Question 1

What is the "20- 80 rule"? Using the example of walking shoes, explain how the 20/80 rule works. How would a marketer take advantage of this information?

Accepted Answer

According to a very general rule of thumb frequently used in marketing research, the "20/80 rule," only 20 percent of a product's users account for 80 percent of the volume of product sold.
Researchers attempt to determine who uses the product and try to isolate heavy, moderate, and light users.
Marketers primarily target heavy users, even though they may constitute a relatively small number of total users. They also look for patterns of usage and attitudes toward the product.
After the heavy users are identified and understood, the brand's relationship to them is considered. Not all heavy users are the same. They may have quite different reasons for using the brand. In many cases just a few lifestyle segments account for the majority of brand users. Walking shoe purchasers, for example, were found to want benefits ranging from comfort in walking to work to walking for fun. Thus, various manufacturers are able to serve several segments of walkers.

Question 2

A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory would say that this is representative of the:

Accepted Answer

A)  id 
B)  left hemisphere of the brain 
C)  ego 
D)  superego 
E)  right hemisphere of the brain 
A)  id 
B)  left hemisphere of the brain 
C)  ego 
D)  superego 
E)  right hemisphere of the brain A

Question 3

Research has indicated that there may be some value to the use of a neo- Freudian theory that people are of three types: compliant, detached, or aggressive, and that each type prefers different kinds of products.

Accepted Answer

A) True 
 B)False  True

Question 4

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on trait theory.

Accepted Answer

A) True 
 B)False

Question 5

At Whole Foods supermarket in Seattle shoppers take part in a "singles" night the first Friday of every month. This would be a good illustration of lifestyle marketing.

Accepted Answer

A) True 
 B)False

Question 6

Jason is handy with his hands. He has always tended to focus his energies on self- sufficiency. On any given weekend you can find him working on his car or building something to add to his house. According to the VALS classification system, Jason would most likely be labeled a Thinker.

Accepted Answer

A) True 
 B)False

Question 7

L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the L. L. Bean reputation, L. L. Bean has achieved with their products.

Accepted Answer

A)  brand equity 
B)  brand animism 
C)  brand dynamics 
D)  brand logos 
E)  brand polarity 
A)  brand equity 
B)  brand animism 
C)  brand dynamics 
D)  brand logos 
E)  brand polarity

Question 8

theory is one approach to personality which focuses on the quantitative measurement of traits or identifiable characteristics that define a person, for example, the degree to which one likes to try new things (the trait of innovativeness).

Accepted Answer

The answer of theory is one approach to personality which...

Question 9

Trait theory refers to those subjective components of the self ("traits") which intuitively "make sense" even though they cannot be measured quantitatively.

Accepted Answer

A) True 
 B)False

Question 10

The "reality principle," according to Freudian psychology, is behaviour guided by the primary desire to maximize pleasure and avoid pain.

Accepted Answer

A) True 
 B)False

Question 11

Group identities gel around forms of expressive symbolism. The self- definitions of group members are derived from the common symbol system to which the group is dedicated. Which of the following terms is NOT one used to describe these self- definitions:

Accepted Answer

A)  status culture 
B)  lifestyle 
C)  taste public 
D)  consumer complex 
E)  symbolic community 
A)  status culture 
B)  lifestyle 
C)  taste public 
D)  consumer complex 
E)  symbolic community

Question 12

The slogan for a bakery's brand of bread portrayed it as "old- fashioned, wholesome, traditional." The slogan described the brand's .

Accepted Answer

personalit

Question 13

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

Accepted Answer

A)  the tests have too often been improperly used or arbitrarily changed, so results could not be valid 
B)  trait scales were designed to measure gross overall tendencies, not specific brand preferences 
C)  it makes good intuitive sense that consumers would buy products that are extensions of their personalities 
D)  researchers are just not able to predict consumers' behaviours on the basis of their measured traits; the measurements lack validity 
E)  traits highlight the potential importance of the unconscious motives underlying a purchase 
A)  the tests have too often been improperly used or arbitrarily changed, so results could not be valid 
B)  trait scales were designed to measure gross overall tendencies, not specific brand preferences 
C)  it makes good intuitive sense that consumers would buy products that are extensions of their personalities 
D)  researchers are just not able to predict consumers' behaviours on the basis of their measured traits; the measurements lack validity 
E)  traits highlight the potential importance of the unconscious motives underlying a purchase

Question 14

Trait scales were specifically developed to measure gross overall tendencies in the individual rather than for making predictions about brand purchases.

Accepted Answer

A) True 
 B)False

Question 15

Although primarily a psychological instrument, VALS 2 now includes demographic factors such as income and education.

Accepted Answer

A) True 
 B)False

Question 16

Describe the basic premise of motivational research and how it is conducted.

Accepted Answer

The approach was largely based on psycho

Question 17

Erin likes to be self- sufficient. She grows her own vegetables, mows her own lawn, paints her house and does her own repairs. According to the VALS typology she can fit into in which of the following groups:

Accepted Answer

A)  Fulfilled 
B)  Strivers 
C)  Achievers 
D)  Makers 
E)  Experiencers 
A)  Fulfilled 
B)  Strivers 
C)  Achievers 
D)  Makers 
E)  Experiencers

Question 18

Wind Outfitters most probably have adopted a wolf as part of their company logo to develop:

Accepted Answer

A)  competitive fear 
B)  company acceptance 
C)  corporate strategy 
D)  brand personality 
E)  market share 
A)  competitive fear 
B)  company acceptance 
C)  corporate strategy 
D)  brand personality 
E)  market share

Question 19

In an economic sense, one's lifestyle represents the way one has elected to allocate income. We allocate different proportions of our income to different products and services as well as to specific brand alternatives within these categories.

Accepted Answer

A) True 
 B)False

Question 20

The psychographic research approach could be useful in the study of social issues such as alcohol abuse.

Accepted Answer

A) True 
 B)False

What is the "20- 80 rule"? Using the example of walking shoes, explain how the 20/80 rule works. How would a marketer take advantage of this information?

A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory would say that this is representative of the:

Research has indicated that there may be some value to the use of a neo- Freudian theory that people are of three types: compliant, detached, or aggressive, and that each type prefers different kinds of products.

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on trait theory.

At Whole Foods supermarket in Seattle shoppers take part in a "singles" night the first Friday of every month. This would be a good illustration of lifestyle marketing.

Jason is handy with his hands. He has always tended to focus his energies on self- sufficiency. On any given weekend you can find him working on his car or building something to add to his house. According to the VALS classification system, Jason would most likely be labeled a Thinker.

theory is one approach to personality which focuses on the quantitative measurement of traits or identifiable characteristics that define a person, for example, the degree to which one likes to try new things (the trait of innovativeness).

Trait theory refers to those subjective components of the self ("traits") which intuitively "make sense" even though they cannot be measured quantitatively.

The "reality principle," according to Freudian psychology, is behaviour guided by the primary desire to maximize pleasure and avoid pain.

Group identities gel around forms of expressive symbolism. The self- definitions of group members are derived from the common symbol system to which the group is dedicated. Which of the following terms is NOT one used to describe these self- definitions:

The slogan for a bakery's brand of bread portrayed it as "old- fashioned, wholesome, traditional." The slogan described the brand's .

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

Trait scales were specifically developed to measure gross overall tendencies in the individual rather than for making predictions about brand purchases.

Although primarily a psychological instrument, VALS 2 now includes demographic factors such as income and education.

Describe the basic premise of motivational research and how it is conducted.

Erin likes to be self- sufficient. She grows her own vegetables, mows her own lawn, paints her house and does her own repairs. According to the VALS typology she can fit into in which of the following groups:

Wind Outfitters most probably have adopted a wolf as part of their company logo to develop:

In an economic sense, one's lifestyle represents the way one has elected to allocate income. We allocate different proportions of our income to different products and services as well as to specific brand alternatives within these categories.

The psychographic research approach could be useful in the study of social issues such as alcohol abuse.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning and Memory

Motivation and Affect

Personality, Lifestyles, and Values

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters

Exam 6: The Self and Gender Identity

What is the "20- 80 rule"? Using the example of walking shoes, explain how the 20/80 rule works. How would a marketer take advantage of this information?

A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory would say that this is representative of the:

Research has indicated that there may be some value to the use of a neo- Freudian theory that people are of three types: compliant, detached, or aggressive, and that each type prefers different kinds of products.

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on trait theory.

At Whole Foods supermarket in Seattle shoppers take part in a "singles" night the first Friday of every month. This would be a good illustration of lifestyle marketing.

Jason is handy with his hands. He has always tended to focus his energies on self- sufficiency. On any given weekend you can find him working on his car or building something to add to his house. According to the VALS classification system, Jason would most likely be labeled a Thinker.

theory is one approach to personality which focuses on the quantitative measurement of traits or identifiable characteristics that define a person, for example, the degree to which one likes to try new things (the trait of innovativeness).

Trait theory refers to those subjective components of the self ("traits") which intuitively "make sense" even though they cannot be measured quantitatively.

The "reality principle," according to Freudian psychology, is behaviour guided by the primary desire to maximize pleasure and avoid pain.

Group identities gel around forms of expressive symbolism. The self- definitions of group members are derived from the common symbol system to which the group is dedicated. Which of the following terms is NOT one used to describe these self- definitions:

The slogan for a bakery's brand of bread portrayed it as "old- fashioned, wholesome, traditional." The slogan described the brand's .

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

Trait scales were specifically developed to measure gross overall tendencies in the individual rather than for making predictions about brand purchases.

Although primarily a psychological instrument, VALS 2 now includes demographic factors such as income and education.

Describe the basic premise of motivational research and how it is conducted.

Erin likes to be self- sufficient. She grows her own vegetables, mows her own lawn, paints her house and does her own repairs. According to the VALS typology she can fit into in which of the following groups:

Wind Outfitters most probably have adopted a wolf as part of their company logo to develop:

In an economic sense, one's lifestyle represents the way one has elected to allocate income. We allocate different proportions of our income to different products and services as well as to specific brand alternatives within these categories.

The psychographic research approach could be useful in the study of social issues such as alcohol abuse.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Learning and Memory

Motivation and Affect

Personality, Lifestyles, and Values

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters