Question 1

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

Accepted Answer

The new promotion is emphasizing the fact that TUMS can be used as a calcium supplement, which changes the perceived importance of this specific attribute. This may encourage consumers to view TUMS not just as a remedy for heartburn, but also as a source of beneficial calcium.

Question 2

In the VALS system, consumers who choose familiar products and brands, favor American-made products, and are generally brand loyal are referred to as _________.

Accepted Answer

According to the VALS system, believers are consumers who have a strong preference for familiar products and brands, typically favoring American-made products, and are generally brand loyal. Experiencers are more interested in new and exciting experiences, innovators are more likely to be early adopters of new products, achievers focus on success and status, and thinkers prioritize information and knowledge.

Question 3

FIGURE 5-10 
-In the Figure 5-10 above, diamond "E" refers to

Accepted Answer

The answer of FIGURE 5-10 
-In the Figure 5-10 above,...

Question 4

The VALS groups, which are guided by knowledge and principle, are motivated by

Accepted Answer

The VALS groups are motivated by different values, and the group guided by knowledge and principle is the "Believers" group, which is characterized by being motivated by ideals, such as a sense of purpose and morality. The other options (achievement, self-expression, rewards, and success) are more aligned with other VALS groups.

Question 5

The Strategic Business Insights (SRI's) VALS program is an example of a

Accepted Answer

SRI's VALS program is a psychographic system that classifies people based on their values, attitudes, and lifestyles. It helps marketers understand consumer behavior and create targeted advertising campaigns. The VALS program divides consumers into eight segments: innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors. Each segment has unique characteristics and preferences, allowing marketers to tailor their messaging to specific groups.

Question 6

The VALS groups, which are guided by knowledge and principle, are motivated by __________.

Accepted Answer

The VALS groups that are guided by knowledge and principle, such as Innovators and Thinkers, are motivated by ideals. They prioritize self-expression and personal growth over materialistic gains, and are often focused on making a positive impact in society.

Question 7

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) __________.

Accepted Answer

Marketers can change consumer attitudes by adding new attributes to a product, which can make the product more appealing or relevant to consumers.

Question 8

In the VALS system, consumers motivated by ideals are guided by knowledge and principle.__________ are mature, reflective, and well-educated people who value order, knowledge, and responsibility.

Accepted Answer

According to the VALS system, consumers motivated by ideals are called "Thinkers." Thinkers are described as mature, reflective, and well-educated individuals who value knowledge, responsibility, and order.

Question 9

In the VALS system, __________ groups are consumers motivated by ideals and are guided by knowledge and principle.

Accepted Answer

According to the VALS system, consumers motivated by ideals are guided by knowledge and principle. They are concerned about social and environmental issues, prioritize ethical consumerism, and are often interested in spiritual pursuits. This group is associated with values such as self-respect, sense of belonging, and sense of accomplishment. Therefore, A) Ideals-motivated is the best choice.

Question 10

In the VALS classification system shown in Figure 5-10 above, diamond "E" consists of a group of consumers who represent a modest market for most products and services and are brand loyal.

Accepted Answer

Survivors are typically characterized by their modest means and brand loyalty, making them a modest market for most products and services.

Question 11

Which of the following statements about psychographics is most accurate?

Accepted Answer

Psychographics combines data about personality, values, interests, attitudes, and lifestyle with demographic information about potential customers. This combination provides a more in-depth understanding of why customers choose certain products or services and how they make decisions. Psychographics is not limited to new markets and can be used to identify specific target markets based on their unique characteristics.

Question 12

Another name for the analysis of consumer lifestyle is __________.

Accepted Answer

Psychographics is the study of consumer lifestyles, values, attitudes, and personality traits. It goes beyond demographics, which only examines basic characteristics such as age, income, and gender. Social statistics and sociographics are not commonly used terms in marketing, and physiological needs refer to a different aspect of consumer behavior.

Question 13

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

Accepted Answer

A lifestyle is a combination of factors such as daily activities, interests, values, and attitudes that make up an individual's way of living. Social class, culture, and reference group can influence a person's lifestyle, but lifestyle is a broader concept that encompasses these factors. Personal image is also related to lifestyle, but it refers more to the way individuals portray themselves to others rather than their way of living.

Question 14

In the VALS system, practical consumers and deliberate information-seekers, who value durability and functionality in products over styling and newness are called

Accepted Answer

According to the VALS system, consumers who prioritize durability and functionality over styling and newness are called "thinkers." They are practical and deliberate in their decision-making and tend to seek out information before making a purchase.

Question 15

Consumers motivated by ideals are guided by knowledge and principle.__________ are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation.

Accepted Answer

The description fits the characteristics of "Believers," who value tradition, established norms, and principles. They are motivated by ideals and their decisions are guided by knowledge and principle.

Question 16

The Ford Escape hybrid SUV was the first type of SUV on the market that uses electric and gas fuel rather than all gas.Ford has targeted not only men who are excited about technology, but also those who want to contribute to cleaner air.Ford has set a goal to attract 20,000 buyers a year for this model.Ford is trying to change consumer attitudes by

Accepted Answer

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

Question 17

Lifestyle refers to

Accepted Answer

Lifestyle refers to the way people spend their time and resources, what they consider important in their environment, and their values, attitudes, and beliefs. Therefore, option E is the most comprehensive definition of lifestyle. Options A, B, C, and D only partially define lifestyle based on one aspect of it.

Question 18

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

Accepted Answer

By emphasizing the importance of freshness through the use of freshness dates, Pepsi is trying to change consumers' attitudes toward Pepsi by changing the perceived importance of freshness as an attribute.

Question 19

FIGURE 5-10 
-In the Figure 5-10 above, diamond "A" refers to

Accepted Answer

Diamond "A" in Figure 5-10 represents Innovators, as they are the earliest adopters of a new product or technology.

Question 20

The Values and Lifestyle (VALS) program

Accepted Answer

The Values and Lifestyle (VALS) program creates profiles of people based on their primary motivation and resources. It helps marketers to understand consumer behavior and identify potential target markets based on their values, attitudes, and lifestyles. The program does not aim to promote healthier lifestyles, reduce costs in the insurance industry, or solely focus on past buying behaviors.

Quiz 5: Understanding Consumer Behavior