978-1260100044 Test Bank Chapter 12 Part 2

50. 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

51. Which consumer technology segment is mature, retired, with low household income, and confused by

technology?

A. Journeymen

B. Gatherers

C. Apprentices

D. Novices

E. Traditionalists

52. 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

12-22

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Hard

Gradable: automatic

Learning Objective: 12-03 Explain specific lifestyle typologies and summarize those for luxury sports cars and technology

Topic: General versus Specific Lifestyle Schemes

53. 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

54. Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have managed to teach her

how to email 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

55. 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

56. 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 these choices are primary motivations in the VALS typology.

57. 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

12-24

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 12-04 Explain general lifestyle typologies and summarize those for VALS™ and PRIZM®

Topic: The VALS™ System

58. 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

59. 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

60. 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

61. Action-oriented consumers that 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

62. 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

63. Which of the following is a VALS segment of consumers?

A. Traditionalists

B. Minimalists

C. Blue Blood Estates

D. Believers

E. Enthusiasts

64. Which VALS segment of consumers comprises successful, sophisticated, active, take-charge people with high

self-esteem and abundant resources and are driven by a mix of motivations?

A. Achievers

B. Makers

C. Innovators

D. Thinkers

E. Experiencers

12-27

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 12-04 Explain general lifestyle typologies and summarize those for VALS™ and PRIZM®

Topic: The VALS™ System

65. 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

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

A. Achievers

B. Makers

C. Believers

D. Experiencers

E. Innovators

67. 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

68. 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

69. 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

12-29

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: automatic

Learning Objective: 12-04 Explain general lifestyle typologies and summarize those for VALS™ and PRIZM®

Topic: The VALS™ System

70. 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

71. 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

72. 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.

73. How many PRIZM segments are there?

A. 8

B. 10

C. 38

D. 54

E. 68

74. Which following PRIZM factor is determined by population density, relates to where people live, and is strongly

related to the lifestyles people lead?

A. ethnicity

B. geodemographics

C. urbanization

D. life stage

E. consensus

12-31

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Hard

Gradable: automatic

Learning Objective: 12-04 Explain general lifestyle typologies and summarize those for VALS™ and PRIZM®

Topic: PRIZM Social and Life Stage Groups

75. Which of the following is a major PRIZM social group?

A. urban

B. family life

C. mature years

D. younger years

E. All of these choices are correct.

76. 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