Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
54.
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?
55.
What are the two dimensions of the VALS typology of consumers?
56.
Which of the following is NOT a primary motivation on which the VALS typology is based?
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?
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?
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?
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?
61.
Action-oriented consumers who strive to express their individuality through their choices and
purchase experiences are driven by which primary 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?
63.
Which of the following is a VALS segment of consumers?
64.
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?
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?
66.
Which VALS segment consists of consumers who are strongly traditional, conservative, and
motivated by ideals?
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?
68.
Which VALS segment of consumers is style conscious and trendy, has limited income, and
feels life isn't fair?
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?
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?
71.
Which VALS segment of consumers leads the most constricted lives, living simply on limited
incomes with a focus on safety and security?
72.
What is the premise underlying geodemographic analyses?
73.
How many PRIZM segments are there?
74.
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?
75.
Which of the following is a major PRIZM social group?
76.
Which PRIZM social group is characterized by smaller, less densely populated cities or
satellites to major cities?
77.
Which of the following is a major PRIZM life stage group?
78.
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?
79.
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?
80.
Which of the following is a global lifestyle segment identified by Roper Starch Worldwide?
81.
Which of the following is NOT a global lifestyle segment identified by Roper Starch
Worldwide?
82.
Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders?
83.
Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement.
They are heavy users of electronic media; are fashion conscious; and like going to
restaurants, bars, and clubs. To which global lifestyle segment identified by Roper Starch
Worldwide do Christina and her friends belong?
True / False Questions
84.
Self-concept is the totality of the individual's thoughts and feelings having reference to himself
or herself as an object.
85.
The independent self-concept emphasizes personal goals, characteristics, achievement, and
desires.
86.
The extended self consists of self plus others.
87.
The tendency of an owner to evaluate an object more favorably than a nonowner is known as
the mere ownership effect.
88.
Self-image congruity is likely to matter more when the situation involves public or conspicuous
consumption.
89.
Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.
90.
The terms psychographics and lifestyles are frequently used interchangeably.
91.
The technology segment labeled Wizards consists of consumers driven by desire for new
technology as a means for improving all aspects of life.
92.
The technology segment of consumers labeled Apprentices are disconnected from emerging
93.
In the VALS typology, individuals are classified according to their primary motivations, which
are ideals motivation, achievement motivation, or self-expression motivation.
94.
The VALS segment known as Survivors are primarily concerned about safety and security.
95.
The VALS segment known as Achievers are strongly traditional and respect rules and
authority.
96.
PRIZM organizes its 66 individual segments into broader social and life stage groups.
97.
Young Digerati, Blue Blood Estates, and Golden Ponds are examples of PRIZM segments.
98.
Altruists are the global lifestyle segment interested in social issues and the welfare of society.
Essay Questions
99.
Compare and contrast the independent self-concept and the interdependent self-concept.
100.
In general, consumers prefer brands that match their self-concepts. However, the degree to
which such "self-image congruity" influences brand preference and choice depends on various
factors. Explain these factors.
101.
You are a marketing manager and want to measure the lifestyles of the various market
segments served by your company. Discuss typical variables you should include in your
studies.
102.
Discuss the two dimensions on which the VALS typology is based.
103.
You've just started working at a company, and your supervisor wants to use the PRIZM
lifestyle segmentation scheme but is a bit confused because there are so many segments (i.e.,
66 individual segments). While it does seem like a lot to understand, you are also aware that
these segments are organized into broader social and life stage groups. Explain these broader
groups.
