Question 1

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-Cola 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

The answer of Pepsi-Cola made "freshness" an important product attribute...

Question 2

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. 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 strategy is focused on emphasizing the health benefits of calcium, which is an attribute already associated with Tums. The goal is to change consumers' attitudes by increasing the perceived importance of this attribute in order to encourage them to use Tums as a calcium supplement. This involves changing the perceived importance of the attribute rather than changing beliefs about the extent to which Tums has a specific attribute, adding a new attribute, reducing the perceived risk, or providing stimulus generalization to prospective buyers.

Question 3

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

VALS group of consumers motivated by ideals are those who are guided by knowledge and principle. This group values order, knowledge, and responsibility and are motivated by a sense of belonging and social responsibility. They are also focused on personal growth and development.

Question 4

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.
A)Believers
B)Thinkers
C)Makers
D)Experiencers
E)Achievers

Accepted Answer

Believers in the VALS framework are motivated by ideals, guided by knowledge and principle, and they choose familiar products and brands. They also favor American-made products and are generally brand loyal. Thinkers, Makers, Experiencers, and Achievers, on the other hand, have different motivations and are not necessarily characterized by these behaviors.

Question 5

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 6

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

Adding new attributes to the product can change consumer attitudes by introducing new benefits or features that may appeal to consumers.

Question 7

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in 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 approach used by Colgate marketers was to add a new attribute, triclosan, to the product. By doing so, they were able to differentiate their product from competitors and create a new perceived benefit for consumers who were concerned about bacteria and oral hygiene.

Question 8

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

Accepted Answer

The VALS framework segments consumers based on both their primary motivation for buying products (their values) and their resources (psychographic characteristics). It goes beyond simple demographics or product usage, to delve into deeper psychological factors that drive consumer behavior. Media usage is also taken into consideration, but only as it relates to the consumer's motivation and resources. Overall, option A accurately reflects the core concept behind VALS segmentation.

Question 9

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 that categorizes people based on their values, attitudes, and lifestyles. It is used by marketers to target specific segments of the population with customized marketing messages.

Question 10

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

Accepted Answer

Psychographics is the correct term for analyzing consumer lifestyles, as it involves understanding the psychological and social factors that drive consumer behavior, such as attitudes, values, interests, and opinions. Demographics (A) refers to characteristics of a population, such as age or gender, while social statistics (C) is a general term that could refer to various types of data analysis. Physiological needs (D) pertain to basic biological requirements, such as hunger or thirst, and sociographics (E) is not a commonly used term in marketing or consumer research.

Question 11

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 encompasses how people choose to spend their time, money, and resources, as well as their values and beliefs. It is a broader concept that goes beyond just a set of behaviors or personal moral philosophy, and it is not defined solely by class membership or societal norms. Choice E provides the most comprehensive definition of lifestyle.

Question 12

VALS groups of consumers motivated by __________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.
A)ideals
B)achievement
C)self-expression
D)rewards
E)success

Accepted Answer

VALS groups motivated by achievement are driven by the desire for successful demonstration to themselves and their peer groups. They are motivated by social status, financial success, and are goal-oriented.

Question 13

In the VALS framework, those consumers who are practical and who value durability and functionality in products over styling and newness are called
A)Experiencers.
B)Achievers.
C)Believers.
D)Thinkers.
E)Innovators.

Accepted Answer

The consumers who are practical and value durability and functionality over styling and newness are called Thinkers in the VALS framework. They are motivated by a need for practicality and value in their purchases, prioritize rationality over emotion, and prefer well-established products over new or trendy ones.

Question 14

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 are 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 are extremely vulnerable to current social trends and therefore are best suited to new market-product combinations rather than existing ones.

Accepted Answer

Psychographics uses a combination of psychological characteristics, lifestyle factors, and demographics to understand consumer motivations for purchasing and using products. This helps businesses create more targeted marketing campaigns and develop products that better meet their customers' needs. Psychographics is not limited in its ability to target consumers, as it provides a more holistic understanding of who their customers are and what drives them. VALS is one specific psychographic tool, but it is not the only one. Psychographics can be used for both new and existing products to better understand consumer behavior.

Question 15

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

Changing the perceived importance of attributes is a common approach to altering consumer attitudes by making certain attributes seem more or less important in the decision-making process.

Question 16

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

The definition provided fits the concept of lifestyle, which refers to the patterns of consumption and behaviors that reflect a person's values and preferences. Culture, psychographics, social class, and reference group may all influence a person's lifestyle, but they are not interchangeable with or equivalent to the concept of lifestyle itself.

Question 17

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

Gender and age are not directly used as variables in the VALS framework to determine a consumer's segment. The segmentation is based on primary motivations, psychographic characteristics, and demographics such as education, income, and occupation.

Question 18

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two Ideals-motivated groups, known as __________, have fewer resources and are conservative, conventional people with concrete beliefs based on established codes: family, religion, community, and the nation.
A)Experiencers
B)Believers
C)Makers
D)Achievers
E)Thinkers

Accepted Answer

The Believers group in the Ideals-motivated category of the VALS framework matches the description provided - conservative, conventional people with concrete beliefs based on established codes such as family, religion, community, and the nation. The other options, such as Experiencers and Achievers, do not fit the description provided.

Question 19

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

Accepted Answer

Temporal resources are not considered part of a person's resources in the VALS framework, which focuses on material, emotional, psychological, and demographic resources.

Question 20

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two ideals-motivated groups, known as __________, includes mature, reflective, and well-educated people who value order, knowledge, and responsibility.
A)Makers
B)Believers
C)Thinkers
D)Survivors
E)Achievers

Accepted Answer

The group described aligns with the characteristics of the "Thinkers" segment, who prioritize knowledge and responsibility. The other options - Makers, Believers, Survivors, and Achievers - do not match the described traits.

Quiz 5: Understanding Consumer Behavior

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-Cola is trying to change consumers' attitudes toward its soft drinks by

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

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

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.

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) __________.

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?

The VALS framework segments consumers based on

The VALS framework is an example of

Another name for the analysis of consumer lifestyles is

Lifestyle refers to

VALS groups of consumers motivated by __________ are those who look for products and services that demonstrate success to their peers or to a peer group they aspire to.

In the VALS framework, those consumers who are practical and who value durability and functionality in products over styling and newness are called

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) changing beliefs about the extent to which a brand has certain attributes, (2) __________, and (3) adding new attributes to the product.

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

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

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

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two ideals-motivated groups, known as __________, includes mature, reflective, and well-educated people who value order, knowledge, and responsibility.