Exam 12: Self-Concept and Lifestyle

The VALS segment known as Survivors are primarily concerned about safety and security.

David is a retired attorney who is satisfied and comfortable with his life. He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home. He is very content with his life, and he tends to center his leisure activities around his home. He plans his purchases carefully and looks for functionality, value, and durability in the products he buys. Which VALS segment best describes David?

Kerri is searching within herself and trying to determine how she would like to be to herself. Kerri is seeking her _____.

Discuss the two dimensions on which the VALS typology is based.

Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts. Sam would be described as a(n) _____.

Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them. Others' opinions and feelings really matter to her, more so than most people she knows. Erin is an example of a(n) _____.

Which dimension of self refers to how I am or would like to be to myself?

_____ percent of women in a study reported in the Dove consumer insight perceived their actual beauty to fall short of their ideal.

Richard is reassessing his life and asking himself, "How am I seen by others?" He is also asking himself, "How would I like to be seen by others?" Richard is seeking his _____.

Which VALS segment of consumers leads the most constricted lives, living simply on limited incomes with a focus on safety and security?

Which of the following is a global lifestyle segment identified by Roper Starch Worldwide?

Self-image congruity influences on brand preference and choice depend on which of the following?

Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment; to be opinion leaders; and to prefer magazines over TV?

Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment, including cooking at home and from scratch?

The independent self-concept emphasizes personal goals, characteristics, achievement, and desires.

The tendency of an owner to evaluate an object more favorably than a nonowner is known as the mere ownership effect.

Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement. They are heavy users of electronic media; are fashion conscious; and like going to restaurants, bars, and clubs. To which global lifestyle segment identified by Roper Starch Worldwide do Christina and her friends belong?

You've just started working at a company, and your supervisor wants to use the PRIZM lifestyle segmentation scheme but is a bit confused because there are so many segments (i.e., 66 individual segments). While it does seem like a lot to understand, you are also aware that these segments are organized into broader social and life stage groups. Explain these broader groups.

Graham is a college student who is impulsive and somewhat rebellious. He seeks out variety and excitement, usually looking for something new, offbeat, and risky. Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events. To which VALS segment does Graham belong?

Carla and her family lost their home and everything in it in to a fire. People would console her by saying that at least her family was not harmed and that everything else can be replaced. She would reply, "I know it was just stuff, but it was our stuff and was special to us." This is reflecting Carla's _____.