent behaviors or responses to recurring situations.
B)a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
C)the process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world.
D)a consumer's subjective perception of how a product or brand performs on different attributes.
E)the moral and ethical precepts that guide a person's behavior.

Accepted Answer

The answer of Beliefs refer to
A)a person's consistent behaviors or...

Question 8

In the VALS framework,a person's resources include all of the following EXCEPT: A)material B)physical C)temporal D)psychological E)demographic

Accepted Answer

The answer of In the VALS framework,a person's resources include...

Question 9

A mode of living that is identified by how people spend their time and resources,what they consider important in their environment,and what they think of themselves and the world around them is referred to as
A)culture.
B)psychographics.
C)social class.
D)lifestyle.
E)reference group.

Accepted Answer

A lifestyle refers to how individuals or groups of people live their lives, including their behaviors, attitudes, interests, and values. It includes how they spend their time and resources, how they perceive themselves and the world around them, and what is important to them. Psychographics (B) is related to lifestyle, but refers specifically to the study of personality, values, attitudes, interests, and lifestyles. Culture (A) is a broader concept that encompasses the shared beliefs, values, customs, behaviors, and artifacts that characterize a group or society. Social class (C) refers to distinctions based on factors such as income, occupation, education, and lifestyle that influence a person's social status and access to resources. Reference groups (E) are groups that individuals use as a basis for comparison and evaluation, such as friends, family, and social networks. While all of these concepts are related, the most appropriate answer in this context is lifestyle (D).

Question 10

Lifestyle refers to
A)the set of behaviors that is a result of spending one's time and money as one pleases.
B)a mode of living that is defined by one's personal moral philosophy.
C)the similar values,interests,and behaviors that members of society share.
D)a self-defined identification of belonging to a lower,lower-middle,middle,upper-middle,or upper class in terms of values,attitudes,and beliefs.
E)a mode of living that is identified by how people spend their time and resources,what they consider important in their environment,and what they think of themselves and the world around them.

Accepted Answer

Lifestyle is a way of living that encompasses various aspects of one's life, including how they spend their time and resources, what they consider to be important in their environment, and how they see themselves and the world around them. Option A refers only to the behavior resulting from spending time and money, while option B is focused only on personal moral philosophy. Option C describes shared values and behaviors among members of a society, while option D refers to a self-defined identification of social class based on values, attitudes, and beliefs.

Question 11

Which of following statements is FALSE about attitudes?
A)Marketers are primarily concerned with American core values when developing advertising messages.
B)Attitudes are learned.
C)Attitudes are shaped by one's values and beliefs.
D)An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
E)Personal values affect attitudes by influencing the importance assigned to specific product attributes.

Accepted Answer

Marketers are not only concerned with American core values, but also with the values and attitudes of the specific target audience they are trying to reach. Attitudes can vary based on cultural and individual differences, so it is important for marketers to consider these factors when developing advertising messages.

Question 12

-According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?
A)changing beliefs about the extent to which a brand has certain attributes
B)changing the perceived importance of attributes
C)adding new attributes to the product
D)providing free trials of the new product
E)obtaining a seal of approval to reduce consumers' risk and encourage purchases

Accepted Answer

The answer of 
-According to the Colgate toothpaste ad above...

Question 13

Most people already know that Tums,a popular antacid,contains calcium.Today,Tums antacid stresses both the benefits of the antacid itself and the fact that Tums can be used as a calcium supplement.The new promotion involves changing consumers' attitudes toward Tums by
A)changing beliefs about the extent to which Tums has a specific attribute.
B)changing the perceived importance of a specific attribute.
C)adding a new attribute.
D)reducing the perceived risk.
E)providing stimulus generalization to prospective buyers.

Accepted Answer

The new promotion is emphasizing the fact that Tums can be used as a calcium supplement, thereby changing the perceived importance of a specific attribute (calcium content) and potentially changing consumers' attitudes towards Tums.

Question 14

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline.Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air.Ford set a goal to attract 20,000 buyers a year for this SUV.Ford is trying to change consumer attitudes by
A)changing beliefs about the extent to which a brand has a specific attribute.
B)changing the perceived importance of a specific attribute.
C)adding a new attribute.
D)reducing the perceived risk of the product.
E)providing stimulus generalization to prospective buyers.

Accepted Answer

The answer of The Ford Escape Hybrid SUV was the...

Question 15

If you hold a personal value of thriftiness,then you probably will have a favorable __________ toward automobiles with good fuel economy.
A)belief
B)value
C)attitude
D)motivation
E)perception

Accepted Answer

A favorable attitude reflects a positive evaluation of something, in this case, automobiles with good fuel economy which align with the personal value of thriftiness. Beliefs are specific knowledge about something, motivation is the driving force that moves a person to act, values are enduring beliefs about what is good or bad, and perceptions are the way we interpret and organize sensory information.

Question 16

Which of the following statements about psychographics is most accurate?
A)Psychographics is unable to provide actionable information about potential customers since the data obtained from the research is too subjective to be reliably interpreted and acted upon.
B)Although helpful in segmenting markets,psychographics is limited in its ability to target consumers.
C)Psychographics combines demographic data,psychological data,and actual spending data of consumers to create VALS profiles.
D)Psychographics combines psychology,lifestyle,and demographics to uncover consumer motivations for buying and using offerings.
E)Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new market-product combinations rather than existing ones.

Accepted Answer

Psychographics combines information about a person's personality traits, lifestyle, and demographics to uncover their motivations for buying and using products. While there are limitations to psychographics, it is a valuable tool for understanding consumer behavior and preferences. VALS profiles are one example of how psychographics can be applied in marketing research.

Question 17

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)__________; (2)changing the perceived importance of attributes; and (3)adding new attributes to the product.
A)reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)actively educating consumers about the product's competitive advantages
C)refocusing a consumer's attention from one attribute to another
D)changing beliefs about the extent to which a brand has certain attributes
E)denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 18

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)changing beliefs about the extent to which a brand has certain attributes; (2)__________; and (3)adding new attributes to the product.
A)reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)actively educating consumers about the product's competitive advantages
C)changing the perceived importance of attributes
D)refocusing a consumer's attention from one attribute to another
E)denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 19

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans.Prior to doing so,few consumers considered freshness an issue for soft drinks.Pepsi is trying to change consumers' attitudes toward its soft drinks by
A)changing beliefs about the extent to which a brand has a specific attribute.
B)changing the perceived importance of a specific attribute.
C)adding a new attribute.
D)reducing perceived risk.
E)providing stimulus generalization.

Accepted Answer

By stamping freshness dates on its cans, Pepsi-Cola is trying to make freshness an important attribute in consumers' minds, thus changing the perceived importance of the attribute.

Question 20

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)changing beliefs about the extent to which a brand has certain attributes; (2)changing the perceived importance of attributes; and (3)__________.
A)reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)adding new attributes to the product
C)refocusing a consumer's attention from one attribute to another
D)actively educating consumers about the product's competitive advantages
E)denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Quiz 4: Understanding Consumer Behavior

VALS groups of consumers motivated by __________ are those who are guided by knowledge and principle.

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience,advertising,and discussions with other people are referred to as __________.

Another name for the analysis of consumer lifestyles is __________.

The VALS framework segments consumers based on

Which of the following statements about the VALS framework is FALSE?

The VALS framework is an example of

Beliefs refer to

In the VALS framework,a person's resources include all of the following EXCEPT:

A mode of living that is identified by how people spend their time and resources,what they consider important in their environment,and what they think of themselves and the world around them is referred to as

Lifestyle refers to

Which of following statements is FALSE about attitudes?

-According to the Colgate toothpaste ad above and the textbook,what approach did Colgate marketers use to encourage consumers to purchase its product?

Most people already know that Tums,a popular antacid,contains calcium.Today,Tums antacid stresses both the benefits of the antacid itself and the fact that Tums can be used as a calcium supplement.The new promotion involves changing consumers' attitudes toward Tums by

If you hold a personal value of thriftiness,then you probably will have a favorable __________ toward automobiles with good fuel economy.

Which of the following statements about psychographics is most accurate?

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product.

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) __________; and (3) adding new attributes to the product.

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans.Prior to doing so,few consumers considered freshness an issue for soft drinks.Pepsi is trying to change consumers' attitudes toward its soft drinks by

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.