Deck 14: Psychographics: Values, Personality, and Lifestyles

Question 1

Don bought a Chrysler and crashed it into a tree.After having it repaired,the car is not as reliable as it used to be.Don blames Chrysler for its poor manufacturing ability.This is an example of Donovan's external locus of control.

Answer 1

True

Question 2

Asian families do not value education as highly as American families do.

Answer 2

False

Question 3

Symbolic products such as a wedding gown,family mementos,and photos are important for those individuals that value materialism.

Answer 3

False

Question 4

Hedonism is when a consumer seeks out educational experiences.

Question 5

Individuals learn the values and behaviors of a new culture through the process of socialization.

Question 6

Sigmund Freud developed one of the most basic trait-theory schemes.

Question 7

American women are more likely to spend time preparing meals at home than Japanese women.

Question 8

American consumers are often considered to be less impulsive and more risk adverse than Canadians.

Question 9

Using the VALS instrument,Iron City Beer was able to increase sales by 26 percent.

Question 10

John discusses the benefits of exercising and eating a healthy diet,yet he is about 100 pounds overweight and eats fast food constantly.This is an example of how values and behavior differ.

Question 11

In one study,46 percent of consumers indicated they would choose energy-saving features in a new home over better kitchen cabinets or other creature comforts.

Question 12

Parents who consider themselves environmentalists,but still buy ecologically unfriendly disposable diapers may experience value conflict.

Question 13

When people work long hours,they often value leisure time as much as money.

Question 14

High self-monitors are more responsive to ads that indicate quality,and they are willing to pay extra for these products.

Question 15

U.S.consumers named family security,world peace,and the ability to be rich as their most important values.

Question 16

Dan likes to play blackjack every day of the week.He would be considered an idocentric consumer.

Question 17

Because U.S.culture tends to place a high value on individualism,more consumers are likely to be allocentric.

Question 18

Hedonism is a value where consumers gauge satisfaction in terms of possessions that they have acquired in life.

Question 19

Rhonda does not think automatic dishwashers clean plates and utensils as well as she can by hand.Although her friends have dishwashers and are happy with them,she refuses to consider washing dishes any other way.In consumer behavior,we would call her dogmatic.

Question 20

The trend of consumers treating themselves to affordable luxuries means that private-labeled store brands are experiencing a decrease in sales.

Question 21

Freedom is a value that permeates much of modern American life.We believe in freedom of speech,freedom to worship,and freedom to raise children as we wish.Thus,freedom is an example of a(n)

A) attitude.
B) evaluation.
C) global value.
D) terminal value.
E) instrumental value.

Question 22

At this stage of his life,Bill really needs self-respect and a sense of accomplishment.These are best thought of as examples of

A) referencers.
B) evaluations.
C) schemas.
D) terminal values.
E) instrumental values.

Question 23

In VALS segmentation,strivers have limited discretionary income and value self-sufficiency and family.

Question 24

Value systems are often in place by age

A) 2.
B) 10.
C) 18.
D) 25.
E) 35.

Question 25

How we behave in a given situation is often influenced by

A) the size of our generational group.
B) the name of the values we have learned.
C) information encoding speed.
D) information decoding speed.
E) how important a value is relative to others.

Question 26

Formally defined,values are

A) enduring beliefs that a given behavior or outcome is desirable or good.
B) a certain set of behaviors that is learned either from our parents or from peer groups.
C) a certain set of attitudes that are strongly held.
D) a belief in an existing level of quality or value for products.
E) a certain set of attitudes that are long-lasting but not strongly held.

Question 27

____ are enduring beliefs that a given behavior or outcome is desirable or good.

A) Transferences
B) Ideas
C) Foundational ideas
D) Schemas
E) Values

Question 28

Values are

A) superficial.
B) so ingrained that most people are not consciously aware of them.
C) learned for a short time but then quickly forgotten.
D) easily described by individuals who are fully aware of them.
E) easily adjusted to fit a situation.

Question 29

The ____ of loving,forgiving,helpfulness,honesty,and believing in God help one achieve highly desired end states.

A) domain-specific values
B) evaluations
C) end-state associations
D) terminal values
E) instrumental values

Question 30

VALS is a psychographic tool used to create consumer segments based on consumers' resources and motivations.

Question 31

Our ____ is our total set of values and their relative importance.

A) belief network
B) psychonetwork
C) value system
D) world reference
E) belief reference

Question 32

Psychographics refers to the

A) social influences on consumers.
B) description of consumers on the basis of their reference group.
C) description of consumers on the basis of their psychological characteristics.
D) description of consumers on the basis of their ethnicity or region of the country.
E) demographic influences on consumers.

Question 33

Instrumental values are

A) values we hold in a public setting, such as a transit system.
B) highly undesirable but tempting values.
C) values we hold at the very end of our lives.
D) highly desired end states.
E) needed to attain highly desired end states.

Question 34

Consumers in university towns can be clustered into several lifestyle groups,including fraternity row,granolas,graduate couples,and hangers on.This is an example of a description of consumers by

A) demographics.
B) psychographics.
C) SES.
D) socioeconomic status.
E) physiological spending patterns.

Question 35

Traditionally,psychographics referred to the measurement of consumer lifestyles,but more modern applications have broadened to include other concepts that might include all of the following except

A) the psychological make-up of consumers.
B) the values of consumers.
C) the personality of consumers.
D) the ability to recall consideration sets for certain product categories.
E) how consumers behave with respect to specific products.

Question 36

His parents taught Clarke at an early age to conserve energy by turning lights off when he left a room.This is an example of

A) acculturation.
B) alliteration.
C) shaping.
D) socialization.
E) valuation.

Question 37

David chose a new notebook computer based on pleasure,happiness,and intellectual interests.David was allowing his ____ to guide his purchase decision.

A) transferences
B) ideas
C) foundational ideas
D) networks
E) values

Question 38

What is best known as ____ arises when we do something that is consistent with one value but inconsistent with another.

A) value conflict
B) reference inconsistency
C) belief war
D) reconstituted value division
E) system disagreement

Question 39

____ is the process by which individuals learn the values and behaviors of a new culture.

A) Alliteration
B) Acculturation
C) Shaping
D) Valuation
E) Instrumentation

Question 40

Terminal values are

A) values we hold in a public setting, such as a bus stop.
B) highly undesirable but tempting values.
C) values we hold at the very end of our lives.
D) highly desired end states.
E) needed to attain highly desired end states.

Question 41

In a materialistic society,consumers will be receptive to marketing tactics that

A) encourage anti-materialistic values.
B) encourage recycling and environmental values.
C) promote social good.
D) facilitate the acquisition of goods.
E) appeal to the terminal values of national security and freedom.

Question 42

____ items are important to individuals who are low in materialism.

A) Symbolic
B) Luxury
C) Domain-specific
D) Big-ticket
E) Hedonistic

Question 43

Airlines appeal to ____ by offering more legroom,gourmet meals,and a large selection of videos on individual screens.

A) symbolism
B) hedonism
C) satiation
D) utilitarianism
E) functionalism

Question 44

____ have chosen a lifestyle that is low in materialism.

A) Political leaders
B) Investment bankers, corporate lawyers, and venture capitalists
C) Loan officers
D) Lobbyists
E) Nuns or missionaries

Question 45

When consumers ____,they desire products and services that simply make them feel good.

A) engage in hedonic consumption
B) join social groups
C) engage in constructive criticism of reference groups
D) become materialistic
E) seek symbolism in their lives

Question 46

The booming success of such products as Haagen-Dazs ice cream and President's Choice Decadent Chocolate Chip Cookies is reflective of the value placed on

A) symbolism.
B) hedonism.
C) satiation.
D) utilitarianism.
E) functionalism.

Question 47

In part,health concerns are tied to

A) equity.
B) self-esteem.
C) affluence.
D) forgiveness.
E) obedience.

Question 48

Materialism may reflect a high value of ____ if people judge their self-worth by what they have acquired.

A) accomplishment
B) self-aggrandizement
C) self-esteem
D) diligence
E) a desire for formality

Question 49

The materialistic acquisition of possessions may be instrumental in achieving the higher order value of

A) loving.
B) forgiving.
C) social recognition.
D) equality.
E) inner harmony.

Question 50

Although many consumers say they want to consume less fat,relatively few are buying light or low-fat alternatives.This is an example of

A) terminal values.
B) hedonic values.
C) instrumental values.
D) cocooning.
E) how values and behavior can differ.

Question 51

Consumers will avoid eating beef at home,only to splurge on steaks while dining out.This is likely to be indicative of a contradiction between

A) utilitarianism and functionalism.
B) symbolic and real consumption.
C) the values of family and self.
D) the values of hedonism and health.
E) gender and geographic emblems.

Question 52

Americans are getting heavier and heavier.What percentage of U.S.adults are obese?

A) more than 20 percent
B) more than 50 percent
C) more than 60 percent
D) more than 30 percent
E) more than 40 percent

Question 53

In the United States,____ is increasingly valued for its instrumental function in achieving other values.

A) leisure
B) work
C) health
D) self-esteem
E) gratification

Question 54

____ are relevant only to particular areas of activity such as religion,family,or consumption.

A) Domain-specific values
B) Evaluations
C) End-state associations
D) Terminal values
E) Instrumental values

Question 55

Regarding work,Americans are

A) working harder than ever before.
B) not working as hard as before.
C) working approximately the same hours as they always have.
D) not working as hard but getting higher pay than before.
E) working approximately the same hours as they always have but for higher pay.

Question 56

Perhaps because Americans are working more,they tend to ____.As a result,they will pay for housecleaning and errand services to free up non-work time.

A) value money more than leisure time
B) place more value on household work
C) value leisure time as much as they value money
D) be willing to put more time in at work to earn more money
E) highly value work and the gratification that can come from it

Question 57

The increasing value placed on health in the United States might likely lead to all of the following except

A) low-fat cuisine.
B) health clubs.
C) time-saving devices.
D) dieting services.
E) healthy cuisine.

Question 58

Technological advances mean that

A) work is becoming slower.
B) the distinction between work and home life is becoming sharper.
C) working hours are becoming longer.
D) the distinction between work and home life is becoming blurred.
E) more individuals must work in the office.

Question 59

Cultures differ in the values they place on their families and children.Parents in Europe and Asia

A) place a low value on educating their young.
B) place a higher value on hedonic consumption than on educating their young.
C) value education only for girls.
D) place a higher value on self gratification than on educating their young.
E) place a higher value on educating their young than parents in the United States.

Question 60

Rather than move their families when they change jobs,increasing numbers of parents are

A) commuting to work in another city or state.
B) quitting jobs and becoming full time housewives or househusbands.
C) quitting jobs and surviving on government assistance.
D) investing in the stock market.
E) becoming interested in get-rich-quick information.

Question 61

In Hofstede's dimensions of culture,masculinity versus femininity is the extent to which a culture places a higher value on

A) assertiveness and success over relationships and quality of life.
B) structured rather than unstructured situations.
C) sorting out information rather than collecting information.
D) giving things away to others rather than purchasing and collecting.
E) the individuals rather than the group.

Question 62

Tipping in restaurants is less likely to occur in countries where

A) masculine values are dominant.
B) collectivism is high.
C) power distance is low.
D) power distance is high.
E) uncertainty avoidance is high.

Question 63

The popularity of hybrid cars could be thought of as an increase in the value of

A) symbolism.
B) hedonism.
C) the environment.
D) speed.
E) self-aggrandizement.

Question 64

Technological changes have been so rapid that there is now a renewed emphasis on

A) empathy.
B) simplicity.
C) hedonism.
D) money.
E) youth.

Question 65

The four main value dimensions identified by Geert Hofstede along which cultures can vary include all of the following except

A) individualism versus collectivism.
B) uncertainty avoidance.
C) masculinity versus femininity.
D) materialism.
E) power distance.

Question 66

According to the theory of ____,we prefer things that are moderately arousing to things that are either too arousing or not arousing at all.

A) arousal levels
B) affective levels
C) the emotional inverted U
D) optimal stimulation level
E) the nodal framework

Question 67

All of the following are examples of changes in values in the United States except

A) a move toward casualness in living.
B) a more liberal sexual attitude.
C) the graying of the baby boomers.
D) a greater sophistication in behavior.
E) a change in sex roles.

Question 68

Humorous ad themes are more likely to focus on groups

A) in societies where power distance is low.
B) when uncertainty avoidance is high.
C) when uncertainty avoidance is low.
D) in collectivist societies.
E) in masculine societies.

Question 69

In Hofstede's categorization,uncertainty avoidance is the extent to which a culture prefers

A) values such as assertiveness and success over relationships and quality of life.
B) structured rather than unstructured situations.
C) sorting out information rather than collecting information.
D) giving things away to others rather than purchasing and collecting.
E) the individuals rather than the group.

Question 70

In Hofstede's cultural categorization,the degree to which a society is relatively equal or unequal in terms of status is known as

A) masculinity versus femininity.
B) uncertainty avoidance.
C) power distance.
D) cohesion.
E) individuality versus collectivism.

Question 71

____ is a tendency to be resistant to change or new ideas.

A) Dogmatism
B) Need for cognition
C) Need for affect
D) Pragmatism
E) Internal consistency

Question 72

Consumers who value ____ are more likely to buy gifts,send cards,and make long-distance phone calls.

A) aggressiveness
B) hedonism
C) relationships
D) accomplishments
E) freedom

Question 73

Lifestyles are represented by a consumer's

A) character.
B) personality.
C) SES.
D) CIS.
E) AIOs.

Question 74

In Hofstede's categorization,individuality versus collectivism refers to the degree to which a culture focuses on

A) values such as assertiveness and success over relationships or quality of life.
B) structured rather than unstructured situations.
C) sorting out information rather than collecting information.
D) giving things away to others rather than purchasing or collecting.
E) the individual rather than the group.

Question 75

____ is a trait that describes how much people like to think.

A) Dogmatism
B) Need for cognition
C) Need for affect
D) Pragmatism
E) Internal consistency

Question 76

A key concept of the phenomenological approach is ____,or people's interpretations of why specific things happen.

A) timing
B) the cognitive pathway
C) the locus of control
D) the nodal framework
E) the schematic grid

Question 77

Using the means-end chain analysis,marketers can work backwards to discover the ____ that drive(s)consumer decisions.

A) features
B) associations
C) reference group
D) possessions
E) values

Question 78

Marketers can identify groups of consumers who have a common set of values that are different from those in other groups,a process called

A) group targeting.
B) belief clarification.
C) reference zoning.
D) value segmentation.
E) belief zoning.

Question 79

Compared to other cultures,Americans have long placed a higher value on ____ as evidenced by the high sales of hair coloring and cosmetic surgery.

A) connectedness
B) social values
C) stability
D) family
E) youth

Question 80

The rapid spread of cell phones,digital cameras,and the Internet is an example of the value placed on

A) technology.
B) hedonism.
C) symbolic consumption.
D) an interactive lifestyle.
E) health.