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121
Copyright © 2020 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written onsent of McGraw-Hill Education.
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
122
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
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
Accessibility: Keyboard Navigation
123
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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
Accessibility: Keyboard Navigation
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
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
124
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
125
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
126
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
127
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
128
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
129
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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
130
Copyright © 2020 McGraw-Hill Education. All rights reserved.
No reproduction or distribution without the prior written onsent of McGraw-Hill Education.
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
131
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
132
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
133
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
134
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
135
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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
Accessibility: Keyboard Navigation
136
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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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
137
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No reproduction or distribution without the prior written onsent of McGraw-Hill Education.
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
138
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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
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.
Answer: B
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
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
139
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268) VALS creates profiles of people based on their primary motivation and resources. In the
VALS framework (Figure 4-7), D refers to
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.
Answer: C
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
AACSB: Analytical Thinking
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140
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269) VALS creates profiles of people based on their primary motivation and resources. In the
VALS framework (Figure 4-7), E refers to
A) Ideals.
B) Achievement.
C) Self-Expression.
D) Survivors.
E) Innovators.
Answer: D
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
AACSB: Analytical Thinking
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270) 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.
Answer: C
Explanation: A consumer's purchases are often influenced by the views, opinions, or behavior
of others. Two important aspects of personal influence to marketing are opinion leadership and
word-of-mouth activity. Opinion leaders exert direct or indirect influence over others and word-
of-mouth activity influences others through conversation.
Difficulty: 2 Medium
Topic: Psychological Influences
Learning Objective: 04-04 Identify the major sociocultural influences on consumer behavior.
Bloom's: Understand
AACSB: Analytical Thinking
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