Marketing Chapter 4 Eight Primary Segments Are Identified The Basis Motivations And Resources According This

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235) Marketers use three approaches to try to change consumer attitudes toward products and

brands. One of these is

A) reinforcing the consumers’ 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.

Answer: D

Explanation: Marketers use three approaches to try to change consumer attitudes toward

products and brands: (1) changing beliefs about the extent to which a brand has certain attributes,

(2) changing the perceived importance of attributes, and (3) adding new attributes to the product.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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236) 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

Answer: C

Explanation: Colgate-Palmolive included a new antibacterial ingredient, triclosan, in its Colgate

Total toothpaste and spent $100 million marketing the brand to encourage customers to consider

this germ-fighting property as a new attribute.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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237) 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.

Answer: B

Explanation: Tums is trying to change the perceived importance of consuming calcium. By

focusing on this attribute, it is hoped consumers will have a more favorable attitude toward

Tums. Since consumers already know Tums contains calcium, a new attribute had not been

added.

Difficulty: 3 Hard

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Apply

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238) 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.

Answer: C

Explanation: Changing consumer attitudes toward products and brands includes (1) changing

beliefs about the extent to which a brand has certain attributes, (2) changing the perceived

importance of attributes, and (3) adding new attributes to the product. Adding a new attribute—

here, the Intelligent Parking Assist feature—may help to change attitudes about the advanced

technology of the Prius.

Difficulty: 3 Hard

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Apply

AACSB: Knowledge Application

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239) 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.

Answer: B

Explanation: Pepsi-Cola changed the importance of the attribute of “freshness” to soft drinks by

using “freshness” dates that are stamped on its cans and then promoting this feature. Prior to this,

few consumers thought about freshness as an attribute of canned soda. As a result of the $25

million campaign, 61 percent of soft drink consumers believed that freshness dating was an

important attribute.

Difficulty: 3 Hard

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Apply

AACSB: Knowledge Application

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240) 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.

Answer: D

Explanation: Text term definition—lifestyle.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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241) 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.

Answer: E

Explanation: Text term definition—lifestyle.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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242) The analysis of consumer lifestyles is known as

A) demographics.

B) psychographics.

C) social statistics.

D) physiological needs.

E) sociographics.

Answer: B

Explanation: Text term definition—psychographics.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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243) 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.

Answer: D

Explanation: Text term definition—psychographics.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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244) 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.

Answer: C

Explanation: The practice of combining psychology, lifestyle, and demographics can be used to

uncover consumer motivations for buying and using products and services. The VALS

framework developed by Strategic Business Insights (SBI) implements this practice.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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245) 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.

Answer: A

Explanation: VALS measures the enduring differences between people that explain and predict

lifestyles meaningfully. Eight primary segments are identified on the basis of motivations and

resources (see Figure 4-7 in the textbook).

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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246) 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.

Answer: E

Explanation: VALS examines the intersection of psychology, demographics, and lifestyles.

VALS measures the enduring differences between people that explain and predict lifestyles

meaningfully. Eight primary segments are identified on the basis of motivations and resources.

According to this model, consumers are motivated to buy products and services and seek life

experiences that give shape, substance, and satisfaction to their lives. Consumers are driven by

one of three motivations—ideals, achievement, and self-expression—that give meaning to their

self and the world and govern their activities. The different levels of resources enhance or

constrain a person’s expression of his or her primary motivation.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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247) 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

Answer: C

Explanation: The VALS resource dimension includes measures of key demographics, in

addition to psychological, emotional, and material capacities such as self-confidence, curiosity,

information seeking, and risk-taking. Primary motivation is the other main dimension used in

VALS.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

248) 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

Answer: A

Explanation: Ideals-motivated VALS groups are those who are guided by knowledge and

principle. Ideal-motivated groups consist of Thinkers and Believers.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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249) In the VALS framework, consumers motivated by ideals are guided by knowledge and

principle. 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

Answer: C

Explanation: High-resource Thinkers are the old guard. They have “ought” and “should”

benchmarks for social conduct.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

250) In the VALS framework, consumers motivated by ideals are guided by knowledge and

principle. One segment of the two ideals-motivated groups, known as ________, have fewer

resources and are not looking to change society. They believe in definitive right and wrong,

which need to be recognized to lead a good life.

A) Experiencers

B) Believers

C) Makers

D) Achievers

E) Thinkers

Answer: B

Explanation: Low-resource Believers are not looking to change society. They believe that a

good life relies on recognizing right and wrong.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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Accessibility: Keyboard Navigation

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251) ALS 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) success

Answer: B

Explanation: Achievement-motivated VALS groups are those who look for products and

services that demonstrate success to their peers or to a peer group they aspire to. Achievement–

motivated groups consist of Achievers and Strivers.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

252) 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

Answer: D

Explanation: High-resource Achievers have a me-first, my family-first attitude. They are

anchors of the status quo.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

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253) 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 improve their lives, they have difficulty doing so.

A) Strivers

B) Experiencers

C) Believers

D) Makers

E) Survivors

Answer: A

Explanation: Low-resource Strivers live in the moment. Although they would like to improve

their lives, they have difficulty doing so.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

254) In the VALS framework, achievement-motivated consumers who have a lower level of

education and household income than Achievers are called

A) Believers.

B) Experiencers.

C) Strivers.

D) Makers.

E) Survivors.

Answer: C

Explanation: Consumers motivated by achievement look for products and services that

demonstrate success to their peers or to a group they aspire to. They include Achievers and

Strivers, the latter of which have low resources.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

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255) 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

Answer: D

Explanation: VALS groups motivated by self-expression are those who want to make an impact

on their world. These groups consist of Experiencers and Makers.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

256) In the VALS framework, consumers motivated by self-expression want to make an impact

on their world. One segment of the two self-expression-motivated groups, known as ________,

have high resources and are social and spontaneous. They are first in and out of trend adoption.

A) Experiencers

B) Believers

C) Makers

D) Achievers

E) Thinkers

Answer: A

Explanation: High-resource Experiencers are social and spontaneous. They are first in the first

out of trend adoption.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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Accessibility: Keyboard Navigation

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257) In the VALS framework, consumers motivated by self-expression want to make an impact

on their world. 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

Answer: D

Explanation: Low-resource Makers protect what they think they own. They may appear to be

anti-intellectual.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

258) 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.

Answer: E

Explanation: In the VALS system, two segments stand apart based on their abundance or lack

of resources (psychological, physical, and material). Consumers with an abundance of resources

are known as Innovators while those with minimal resources are known as Survivors.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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259) In the VALS framework, the segment with the most abundant resources, known as

________, are future-oriented and confident enough to experiment and overcome failure.

A) Experiencers

B) Innovators

C) Makers

D) Achievers

E) Strivers

Answer: B

Explanation: High-resource Innovators are future-oriented. They are confident enough to

experiment—to try, fail, and try again.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

260) 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 who are focused on meeting basic needs. They are analog, not digital.

A) Thinkers

B) Innovators

C) Makers

D) Survivors

E) Strivers

Answer: D

Explanation: Low-resource Survivors are the quiet rank and file who are focused on meeting

basic needs. They are analog, not digital.

Difficulty: 1 Easy

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Remember

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261) 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

Answer: D

Explanation: Two segments stand apart from primary motivation. High-resource Innovators are

future oriented. They are confident enough to experiment—to try, fail, and try again. Low-

resource Survivors are the quiet rank and file who are focused on meeting basic needs. They are

analog, not digital.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

262) In the VALS framework, each consumer segment exhibits unique media preferences.

Which segment would be the most likely to visit Instagram?

A) Experiencers

B) Believers

C) Thinkers

D) Survivors

E) Makers

Answer: A

Explanation: Each segment receives and processes information differently and exhibits unique

media preferences. For example, Experiencers are the most likely to visit Instagram and to read

fashion magazines. Makers and Achievers drive the most miles each week; therefore, they are

the most likely to view outdoor advertising. Innovators and Thinkers are the most likely to read

national newspapers. Survivors watch the most television in an average week.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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263) 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) Thinkers

C) Believers

D) Strivers

E) Makers

Answer: B

Explanation: Each segment receives and processes information differently and exhibits unique

media preferences. For example, Experiencers are the most likely to visit Facebook and to read

magazines. Makers and Achievers drive the most miles each week; therefore, they are the most

likely to view outdoor advertising. Innovators and Thinkers are the most likely to read national

newspapers. Survivors watch over 50 hours of television in an average week.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

264) 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

Answer: E

Explanation: Each segment receives and processes information differently and exhibits unique

media preferences. For example, Experiencers are the most likely to visit Facebook and to read

magazines. Makers and Achievers drive the most miles each week; therefore, they are the most

likely to view outdoor advertising. Innovators and Thinkers are the most likely to read national

newspapers. Survivors watch over 50 hours of television in an average week.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

AACSB: Analytical Thinking

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Figure 4-7

265) VALS creates profiles of people based on their primary motivation and resources. In the

VALS framework (Figure 4-7), A refers to

A) Ideals.

B) Achievement

C) Self-Expression.

D) Survivors.

E) Innovators.

Answer: E

Explanation: According to the VALS framework, consumers are inspired by one of three

primary motivations—ideals (B), achievement (C), and self-expression (D)—that give meaning

to their self or the world and govern their activities. The two different levels of resources (high

and low) enhance or constrain a person’s expression of his or her primary motivation. A person’s

resources include psychological, physical, and material capacities. The A refers to Innovators,

who are successful, sophisticated, take-charge people with high self-esteem and abundant

resources of all kinds. The E refers to Survivors, who with the least resources of any segment,

focus on meeting basic needs (safety and security) rather than fulfilling desires. See Figure 4-7 in

the textbook.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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266) VALS creates profiles of people based on their primary motivation and resources. In the

VALS framework (Figure 4-7), B refers to

A) Ideals.

B) Achievement.

C) Self-Expression.

D) Survivors.

E) Innovators.

Answer: A

Explanation: According to the VALS framework, consumers are inspired by one of three

primary motivations—ideals (B), achievement (C), and self-expression (D) —that give meaning

to their self or the world and govern their activities. The two different levels of resources (high

and low) enhance or constrain a person’s expression of his or her primary motivation. A person’s

resources include psychological, physical, and material capacities. The A refers to Innovators,

who are successful, sophisticated, take-charge people with high self-esteem and abundant

resources of all kinds. The E refers to Survivors, who with the least resources of any segment,

focus on meeting basic needs (safety and security) rather than fulfilling desires. See Figure 4-7 in

the textbook.

Difficulty: 2 Medium

Topic: Psychological Influences

Learning Objective: 04-03 Identify the major psychological influences on consumer behavior.

Bloom’s: Understand

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267) VALS creates profiles of people based on their primary motivation and resources. In the

VALS framework (Figure 4-7), C refers to