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Chapter 14—Psychographics: Values, Personality, and Lifestyles
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Page 1
1. Traditionally, psychographics did not measure consumer lifestyles.
a.
True
b.
False
ANSWER:
False
2. Parents who consider themselves environmentalists but still buy ecologically unfriendly disposable diapers may
experience value conflict.
a.
True
b.
False
ANSWER:
True
3. Symbolic items such as a mother's wedding gown, family mementos, and photos are important to those high in
materialism.
a.
True
b.
False
ANSWER:
False
4. Allocentric consumers are those who prefer interdependence and social relationships.
a.
True
b.
False
ANSWER:
True
5. Dan is interested in mountain climbing and other adventures. He would be considered an idiocentric consumer.
a.
True
b.
False
ANSWER:
True
6. Dogmatism is the principle of pleasure seeking.
a.
True
b.
False
ANSWER:
False
7. Consumers who are increasingly operating on the principle of hedonism avoid luxury cars, good-tasting foods and
beverages, digital innovations, and exciting vacations.
a.
True
b.
False
ANSWER:
False
8. Compared with other cultures, the United States has long placed a low value on youth.
a.
True
b.
False
ANSWER:
False
9. John discusses the benefits of exercising and eating a healthy diet, yet he is about 100 pounds overweight and eats junk
food constantly. This is an example of how values and behavior differ.
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a.
True
b.
False
ANSWER:
True
10. According to psychologist Carl Jung, introverts are outgoing, sociable, and typically conventional.
a.
True
b.
False
ANSWER:
False
11. Donovan bought a new car and crashed it into a tree. After having it repaired, the car is not as functional as it used to
be. He blames the brand for its poor manufacturing ability. This is an example of Donovan's internal locus of control.
a.
True
b.
False
ANSWER:
False
12. Rhonda does not think automatic dishwashers are as effective as washing dishes by hand. Although her friends have
dishwashers and are happy with the performance, she refuses to consider washing dishes any other way. In consumer
behavior, Rhonda displays dogmatism.
a.
True
b.
False
ANSWER:
True
13. Consumers who pursue a unique position and experiences through the purchase, use, and disposition of goods and
services display a need for uniqueness.
a.
True
b.
False
ANSWER:
True
14. Consumers who are low on frugality switch to lower-priced, private-label brands; postpone nonessential purchases;
and limit their use of credit.
a.
True
b.
False
ANSWER:
False
15. Compared to low self-monitors, high self-monitors are generally more responsive to ads that make a quality claim and
are more willing to try these products and pay extra for them.
a.
True
b.
False
ANSWER:
False
16. A national character represents only very broad generalizations about a particular country.
a.
True
b.
False
ANSWER:
True
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Page 3
17. The personality trait of competitiveness has been associated with the desire to outdo others through conspicuous
consumption of material items such as the newest electronic gadgets.
a.
True
b.
False
ANSWER:
True
18. Voluntary simplicity means consciously limiting acquisition and consumption for a less materialistic, more eco-
friendly lifestyle.
a.
True
b.
False
ANSWER:
True
19. Voluntary simplicity is the same as frugality.
a.
True
b.
False
ANSWER:
False
20. VALS, formerly known as Values and Lifestyles, is a psychographic tool used to create consumer segments based on
consumers' resources and primary motivation.
a.
True
b.
False
ANSWER:
True
21. According to VALS consumer segments, thinkers have the lowest incomes and focus on meeting basic day-to-day
needs.
a.
True
b.
False
ANSWER:
False
22. According to consumer segments identified by VALS, formerly known as Values and Lifestyles, strivers have the
highest discretionary income, value self-sufficiency, and family.
a.
True
b.
False
ANSWER:
False
23. Misaki Inc., an electronic goods manufacturer, has a research department that collects details about its customers and
classifies them according to their values, personality, and lifestyles. This helps the department to develop marketing
strategies to suit the preferences of the firm's customers. In this scenario, the research department at Misaki Inc. focuses
on its customers' _____.
a.
gender
b.
psychographics
c.
religion
d.
age
e.
ethnicity
ANSWER:
b
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Page 4
24. _____ are enduring beliefs about abstract outcomes and behaviors that are good or bad.
a.
Offerings
b.
Values
c.
Symbols
d.
Evoked sets
e.
Marketing stimuli
ANSWER:
b
25. Which of the following statements is true of values?
a.
They are among the last things that children learn.
b.
They are so ingrained that people are often not conscious of them.
c.
People within the same group do not hold same values and value systems.
d.
Instrumental values are highly desired end states.
e.
Most abstract level of values are domain-specific values.
ANSWER:
b
26. Which of the following best defines acculturation?
a.
It is the process of analyzing the merits and demerits of an individual's culture.
b.
It is the process by which individuals forget the values and behaviors of their native culture.
c.
It is the process of using domain-specific values rather than global values in a culture.
d.
It is the process by which individuals learn the values and behaviors of a new culture.
e.
It is the process of avoiding the values of a new culture that are inconsistent with an individual's native culture.
ANSWER:
d
27. Through student transfer program, Clarke is transferred to a university in Lumeria. Clarke quickly learns the culture of
the new country and adapts to it. In this case, Clarke experiences _____.
a.
acculturation
b.
habituation
c.
preattentive processing
d.
subliminal perception
e.
selective perception
ANSWER:
a
28. In the process of acculturation, consumers are more likely to adopt the values of a new culture:
a.
when people in the new culture do not express pride in the values that they hold.
b.
if they view that culture as attractive and as having values similar to their own.
c.
if they view that culture as having minimal values.
d.
when people in the new culture are not cohesive.
e.
when people in the new culture do not give nonverbal and verbal signals about their values.
ANSWER:
b
29. Which of the following is a terminal value in the prosocial category?
a.
Equality
b.
Dogmatism
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c.
Frugality
d.
Hedonism
e.
Materialism
ANSWER:
a
30. Which of the following statements best defines instrumental values?
a.
They include values such as religion, family, or consumption.
b.
They include values such as equality and salvation.
c.
They are values that may only apply to a particular area of activities.
d.
They are highly desired end states such as social recognition and pleasure.
e.
They are the values needed to achieve the desired end states.
ANSWER:
e
31. In the context of domain-specific values, which of the following statements is true of materialism?
a.
Happiness associated with acquired possessions lingers longer than positive feelings associated with
experiences.
b.
In a materialistic society, consumers will be receptive to marketing tactics that facilitate the acquisition of
goods.
c.
Materialism is a terminal value.
d.
Materialistic people tend to value symbolic items.
e.
There is some evidence that materialists do not spend more than they can afford.
ANSWER:
b
32. Idiocentric consumers tend to put more emphasis on _____ than allocentric consumers.
a.
food preparation
b.
individual freedom
c.
interdependence
d.
social relationships
e.
health consciousness
ANSWER:
b
33. When consumers operate on the principle of _____, they desire products and services that simply make them feel
good.
a.
hedonism
b.
dogmatism
c.
symbolism
d.
materialism
e.
functionalism
ANSWER:
a
34. FlyBeyond Airlines offers its flyers abundant legroom, gourmet meals, and a large selection of videos on individual
screens. In this scenario, FlyBeyond Airlines appeals to _____ of its customers.
a.
symbolism
b.
hedonism
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c.
ambivalence
d.
utilitarianism
e.
internal locus of control
ANSWER:
b
35. In the context of values that characterize Western cultures, people who value the original article or a faithful
reproduction focus on _____.
a.
technology
b.
youth
c.
authenticity
d.
social class
e.
individualism
ANSWER:
c
36. According to Geert Hofstede's study, _____ is the extent to which a culture prefers structured to unstructured
situations.
a.
value conflict
b.
power distance
c.
masculinity
d.
uncertainty avoidance
e.
individualism
ANSWER:
d
37. Which of the following is a feminine value as defined by Geert Hofstede?
a.
Assertiveness
b.
Success
c.
Competition
d.
Everyday consumption
e.
Quality of life
ANSWER:
e
38. According to Geert Hofstede's study, _____ is the degree to which a society's members are equal in terms of status.
a.
value conflict
b.
power distance
c.
masculinity
d.
uncertainty avoidance
e.
individualism
ANSWER:
b
39. Value segmentation refers to:
a.
the grouping of feminine values rather than masculine values.
b.
the grouping of consumers' reactions.
c.
the grouping of terminal values.
d.
the grouping of consumers by common values.
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e.
the grouping of values that link to attributes in products and services.
ANSWER:
d
40. Managers at Sephra Inc., a reputed garment manufacturer, notice that the firm's customers can be grouped according
to their purchase decisions. These groups focus on a product's style, price, and durability of the products, respectively. In
this case, managers at Sephra Inc. identify the customer groups through _____.
a.
direct comparative advertising
b.
acculturation
c.
value segmentation
d.
indirect comparative advertising
e.
demographic segmentation
ANSWER:
c
41. Which of the following statements is true of measuring values?
a.
Marketers directly assess values by using the means-end chain analysis.
b.
Consumers' response to a values questionnaire is the most accurate way of measuring values.
c.
The least obtrusive way to measure values is to make inferences based on a culture's milieu.
d.
Values are often easy to measure.
e.
Advertising is the least effective indicator of values.
ANSWER:
c
42. Value laddering refers to:
a.
using the List of Values.
b.
inferring values just by looking at product names.
c.
using a questionnaire to measure consumers' instrumental and terminal values.
d.
grouping of consumers by common values.
e.
determining the root values related to product attributes that are important to consumers.
ANSWER:
e
43. Joanne is a marketing manager at Calin Corp., a ready-to-eat food products manufacturer. During her interaction with
the firm's regular customers, she came to know that they like Calin Corp.'s single serving size meals. When she probed
why they liked the single serving size packs, they replied the packs come in separate boiling bags. They are of ideal
quantity leaving no room for waste. In this case, Joanne is involved in:
a.
altering customers' locus of control.
b.
value laddering.
c.
value segmentation.
d.
analyzing customers' demographics.
e.
encouraging a value conflict.
ANSWER:
b
44. Which of the following statements is true of the means-end chain analysis?
a.
Marketers who use the means-end chain avoid segmenting global markets.
b.
Marketers directly assess values by using the means-end chain analysis.
c.
It helps marketers identify important values and the attributes associated with them.
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d.
It uses the List of Values to measure nine principal values driving consumer behavior.
e.
It uses a standardized questionnaire, and everyone responds to the same set of items.
ANSWER:
c
45. Which of the following statements is true of assessing values through questionnaires?
a.
In the List of Values, consumers are asked about the importance that they attach to the 19 instrumental values
and 18 terminal values.
b.
Marketers can directly assess values by using questionnaires.
c.
The Rokeach Value Survey contains questions that are tailored according to each consumer.
d.
The material values scale cover a range of values.
e.
Value laddering is a questionnaire that asks consumers to identify the two most important or to rank all nine
primary values by importance.
ANSWER:
b
46. In the List of Values, which of the following primary values is an external value?
a.
Self-respect
b.
Fun in life
c.
Warm relationships with others
d.
Sense of accomplishment
e.
Being well respected
ANSWER:
e
47. According to _____, personality arises from a set of dynamic, unconscious internal struggles within the mind.
a.
psychoanalytic theories
b.
trait theories
c.
phenomenological theories
d.
social-psychological theories
e.
behavioral theories
ANSWER:
a
48. According to the psychoanalyst Sigmund Freud, at the _____, the infant is entirely dependent on others for need
satisfaction and receives gratification from sucking, eating, and biting.
a.
internal search stage
b.
oral stage
c.
anal stage
d.
phallic stage
e.
problem recognition stage
ANSWER:
b
49. _____ propose that personality is composed of a set of characteristics that describe and differentiate individuals.
a.
Materialistic people
b.
People with an external locus of control
c.
Trait theorists
d.
Allocentric consumers
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e.
Low self-monitors
ANSWER:
c
50. A key concept of the phenomenological approach is _____, or people's interpretations of why specific things happen,
attributing the cause of events to the self or to others.
a.
acculturation
b.
the Rokeach Value Survey
c.
locus of control
d.
dogmatism
e.
the List of Values
ANSWER:
c
51. David chose a new notebook computer after thorough research. After a few weeks of purchase, he faced several issues
with its performance. So, he felt embarrassed that he could not make a right decision. In this case, it can be inferred that
David possesses a(n) _____.
a.
low optimal stimulation level
b.
internal locus of control
c.
image consistent with high self-monitoring
d.
low need for cognition
e.
high extroversion
ANSWER:
b
52. According to researcher Karen Horney, _____ need power, move against others, and are outgoing, assertive, self-
confident, and tough-minded.
a.
introverts
b.
aggressive individuals
c.
individuals in oral stage
d.
detached individuals
e.
allocentric consumers
ANSWER:
b
53. _____ propose that differences in personality are more a function of how individuals have been rewarded or punished
in the past.
a.
Phenomenological approaches
b.
Psychoanalytic theories
c.
Trait theories
d.
Behavioral approaches
e.
Social-psychological theories
ANSWER:
d
54. According to _____, people prefer things that are moderately arousing to things that are either too arousing or not
arousing at all.
a.
terror management theory
b.
the theory of reasoned action model
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c.
the theory of planned behavior
d.
the theory of optimal stimulation level
e.
Weber's theory
ANSWER:
d
55. _____ is a tendency to be resistant to change or new ideas.
a.
Dogmatism
b.
Locus of control
c.
Hedonism
d.
Pragmatism
e.
Ambivalence
ANSWER:
a
56. In the context of need for uniqueness, creative choice counter-conformity means:
a.
that customers tend to attribute the cause of events to the self or not the self.
b.
losing interest in possessions that become commonplace to avoid the norm and hence reestablish
distinctiveness.
c.
choosing products and brands that do not conform to establish distinctiveness despite possible social
disapproval.
d.
that the consumer's choice reflects social distinctiveness yet is one that others will approve of.
e.
that the consumer reinforces conventional consumption practice in a functional way.
ANSWER:
d
57. _____ is the degree to which consumers take a disciplined approach to short-term acquisitions and are resourceful in
using products and services to achieve longer-term goals.
a.
Dogmatism
b.
Frugality
c.
Hedonism
d.
Ambivalence
e.
Creativity
ANSWER:
b
58. Which of the following statements is true of high self-monitors?
a.
They respond to advertising appeals in a similar way as low self-monitors.
b.
They are generally more responsive than low self-monitors to ads that make a quality claim.
c.
They are guided more by their own preferences and desires than low self-monitors.
d.
They are not as influenced by normative expectations as low self-monitors.
e.
They are more responsive than low self-monitors to image-oriented ads.
ANSWER:
e
59. Lifestyles are represented by a consumer's:
a.
internal characteristics.
b.
end state.
c.
internal states.
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d.
motivation, ability, and opportunity.
e.
activities, interests, and opinions.
ANSWER:
e
60. In the context of lifestyles, which of the following statements is true of voluntary simplicity?
a.
It is a personality trait rather than a lifestyle choice.
b.
It is the same as frugality.
c.
Those who follow this lifestyle will reuse items rather than buying disposable products.
d.
Those who follow this lifestyle want the accumulation of possessions to be the focus of their lives.
e.
Those who follow this lifestyle will buy items rather than borrowing.
ANSWER:
c
61. According to VALS, formerly known as Values and Lifestyles, _____ have the lowest incomes.
a.
makers
b.
innovators
c.
thinkers
d.
survivors
e.
strivers
ANSWER:
d
62. According to VALS, formerly known as Values and Lifestyles, _____ belong to achievement-oriented segments.
a.
believers
b.
experiencers
c.
thinkers
d.
survivors
e.
strivers
ANSWER:
e
63. According to VALS, formerly known as Values and Lifestyles, makers:
a.
are not interested in automotive products and accessories.
b.
have a high level of skepticism toward advertising.
c.
value self-sufficiency.
d.
have the greatest resource base.
e.
do not have a high desire to own land.
ANSWER:
c
64. According to VALS, formerly known as Values and Lifestyles, _____ like being the first to participate in a trend and
the first to leave it behind, seek out stimulation, and are highly sociable.
a.
believers
b.
experiencers
c.
thinkers
d.
strivers
e.
survivors
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ANSWER:
b
65. According to Futures Company's MONITOR MindBase, consumers in "I am at capacity" segment:
a.
value creative and hedonic offerings.
b.
are extremely busy.
c.
do not value convenience, control, and simplification.
d.
do not value time.
e.
see themselves as trendsetters.
ANSWER:
b
66. Explain psychographics.
ANSWER:
Responses will vary.
67. Describe values and how they constitute a value system.
ANSWER:
Responses will vary.
68. Explain terminal and instrumental values.
ANSWER:
Responses will vary.
69. Discuss how materialism characterizes Western cultures.
ANSWER:
Responses will vary.
70. Explain how placing a high value on the home influences consumption behavior.
ANSWER:
Responses will vary.
71. Discuss the values of work and play shared by the U.S. consumers.
ANSWER:
Responses will vary.
72. The value placed on health has been increasing in the United States. Describe the effects of placing high value on
health by the U.S. consumers on marketing efforts.
ANSWER:
Responses will vary.
73. Explain how hedonism characterizes consumption in Western societies.
ANSWER:
Responses will vary.
74. Discuss how culture, ethnicity, social class, and age influence values.
ANSWER:
Responses will vary.
75. Identify the four main value dimensions in Geert Hofstede's study along which cultures can vary.
ANSWER:
Responses will vary.
76. Discuss how consumer values affect new product development.
ANSWER:
Responses will vary.
77. Compare and contrast the Rokeach Value Survey and the List of Values.
ANSWER:
Responses will vary.
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78. Explain the concept of personality.
ANSWER:
Responses will vary.
79. Explain psychoanalytic approaches to personality.
ANSWER:
Responses will vary.
80. Discuss the characteristics of people with internal and external locus of control.
ANSWER:
Responses will vary.
81. Discuss how personality characteristics affect consumer behavior.
ANSWER:
Responses will vary.
82. Explain the characteristics of consumers who are high in need for cognition.
ANSWER:
Responses will vary.
83. Discuss how VALS segmentation can be used by marketers.
ANSWER:
Responses will vary.
84. Discuss the characteristics of the eight consumer segments identified by VALS framework, formerly known as Values
and Lifestyles.
ANSWER:
Responses will vary.
85. Explain the psychographic segmentation system of Futures Company's MONITOR MindBase.
ANSWER:
Responses will vary.
