232) An attitude refers to
A) a person’s consistent behaviors or responses to recurring situations.
B) the process by which an individual selects, organizes, and interprets information to create a
meaningful picture of the world.
C) a consumer’s subjective perception of how a product or brand performs on different attributes
based on personal experience, advertising, and discussions with other people.
D) the feelings one has about the preferable modes of conduct that tend to persist over time.
E) a learned predisposition to respond to an object or class of objects in a consistently favorable
or unfavorable way.
233) If you hold a personal value of thriftiness, then you probably will have a favorable
________ toward automobiles with good fuel economy.
A) belief
B) value
C) attitude
D) motivation
E) perception
234) Which of the following statements about attitudes is false?
A) Marketers are primarily concerned with American core values when developing advertising
messages.
B) Attitudes are learned.
C) Attitudes are shaped by one’s values and beliefs.
D) An attitude results in responses that are consistently favorable or unfavorable.
E) Personal values affect attitudes by influencing the importance assigned to specific product
attributes.
235) A consumer’s subjective perception of how a product or brand performs on different
attributes based on personal experience, advertising, and discussions with other people are
referred to as
A) values.
B) attitudes.
C) beliefs.
D) predispositions.
E) opinions.
236) Beliefs refer to
A) a person’s consistent behaviors or responses to recurring situations.
B) a learned predisposition to respond to an object or class of objects in a consistently favorable
or unfavorable way.
C) the process by which an individual selects, organizes, and interprets information to create a
meaningful picture of the world.
D) a consumer’s subjective perception of how a product or brand performs on different attributes.
E) the moral and ethical precepts that guide a person’s behavior.
237) Marketers use three approaches to try to change consumer attitudes toward products and
brands. One of these is
A) reinforcing the consumer’s sense of self-confidence in making wise purchase decisions.
B) actively educating consumers about the product’s competitive advantages.
C) refocusing a consumer’s attention from one attribute to another.
D) changing beliefs about the extent to which a brand has certain attributes.
E) denigrating the attributes of competitors’ products.
238) What attitude change approach did Colgate marketers use to encourage consumers to
purchase its product when it began to include the antibacterial agent triclosan in its product?
A) changing beliefs about the extent to which a brand has certain attributes
B) changing the perceived importance of attributes
C) adding new attributes to the product
D) providing free trials of the new product
E) obtaining a seal of approval to reduce consumers’ risk and encourage purchases
239) Most people already know that Tums, a popular antacid, contains calcium. Today, ads for
Tums stress both the fact that it can be used as a calcium supplement and the health benefits of
calcium. The new promotion involves changing consumers’ attitudes toward Tums by
A) changing beliefs about the extent to which Tums has a specific attribute.
B) changing the perceived importance of a specific attribute.
C) adding a new attribute.
D) reducing the perceived risk.
E) providing stimulus generalization to prospective buyers.
240) Toyota was the first auto manufacturer to introduce a self-parking feature that it called
Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the
Japanese market. Toyota was trying to change consumer attitudes about the vehicle by
A) changing beliefs about the extent to which a brand has a specific attribute.
B) changing the perceived importance of a specific attribute.
C) adding a new attribute.
D) reducing the perceived risk of the product.
E) providing stimulus generalization to prospective buyers.
241) Pepsi-Cola made “freshness” an important product attribute when it stamped freshness dates
on its cans. Prior to doing so, few consumers considered freshness a relevant issue for soft
drinks. Pepsi-Cola tried to change consumers’ attitudes toward its soft drinks by
A) changing beliefs about the extent to which a brand has a specific attribute.
B) changing the perceived importance of a specific attribute.
C) adding a new attribute.
D) reducing perceived risk.
E) providing stimulus generalization.
242) 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
A) culture.
B) psychographics.
C) social class.
D) lifestyle.
E) reference group.
243) Lifestyle refers to
A) the set of behaviors that is a result of spending one’s time and money as one pleases.
B) a mode of living that is defined by one’s personal moral philosophy.
C) the similar values, interests, and behaviors that members of society share.
D) a self-defined identification of belonging to a lower, lower-middle, middle, upper-middle, or
upper class in terms of values, attitudes, and beliefs.
E) 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.
244) The analysis of consumer lifestyles is known as
A) demographics.
B) psychographics.
C) social statistics.
D) physiological needs.
E) sociographics.
245) Which of the following statements about psychographics is most accurate?
A) Psychographics is unable to provide actionable information about potential customers since
the data obtained from the research are too subjective to be reliably interpreted and acted upon.
B) Although helpful in segmenting markets, psychographics is limited in its ability to target
consumers.
C) Psychographics combines demographic data, psychological data, and actual spending data of
consumers to create VALS profiles.
D) Psychographics describes a variety of segmentations such as those based on behaviors,
attitudes, activities, interests, opinions, and social values.
E) Psychographic data are extremely vulnerable to current social trends and therefore are best
suited to new market-product combinations rather than existing ones.
246) The VALS framework
A) is a well-known personality assessment.
B) involves applying cognitive learning theory to segments that have low awareness of a
product.
C) examines the intersection of psychology, demographics, and lifestyles.
D) is a study on the hierarchy of needs.
E) is a form of geodemographic segmentation.
247) The VALS framework segments consumers based on
A) their primary motivation for buying products and their resources.
B) their demographics.
C) their product usage, age, and gender.
D) where they live.
E) their media usage and their demographics.
248) Which of the following statements about the VALS framework is false?
A) Consumers are inspired by one of three primary motivations—ideals, achievement, and self-
expression—that give meaning to their self or the world and govern their activities.
B) Consumers are motivated to buy products and services and seek experiences that give shape,
substance, and satisfaction to their lives.
C) The VALS framework seeks to explain why and how consumers make purchase decisions.
D) The VALS framework identifies eight consumer segments.
E) A consumer’s gender and age have a direct effect on placement within a VALS consumer
segment.
249) In the VALS framework, a person’s resources include all of the following except which?
A) self-confidence
B) curiosity
C) motivation
D) information seeking
E) risk-taking
250) VALS groups of consumers motivated by ________ are those who are guided by
knowledge and principle.
A) ideals
B) achievement
C) self-expression
D) rewards
E) success
251) In the VALS framework, consumers motivated by ideals are guided by knowledge and
principles. One segment of the two ideals-motivated groups, known as ________, have higher
resources and use “ought” and “should” benchmarks for social conduct.
A) Makers
B) Believers
C) Thinkers
D) Survivors
E) Achievers
252) In the VALS framework, consumers motivated by ideals are guided by knowledge and
principles. One segment of the two Ideals-motivated groups, known as ________, have fewer
resources and are not looking to change society. They believe in right/wrong for a good life.
A) Experiencers
B) Believers
C) Makers
D) Achievers
E) Thinkers
253) VALS groups of consumers motivated by ________ are those who look for products and
services that demonstrate success to their peers or to a peer group they aspire to.
A) ideals
B) achievement
C) self-expression
D) rewards
E) confidence
254) In the VALS framework, consumers motivated by achievement look for products and
services that demonstrate success to their peers or to a peer group they aspire to. One segment of
the two achievement-motivated groups, known as ________, have high resources and a me-first,
my family-first attitude. They are anchors of the status quo.
A) Experiencers
B) Believers
C) Makers
D) Achievers
E) Thinkers
255) In the VALS framework, consumers motivated by achievement look for products and
services that demonstrate success to their peers or to a peer group they aspire to. A segment of
the achievement-motivated groups, known as ________, have low resources and live in the
moment. Although they would like to better their lives, they have difficulty doing so.
A) Strivers
B) Experiencers
C) Believers
D) Makers
E) Survivors
256) In the VALS framework, achievement-motivated consumers who have lower levels of
education and household income than Achievers are called
A) Believers.
B) Experiencers.
C) Strivers.
D) Makers.
E) Survivors.
257) VALS groups of consumers who are motivated by ________ are those who want to make
an impact on their world.
A) ideals
B) rewards
C) achievement
D) self-expression
E) success
258) In the VALS framework, consumers motivated by self-expression desire social or physical
activity, variety, and risk. One segment of the two self-expression-motivated groups, known as
________, have high resources and are social and spontaneous. They are first in, first out of
trend adoption.
A) Experiencers
B) Believers
C) Makers
D) Achievers
E) Thinkers
259) In the VALS framework, consumers motivated by self-expression desire social or physical
activity, variety, and risk. One segment of the two self-expression-motivated groups, known as
________, have low resources and protect what they think they own. They may appear to be
anti-intellectual.
A) Strivers
B) Experiencers
C) Believers
D) Makers
E) Survivors
260) In the VALS framework, two segments stand apart based on their abundance or lack of
psychological, physical, and material
A) ideals.
B) rewards.
C) self-expression.
D) achievement.
E) resources.
261) In the VALS framework, the segment with the most abundant resources, known as
________, are future oriented. They are confident enough to experiment—to try, fail, and try
again.
A) Experiencers
B) Innovators
C) Makers
D) Achievers
E) Strivers
262) In the VALS framework, consumers can have abundant or minimal psychological, physical,
and material resources. One segment with minimal resources, known as ________, are the quiet
rank and file focused on meeting basic needs. They are analog not digital.
A) Thinkers
B) Innovators
C) Makers
D) Survivors
E) Strivers
263) Two VALS segments stand apart. One segment represents the group with the highest
resources and innovation and the other segment represents the group with the lowest resources
and innovation. These two groups are the ________ and the ________.
A) Thinkers; Believers
B) Strivers; Survivors
C) Achievers; Strivers
D) Innovators; Survivors
E) Experiencers; Makers
264) In the VALS framework, each consumer segment exhibits unique media preferences.
Which segment would be the most likely to visit Facebook?
A) Experiencers
B) Believers
C) Thinkers
D) Survivors
E) Makers
265) In the VALS framework, each consumer segment exhibits unique media preferences.
Which segment would be the most likely to read national newspapers?
A) Experiencers
B) Innovators
C) Believers
D) Strivers
E) Makers
266) In the VALS framework, each consumer segment exhibits unique media preferences.
Which segment is most likely to view outdoor advertising?
A) Strivers
B) Experiencers
C) Believers
D) Survivors
E) Makers
267) A consumer’s purchases are often influenced by the views, opinions, or behavior of others.
Two important aspects of personal influence to marketing are
A) lifestyle and motivation.
B) personality and lifestyle.
C) opinion leadership and word-of-mouth activity.
D) word-of-mouth activity and psychographics.
E) psychographics and demographics.
268) A consumer’s purchases are often influenced by the views, opinions, or behaviors of others.
Which of the following is an aspect of this personal influence?
A) parental guidance
B) peer pressure
C) opinion leadership
D) government regulation
E) psychographics
269) Individuals who exert direct or indirect social influence over others are referred to as
A) decision makers.
B) achievers.
C) innovators.
D) buzz managers.
E) opinion leaders.
270) An opinion leader is an individual
A) within an organization who influences decision making.
B) who is able to use moral persuasion to get others to comply with the latest trends.
C) in an organization who encourages other paid individuals to forward marketer-initiated
messages to others via e-mail, social networking, websites, and blogs.
D) who exerts direct or indirect social influence over others.
E) who is able and willing to cut red tape and move an organization’s marketing program
forward.
271) A study by Popular Mechanics magazine identified 18 million ________ who influence the
purchases of some 85 million consumers for do-it-yourself products.
A) lifestyle makers
B) aspirational people
C) autonomous leaders
D) opinion leaders
E) joint decision makers