Deck 12: Self-Concept and Lifestyle

Question 1

Which global elite luxury segment loves prestige brands?

A) Conspicuous Consumers
B) Information Seekers
C) Sensation Seekers
D) Utilitarian Consumers
E) Blue Bloods

Answer 1

A
Explanation: Conspicuous Consumers value the status that luxury brands give them.

Question 2

Which type of self-concept emphasizes family, cultural, professional, and social relationships?

A) group self-concept
B) individual self-concept
C) interdependent self-concept
D) independent self-concept
E) connected self-concept

Answer 2

C
Explanation: Individuals with an interdependent self-concept tend to be obedient sociocentric, holistic, connected, and relation oriented.

Question 3

Self-concepts have been categorized into two types, which are _____.

A) primary and secondary
B) manifest and latent
C) independent and interdependent
D) yin and yang
E) direct and indirect

Answer 3

C
Explanation: Independent and interdependent are also referred to as one's separateness and connectedness.

Question 4

Individuals with independent self-concepts tend to be _____.

A) autonomous
B) holistic
C) connected
D) obedient
E) all of the above

Question 5

A new study suggests there is a cross-cultural group with similar values and consumption patterns based on luxury known as the global elite. What are the segments?

A) Conspicuous Consumers
B) Information Seekers
C) Sensation Seekers
D) A and B
E) all of the above

Question 6

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 _____.

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) real self-concept

Question 7

The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____.

A) self-concept
B) lifestyle
C) self-profile
D) personal space
E) ideal-self

Question 8

One of the major distinctions of self-concept is between _____ and _____, which is also related to an important value dimension in the United States and abroad.

A) private self-concept; public self-concept
B) personal self-concept; interpersonal self-concept
C) actual self-concept; ideal self-concept
D) independent self-concept; interdependent self-concept
E) present self-concept; future self-concept

Question 9

Which dimension of self-concept refers to the individual's perception of who I would like to be?

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) future self-concept

Question 10

Jennifer sees herself as a loving, caring mother and wife. She also sees herself as an accomplished professional. Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family. This totality of Jennifer's thoughts and feelings about herself is known as her _____.

A) inner peace
B) inner self
C) self-concept
D) personal identity
E) self-identity

Question 11

Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires?

A) primary self-concept
B) individual self-concept
C) interdependent self-concept
D) independent self-concept
E) connected self-concept

Question 12

Which of the following is considered an outward expression of one's self-concept?

A) demographics
B) geographics
C) lifestyle
D) attitudes
E) aspirations

Question 13

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

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) present self-concept

Question 14

Renee sat down and did some serious soul searching. She wanted to understand her perception of her self-concept of who she is now. Renee is searching for her _____.

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) present self-concept

Question 15

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

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) present self-concept

Question 16

Which of the following is a dimension of a consumer's self-concept?

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) all of the above

Question 17

Amber tends to be individualistic and prefers to do things her own way. She lives on her own and decides for herself what she wants to do or how to do things. Which type of self-concept describes Amber?

A) primary self-concept
B) individual self-concept
C) interdependent self-concept
D) independent self-concept
E) connected self-concept

Question 18

Which dimension of self-concept refers to the individual's perception of who I am now?

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) present self-concept

Question 19

Charles was examining his perception of himself as whom he would like to be. Charles is examining his _____.

A) actual self-concept
B) ideal self-concept
C) private self-concept
D) social self-concept
E) present self-concept

Question 20

Michelle has been told she has an eye for fashion. She is not afraid to wear brightly colored clothes with strong patterns. She doesn't need to read Vogue to know what looks good on her. Michelle belongs to the global elite ______ segment of luxury consumers.

A) Conspicuous Consumers
B) Information Seekers
C) Sensation Seekers
D) Fashionista
E) Nouveaux Riches

Question 21

An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____.

A) peak experience
B) defining moment
C) ultimate experience
D) ideal experience
E) intense experience

Question 22

Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented?

A) group self-concept
B) individual self-concept
C) interdependent self-concept
D) independent self-concept
E) connected self-concept

Question 23

What is the most common measurement approach to measuring self-concept?

A) semantic differential
B) Likert items
C) 100-point constant-sum scale
D) nominal variables
E) open-ended questions

Question 24

The extended self consists of the self plus _____.

A) all others
B) family members
C) friends
D) possessions
E) the ideal self

Question 25

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

A) 98
B) 10
C) 50
D) 25
E) 30

Question 26

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?

A) independents
B) interdependents
C) self-monitors
D) idealists
E) doers

Question 27

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) _____.

A) independent
B) thinker
C) high self-monitor
D) low self-monitor
E) conspicuous consumer

Question 28

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) _____.

A) independent
B) thinker
C) high self-monitor
D) low self-monitor
E) conspicuous consumer

Question 29

Consumers who do not place heavy weight on the opinions and feelings of others are called _____.

A) independents
B) interdependents
C) high self-monitors
D) low self-monitors
E) conspicuous consumers

Question 30

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?

A) independents
B) interdependents
C) self-monitors
D) idealists
E) doers

Question 31

Which of the following statements is FALSE regarding self-concept and culture?

A) The self-concept is important in all cultures.
B) Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.
C) An independent construal of the self is based on the predominant Western cultural belief that individuals are inherently separate.
D) An interdependent construal of the self is based on the common Asian cultural belief in the fundamental connectedness of human beings.
E) All of the above are true.

Question 32

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 _____.

A) self-concept
B) extended self
C) past self
D) ideal self
E) personal self

Question 33

For which type of product is self-image congruity likely to matter more?

A) vacuum
B) laundry detergent
C) perfume
D) paper towel
E) lawn mower

Question 34

Barbara derives the meaning of herself from her relationships with her family. She has never sought a career of her own, and she is most happy when she is "taking care of someone." If her grandchildren do not like what is prepared for dinner, she will make them something else. Which type of self-concept does Barbara have?

A) role-based self-concept
B) individual self-concept
C) interdependent self-concept
D) independent self-concept
E) connected self-concept

Question 35

A market researcher asked Adam to place an "X" on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives. This is the most common approach to measuring self-concept and is known as _____.

A) semantic differentials
B) Likert items
C) a 100-point constant-sum scale
D) nominal variables
E) open-ended questions

Question 36

_____ is how a person lives.

A) Personality
B) Self-concept
C) Lifestyle
D) Subculture
E) Consumption

Question 37

The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____.

A) personal bias effect
B) personal relevance effect
C) mere ownership effect
D) possessive effect
E) mere exposure effect

Question 38

Consumers who place heavy weight on the opinions and feelings of others are called _____.

A) independents
B) interdependents
C) high self-monitors
D) low self-monitors
E) conspicuous consumers

Question 39

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

A) individual factors
B) product factors
C) situational factors
D) A and B
E) A, B, and C

Question 40

The extent to which an individual includes important brands as part of his or her self-concept is known as(the) _____.

A) acquisition effect
B) brand engagement
C) materialistic effect
D) endowment effect
E) evaluation effect

Question 41

Which segment of Experian online shoppers is driven by the desire for new technology as a means for improving all aspects of life?

A) Minimalists
B) Wizards
C) Journeymen
D) Apprentices
E) Novices

Question 42

Which of the following is NOT a primary motivation on which the VALS typology is based?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) All of the above are primary motivations in the VALS typology.

Question 43

In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) focused motivation

Question 44

Carmen was participating in a psychographic study, and several questions pertained to activities and interests. Questions regarding this aspect of lifestyle include which of the following?

A) evaluative statements about other people, places, ideas, products, and so forth
B) widely held beliefs about what is acceptable or desirable
C) nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church
D) age, education, income, occupation, family structure, ethnic background, gender, and geographic location
E) specific media the consumers utilize

Question 45

Which technology segment is characterized by the statement "technology is life"? These folks are enthusiastic and adventurous users of new technology.

A) Wizards
B) Journeymen
C) Apprentices
D) Novices
E) Enthusiasts

Question 46

Janice is a 48-year-old married woman who uses technology as a major source of information and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do more if she could afford it. To which technology segment does Janice belong?

A) Novices
B) Gatherers
C) Apprentices
D) Enthusiasts
E) Journeymen

Question 47

What are the two dimensions of the VALS typology of consumers?

A) age and gender
B) age and stage of family life cycle
C) stage of family life cycle and resources
D) primary motivation and resources
E) primary motivation and age

Question 48

Rod purchased a Porsche to satisfy himself, not to impress others. He sees this car as a reward for his hard work. To which segment of Porsche owners does Rod belong?

A) Top Guns
B) Elitists
C) Proud Patrons
D) Bon Vivants
E) Fantasists

Question 49

Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have managed to teach her how to e-mail them at college, but she doesn't want to do more. To which technology segment does Sarah belong?

A) Wizards
B) Journeymen
C) Apprentices
D) Novices
E) Mouse Potatoes

Question 50

Which of the following is one of Experian's technology profiles based on an extensive analysis of attitudes, lifestyle, and adoption and usage patterns related to technology?

A) Wizards
B) Journeymen
C) Apprentices
D) Novices
E) all of the above

Question 51

Consumers in which technology segment are young and established, knowledgeable and confident in their use of new technology, and just a notch down from Wizards in their enthusiasm for technology?

A) Seekers
B) Techno-Strivers
C) Journeymen
D) Apprentices
E) Media Junkies

Question 52

With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed?

A) Top Guns
B) Elitists
C) Proud Patrons
D) Bon Vivants
E) Fantasists

Question 53

Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) focused motivation

Question 54

Which of the following is a lifestyle segment of Porsche owners?

A) Enthusiasts
B) Fast Forwards
C) Traditionalists
D) Bon Vivants
E) all of the above

Question 55

Pamela is a consumer who is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval. She tends to purchase products based on functionality and reliability. Which primary motive is guiding Pamela's behavior?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) focused motivation

Question 56

Which of the following is NOT one of Experian's technology profiles?

A) Wizards
B) Journeymen
C) Apprentices
D) Enthusiasts
E) Novices

Question 57

Bob is a consumer who strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. He drives an expensive automobile and only buys brands of clothing that are considered "status symbols." Which primary motivation is driving Bob's behavior?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) focused motivation

Question 58

Which consumer technology segment is mature, is retired, has a low household income, and is confused by technology?

A) Journeymen
B) Gatherers
C) Apprentices
D) Novices
E) Traditionalists

Question 59

Attempts to develop quantitative measures of lifestyle were initially referred to as _____, which is a term that is frequently used interchangeably with lifestyle.

A) demographics
B) lifeographics
C) household life cycle
D) psychographics
E) personality

Question 60

Which of the following is typically included in a psychographic or lifestyle study?

A) attitudes
B) values
C) activities and interests
D) demographics
E) all of the above

Question 61

Jonathon is a career-oriented person. He values predictability over change. Premium products are important to him to show friends he is successful. To which VALS segment does Jonathon belong?

A) Achievers
B) Makers
C) Believers
D) Experiencers
E) Innovators

Question 62

Which of the following is a VALS segment of consumers?

A) Traditionalists
B) Minimalists
C) Blue Blood Estates
D) Believers
E) Enthusiasts

Question 63

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?

A) Achievers
B) Makers
C) Innovators
D) Thinkers
E) Experiencers

Question 64

What is the premise underlying geodemographic analyses?

A) Age is the primary factor influencing lifestyle.
B) Lifestyle, and thus consumption, is largely driven by demographic factors.
C) Lifestyle, and thus consumption, is largely driven by education.
D) Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed.
E) Lifestyle, and thus consumption, is based on primary motivations and resources.

Question 65

Marty is an action-oriented consumer, and he strives to express his individuality through his choices. He purchases products and services for the experience they can provide him rather than what they might say about him to others. Which primary motivation is guiding Marty's behavior?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) focused motivation

Question 66

Which PRIZM segment consists of consumers who are evolving into older "empty-nester" couples as their children grow up and leave home; live in older, stable neighborhoods with pools and patios in their backyard; and are white-collar professionals?

A) Urban Achievers
B) Blue Blood Estates
C) Bohemian Mix
D) Pools & Patios
E) Town & Rural

Question 67

Which VALS segment of consumers comprises successful, sophisticated, active, take-charge people with high self-esteem and abundant resources who are driven by a mix of motivations?

A) Achievers
B) Makers
C) Innovators
D) Thinkers
E) Experiencers

Question 68

Action-oriented consumers who strive to express their individuality through their choices and purchase experiences are driven by which primary motivation?

A) ideals motivation
B) achievement motivation
C) self-expression motivation
D) realist motivation
E) focused motivation

Question 69

Carl is middle age and single. He has a high school education and works at a hotel as a desk clerk. He lives in a tiny apartment. Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him. To which PRIZM group does Carl belong?

A) Young Digerati
B) Bohemian Mix
C) Young & Rustic
D) Big Fish, Small Pond
E) Minimalists

Question 70

How many PRIZM segments are there?

A) 8
B) 10
C) 38
D) 54
E) 66

Question 71

Which of the following is a major PRIZM life stage group?

A) Urban
B) Town & Rural
C) Second City
D) Strivers
E) Family Life

Question 72

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?

A) Experiencers
B) Strivers
C) Survivors
D) Makers
E) Believers

Question 73

Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities?

A) Urban
B) Suburban
C) Second City
D) Town & Rural
E) Rural

Question 74

Which VALS segment consists of consumers who are strongly traditional, conservative, and motivated by ideals?

A) Achievers
B) Makers
C) Believers
D) Experiencers
E) Innovators

Question 75

Which VALS segment of consumers is style conscious and trendy, has limited income, and feels life isn't fair?

A) Experiencers
B) Strivers
C) Survivors
D) Makers
E) Believers

Question 76

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

A) Experiencers
B) Strivers
C) Survivors
D) Makers
E) Believers

Question 77

Which of the following PRIZM factors is determined by population density, relates to where people live, and is strongly related to the lifestyles people lead?

A) ethnicity
B) geodemographics
C) urbanicity
D) life stage
E) consensus

Question 78

Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around. He builds cabinets primarily, but he has also done masonry work. His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well. He is unimpressed by material possessions other than those with a practical or functional purpose. To which VALS segment does Leonard belong?

A) Experiencers
B) Strivers
C) Survivors
D) Makers
E) Believers

Question 79

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

A) Experiencers
B) Young & Rustic
C) Young Digerati
D) Altruists
E) Innovators

Question 80

Which of the following is a major PRIZM social group?

A) urban
B) family life
C) mature years
D) younger years
E) all of the above