Chapter 6 Personality, Lifestyles, and Values: Consumer Behaviour, 7e (Solomon)

Consumer Behaviour, 7e (Solomon)
Chapter 6 Personality, Lifestyles, and Values

1) ________ may be thought of as a person's unique psychological makeup and how these
features consistently influence the way that person will respond to his or her environment. A)
Configuration
B) The self
C) Personality
D) Self-focus cognate
Answer: C
Type: MC Page Ref: 150
Skill: Concept
Objective: L6-01 Understand that a consumer's personality can influence the way he or she
responds to marketing stimuli.
2) Hannah was embarrassed when her friends teased her about dancing on a table on Friday
night. She tried to tell her friends that she is really quite introverted and shy. Her friends
observed that Hannah does not appear shy when she is out on a weekend evening. Which of the
following statements about personality is most applicable in understanding Hannah?
A) Personality is a set of consistent traits that does not change from one environment to the next.
Either Hannah or her friends are wrong.
B) Personality is a person's unique psychological makeup that consistently influences behaviour
within a certain environmental situation. Although behaviour will be consistent within similar
environments, it may not be consistent among different environments.
C) Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her
behaviour will become more consistent in different environments.
D) Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour
is a result of personality.
Answer: B
Skill: Concept
3) Psychological approaches to the concept of personality in the early part of the twentieth
century were based on:
A) quantitative analysis.
B) qualitative analysis.
C) isolation studies.
D) accounts of tranquil experiences.
Answer: A
Skill: Concept
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C) persona
D) id
Answer: D
Type: MC
Skill: Concept
Objective: L6-02 Understand how the various theories of personality differ.
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C\
Page Ref: 151

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4) Personality refers to a person's unique psychological makeup, thought by some consistently to

influence the way a person behaves.
Answer: TRUE
Type: TF Page Ref: 150
Skill: Concept
5) Some current theorists say that people do not exhibit a consistent personality across different
situations; they argue that the personality construct is merely a convenient way to think about
other people.
Answer: TRUE
Skill: Concept
6) What is personality?
Answer: Personality is a person's unique psychological makeup, which consistently influences
the way the person responds to his or her environment.
Type: ES Page Ref: 150
Skill: Concept
7) The three Freudian symbolic self systems are the: A) id, psyche, and superego.
B) identification, ego, and superego.
C) subconscious, ego, and id.
D) id, ego, and superego. Answer: D
Type: MC Page Ref: 151 Skill: Concept
8) In Freudian theory, the ________ is that part of the mind guided by the primary desire to
maximize pleasure and avoid pain.
A) superego
B) ego
9) In Freudian theory, the system that acts as a person's conscience is the: A) mores.
B) ego.
C) superego.
D) id.
Answer: C
Type: MC
Skill: Concept
10) The "fight between temptation and virtue" in the mind is mediated by the: A) id.
B) persona.
C) ego.
D) conscience.
Answer: C
Skill: Concept
11) A child goes into a store, sees a Caramilk bar, and wants it right away. Freudian theory
would say that this is representative of the:
A) left hemisphere of the brain.
B) superego.
C) id.
D) ego.
Answer: C
Skill: Application
12) Andre would just love to have the cream puff that he sees through a bakery window, but he
resists the urge and keeps on walking. Freudian theory would say that his resistance is
representative of the:
A) left hemisphere of the brain.
B) superego.
C) id.
D) ego.
Answer: B
Skill: Application
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13) Today most applications of Freudian theory in marketing are related to: A) how we learn.
B) which products might channel unconscious urges.
C) gift-giving.
D) family purchase conflicts. Answer: B
14) The theories of ________ highlight the potential importance of unconscious motives
underlying purchases.
A) Horney
B) Jung
C) Katz
D) Freud
Answer: D
Type: MC
Skill: Concept
15) In the 1950s, a perspective called ________ attempted to use Freudian ideas to understand
the deeper meanings of products and advertisements.
A) psychic research
B) sexual symbology
C) motivational research D) psychographics Answer: C
16) A basic assumption of motivational research is:
A) Freudian theory has no basis in modern reality.
B) personality occurs when needs arise and then are satisfied.
C) consumers only buy when they are happy.
D) socially unacceptable needs are channelled into acceptable outlets. Answer: D
Skill: Concept
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B) Katz.
C) Freud.
D) Dichter.
Answer: D
Type: MC
Skill: Application
19) According to motivational research on consumption, when Carol wears long white gloves
with her evening gown and removes them, she is following which of the following motives? A)
femininity
B) eroticism
C) status
D) security
Answer: B
Skill: Application
20) When Cathy goes shopping, she tends to buy well-known brands, such as Kellogg's.
According to Horney's research, she can be described as:
A) detached.
B) aggressive.
C) compliant.
D) passive.
Answer: C
Skill: Application
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17) Many researchers believe that it is wrong to use motivational research, largely based on
Freudian theories, to study customers. Why?
A) Freudian theories have been shown not to apply to modern consumers.
B) Although the theories appear to have applications in psychological studies, they cannot be
successfully used to predict what happens in the marketplace.
C) The attempt was flawed in the first place because personality theories have been found to be
unrelated to motivation.
D) Some researchers believe that motivational research is not valid or reliable, while others
worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.
Answer: D
Skill: Concept
18) The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on
the unconscious motive of security. The ad was designed to make adults feel that they were well-
loved children again. The agency drew on the findings of:
A) Jung.
21) Who was instrumental in advancing the idea that much of human behaviour could be
understood by knowing how motivation is related to the feeling of inferiority?
A) Sigmund Freud
B) Karen Horney
C) Carl Jung
D) Alfred Adler
Answer: D
Skill: Concept
22) Frank Simms has decided to use Yoda (i.e., Star Wars wise man character) to promote a new
model of a notebook computer. Frank knows that many marketing messages use characters to
convince people about the merits of products. Frank has decided to use the technique to his
advantage. Upon which of the following psychologist's ideas has Frank based his advertising
strategy?
A) Karen Horney B) Sigmund Freud C) Carl Jung
D) Alfred Adler Answer: C
Skill: Application
23) The id is essentially a person's conscience. Answer: FALSE
Skill: Concept
24) Samantha is studying psychology. During her studies, she makes a conclusion based on what
she has read about Freudian theory. Her conclusion is that the ego is a mediator between
temptation and virtue. Is her conclusion true or false?
Answer: TRUE
Skill: Application
25) Freudian theory implies that consumers cannot tell us their true motivations for buying a
product.
Answer: TRUE
Skill: Concept
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26) A key strength of motivational research is that it does not rely on Freudian theory. Answer:
FALSE
Skill: Concept
27) The theorist Jung believed that we are a product of past experiences. Answer: TRUE
Skill: Concept
28) Explain the Freudian concept of the id.
Answer: The id is the component of the self that is entirely oriented toward immediate
gratification—it is the "party animal" of the mind. It operates according to the pleasure principle:
Behaviour is guided by the primary desire to maximize pleasure and avoid pain. The id is selfish
and illogical. It directs a person's psychic energy toward pleasurable acts without regard for any
possible consequences.
Skill: Concept
29) Explain the Freudian concept of the superego.
Answer: The superego is the counterweight to the id. This system is essentially the person's
conscience. It internalizes society's rules and works to prevent the id from seeking selfish
gratification.
Skill: Concept
30) Explain the Freudian concept of the ego.
Answer: The ego is the system that mediates between the id and the superego. It is, in a way, a
referee in the fight between temptation and virtue. The ego tries to balance these two opposing
forces according to the reality principle. It finds ways to gratify the id that will be acceptable to
the outside world. These conflicts occur on an unconscious level, so the person is not necessarily
aware of the underlying reasons for behaviour.
Skill: Concept
31) What are the implications of Freud's notion of the unconscious motive?
Answer: The implication is that consumers cannot necessarily tell us their true motivations for
choosing a product, even if we can devise a sensitive way to ask them directly.
Skill: Concept
32) Identify and define the three aspects of the self-system according to Freudian psychology. 7
Answer: The id is the component of the self that is entirely oriented toward immediate
gratification—it is the "party animal" of the mind. It operates according to the pleasure principle:
Behaviour is guided by the primary desire to maximize pleasure and avoid pain. The id is selfish
and illogical. It directs a person's psychic energy toward pleasurable acts without regard for any
possible consequences.
The superego is the counterweight to the id. This system is essentially the person's conscience. It
internalizes society's rules and works to prevent the id from seeking selfish gratification.
Finally, the ego is the system that mediates between the id and the superego. It is, in a way, a
referee in the fight between temptation and virtue. The ego tries to balance these two opposing
forces according to the reality principle. It finds ways to gratify the id that will be acceptable to
the outside world. These conflicts occur on an unconscious level, so the person is not necessarily
aware of the underlying reasons for behaviour
Skill: Concept
33) What is motivational research?
Answer: Motivational research is largely based on psychoanalytic (Freudian) interpretations,
with a heavy emphasis on unconscious motives. The basic assumption is that socially
unacceptable needs are channelled into acceptable outlets.
Motivational research relies on in-depth interviews with individual consumers. Instead of asking
many consumers a few general questions about product usage and combining these responses
with those of many other consumers in a representative statistical sample, this technique uses
relatively few consumers but probes deeply into each person's purchase motivations. An in-depth
interview might take several hours and is based on the assumption that the respondent cannot
immediately articulate his or her latent, or underlying, motives; these can be derived only after
meticulous questioning and interpretation on the part of a carefully trained interviewer.
Skill: Concept
34) Explain Jung's notion of the collective unconscious.
Answer: Jung believed that people are shaped by the cumulative experiences of past
generations. A central part of his perspective was an emphasis on what Jung called the collective
unconscious, which is a storehouse of memories inherited from our ancestral past. For example,
Jung would argue that many people are afraid of the dark because their distant ancestors had
good reason to exhibit this fear. These shared memories create archetypes, or universally shared
ideas and behaviour patterns. Archetypes involve themes, such as birth, death, or the devil, that
appear frequently in myths, stories, and dreams.
Skill: Concept
35) Explain the Freudian system of personality as it might apply to the behaviour of someone
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who is out with friends drinking.
Answer: Sigmund Freud developed the idea that much of one's adult personality stems from a
fundamental conflict between a person's desire to gratify his or her physical needs and the
necessity to function as a responsible member of society. This struggle is carried out in the mind
among three systems. The id is entirely oriented toward immediate gratification—it is the "party
animal" of the mind. It operates according to the pleasure principle. It tries to maximize pleasure
and minimize pain. The superego is the counterweight to the id. This system is essentially the
person's conscience. It internalizes society's rules and works to prevent the id from seeking
selfish gratification. The id would like another drink, but the superego reminds the customer that
she needs to drive home safely. Finally, the ego is the system that mediates between the id and
the superego. It is in a way a referee in the fight between temptation and virtue. The ego tries to
balance the opposing forces according to the reality principle. The ego attempts to find a way for
another drink and still find a way to get home safely.
Skill: Application
36) Describe the basic premise of motivational research and how it is conducted. Why has this
type of research been criticized?
Answer: The approach was largely based on psychoanalytic (Freudian) interpretations with a
heavy emphasis on unconscious motives. A basic assumption is that socially unacceptable needs
are channeled into acceptable outlets. Product use or avoidance is motivated by unconscious
forces that are often determined in childhood. This form of research relies on in-depth interviews
with individual consumers.
Feedback: Motivational research has been criticized for two quite opposite reasons. Some feel it
does not work at all, while others feel it works too well. On the one hand, social critics have
reacted much the same way as they have reacted to subliminal perception studies. They have
attacked this school of thought for giving advertisers the power to manipulate consumers. On the
other hand, many consumer researchers feel the research has lacked sufficient rigour and
validity, since interpretations are subjective and indirect. Because conclusions are based on the
analyst's own judgment and are derived from discussions with a small number of people, some
researchers are dubious as to the degree to which these results can be generalized to a large
market. In addition, because the original motivational researchers were heavily influenced by
orthodox Freudian theory, their interpretations usually carried strong sexual overtones. This
emphasis tends to overlook other plausible causes for behaviour.
Skill: Concept
9
37) What were beliefs of the neo-Freudians? Are those beliefs relevant to today's marketing?
Answer: Freud's psychoanalytic theory of personality had emphasized the way people found
socially acceptable ways to satisfy sexual desires. The neo-Freudians felt that an individual's
personality was more influenced by how relationships were handled.
Karen Horney—Probably the most prominent of this group, this psychoanalyst proposed that
people could be described as compliant (moving toward others), detached (moving away from
others), or aggressive (moving against others). Some research has shown that Horney's theory
might be helpful in relating product preferences to these three types of people.
Others—Alfred Adler proposed that many actions are motivated by people's desire to overcome
feelings of inferiority relative to others. Harry Stack Sullivan focused on how personality evolves
to reduce anxiety in social relationships.
Carl Jung—Jung was being groomed by Freud to become his successor but Jung could not
accept Freud's emphasis on sexual aspects of personality, and eventually the two dissolved their
relationship. Jung's approach to psychotherapy (called analytic psychology) emphasized both the
individual's development as a creative person (future) and one's individual and racial history
(past) in the formation of personality. A central part of Jung's perspective was the collective
unconscious, a storehouse of memories inherited from our ancestral past. These shared memories
create archetypes, or universally shared ideas and behaviour patterns, e.g., themes involving
birth, death, the devil. Advertisers do indeed invoke archetypes to link products with underlying
meanings, using characters such as wizards, the old wise man, and the earth mother: e.g., "It's not
nice to fool with Mother Nature."
Type: ES Page Ref: 152-154
Skill: Concept
38) James is a person who likes to think about things, especially when it comes to making
selections among products. According to trait theory, James could be characterized as having a
strong:
A) interest in innovations.
B) need for acquiring and owning goods. C) need for cognition.
D) emphasis on his appearance.
Answer: C
Skill: Application
Objective: L6-03 Understand that trait theory proposes that various consumer characteristics can
be measured and used to predict outcomes.
10
39) When Linda saw the ad for the new and improved Swiffer mop, she rushed out and bought
one. She can be considered to have the trait of:
A) innovativeness.
B) materialism.
C) self-consciousness.
D) need for cognition.
Answer: A
Skill: Application
40) Consumers who possess a high need for cognition:
A) find it hard to manage complex decisions on a daily basis.
B) prefer to take shortcuts and rely on peripheral product information.
C) purchase more products related to science and technology than their counterparts.
D) enjoy thinking extensively about potential product purchases.
Answer: D
Type: MC Page Ref: 154, 158
Skill: Concept
41) Jayleen prefers to shop at independent fashion and clothing stores where the products are
original, one-of-a-kind items that are only available for a short time period. She is likely high in
the trait of:
A) need for uniqueness.
B) bargain orientation.
C) ethical consumerism.
D) innovativeness.
Answer: A
Skill: Application
42) Consumers high in public self-consciousness are likely to:
A) be shy and self-aware in their product choices, preferring to opt for safe choices.
B) routinely exhibit bravado in public situations.
C) be easily embarrassed by poor consumer choices.
D) make choices that allow them to present a positive view of the self to others.
Answer: D
Type: MC Page Ref: 156-157
Skill: Concept
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43) Julianne purchases clothing and cosmetics in order to convey a positive image of her self to
others. She is high in the trait of:
A) need for uniqueness.
B) bargain orientation.
C) need for cognition.
D) public self-consciousness.
Answer: D
Skill: Application
44) Meg finds out that all of the people she knows will be wearing jeans to a party. Knowing
this, she decides to wear a skirt. This demonstrates Meg's:
A) hierarchy orientation.
B) fashion orientation.
C) allocentric orientation.
D) need for uniqueness.
Answer: D
Skill: Application
45) Nick is redesigning an advertisement after his consultant told him the marketing segment for
his insurance products was high in idiocentrics. Which of the following would be how to attract
such a segment?
A) Show a potential customer busy at work.
B) Show a potential customer shopping in the produce aisle for organic vegetables. C) Depict a
father and son working on an airplane model.
D) Show a family in the kitchen all working to prepare a wholesome dinner. Answer: A
Skill: Application
46) Trait theory refers to those subjective components of the self ("traits") that intuitively "make
sense" even though they cannot be measured quantitatively.
Answer: FALSE
Skill: Concept
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47) Someone characterized as high in public self-consciousness is likely to enjoy engaging in
effortful cognitive activity.
Answer: FALSE
Type: TF Page Ref: 156-157
Skill: Concept
48) Idiocentrics are more interested in other cultures and travelling than allocentrics. Answer:
TRUE
Skill: Concept
49) Guita is very aware of her publicly displayed self-image. She purchases clothing and
cosmetics to convey a positive image of her self to others. Describe which trait she is likely high
on.
Answer: She is likely high in public self-consciousness. Consumers high in public self-
consciousness are more likely to make choices that allow them to present a positive view of the
self to others. For instance, consumers high in public self-consciousness are more likely to avoid
products with negative associations (e.g., men won't choose a steak called the "ladies' cut" and
are more likely to donate to a charity in public settings if it looks like they are doing it for more
altruistic, other-focused reasons).
Skill: Application
50) What is meant by the term "need for uniqueness"?
Answer: Need for uniqueness is a trait. Those high in need for uniqueness tend to be more likely
to desire unique, counter-normative, or unconventional options when a consumption situation
activates this need. One study examined how having one's product choice mimicked or copied by
another person can threaten this need for uniqueness. Have you ever shown up to a party to find
that another guest is wearing the same thing as you? Would it be worse if it were your best friend
wearing the identical outfit, or would it be worse if it were someone you didn't know? It turns out
that consumers who were high in need for uniqueness, and who were copied by someone similar
to them, were most upset about the uniqueness violation—they were most willing to dispose of,
trade in, or alter their choice when they were copied.
Skill: Concept
13
51) Albert really enjoys effortful cognitive activity and when he goes on a plane ride he
purchases activity books containing challenging analogical and mathematical puzzles to pass the
time. What would trait theory say about Albert?
Answer: Albert is likely high in the trait of need for cognition. Consumers who are high in need
for cognition enjoy thinking extensively about things like products and their attributes. Those
low in need for cognition are more like to take shortcuts or rely on their feelings when making
decisions, as opposed to thinking carefully.
Skill: Application
52) Could trait theory be used as a basis for market segmentation? Explain why or why not,
using two traits to illustrate support for your position.
Answer: Yes, it could. This would be a form of psychographic segmentation, reaching beyond
demographics. Manufacturers of current technology products would certainly find degree of
innovativeness useful. Also, most companies would find materialism useful when combined with
other segmentation variables.
Type: ES Page Ref: 154, 156-157
Skill: Application
53) The automobile company Jaguar uses the cat as its logo to depict the same traits as the cat:
solitary, opportunistic, stalk-and-ambush predator at the top of the food chain. This is an
example of:
A) superego.
B) competitive fear. C) repositioning.
D) brand personality. Answer: D
Skill: Application
Objective: L6-04 Understand that marketers can use a variety of techniques to create "brand
personality."
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54) Old Spice created a series of commercials with a likeable brand representative and created
several YouTube spots to help viewers get to know the man behind the brand. This was to
enhance:
A) consumer self-esteem.
B) company acceptance. C) brand personality.
D) perceptual selectivity. Answer: C
Skill: Application
personality."
55) According to the text, the product symbol that is given credit for being the first "brand
personality" (introduced in 1886) was:
A) the Coca-Cola symbol.
B) the John Deere tractor symbol.
C) the Quaker Oats man. D) the Kellogg's rooster. Answer: C
personality."
56) The Apple brand is synonymous with a visual of an apple with a leaf on the stem and a bite
taken out of it. Over the years they have been able to connect the image with what the brand
stands for–acquiring knowledge. It has built:
A) brand dynamics.
B) brand polarity.
C) brand equity.
D) brand logos.
Answer: C
Skill: Application
personality."
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57) A certain brand of DVD player is priced at the high end of the market and is only sold in
limited locations at very high-end stores. This implies which personality trait inferences?
A) versatile, adaptable
B) snobbish, sophisticated
C) reliable, dependable
D) flighty, schizophrenic
Answer: B
Skill: Application
personality."
58) Disney as a brand can be symbolized with three circles forming a shape that resembles a
mouse's head with ears; Mickey Mouse. It has become such an obsession with many that the
company has many "hidden" Mickey's throughout its theme parks that visitors seek out, post,
tweet, and blog about for hours on end. This is an example of a successful use of:
A) objectivism.
B) animism.
C) humanism.
D) cultism.
Answer: B
Skill: Application
personality."
59) The second level of animism occurs when objects become ________; that is, they take on
human characteristics.
A) organic
B) assimilated
C) anthropomorphized
D) animated
Answer: C
personality."
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60) Although a brand's personality can be very difficult to change, marketers can accomplish
this to certain extent by ________ their product.
A) reanimating
B) skimming
C) allocating
D) repositioning
Answer: D
Skill: Concept
personality."
61) Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product
lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To
differentiate the two brands, she intends to create distinct brand personalities. Keith argues this is
dangerous because a company cannot have two brands with different personalities. Keith is right.
Answer: FALSE
Skill: Application
personality."
62) The Michelin Man is an example of anthropomorphism. Answer: TRUE
Skill: Concept
personality."
63) An ardent golfer, Samuel buys the products promoted by a celebrity golfer. He feels the spirit
of the golfer is available through the brand. This is the highest order of animism.
Answer: TRUE
Skill: Application
personality."
64) Describe the concepts of brand personality and brand equity and how they are related.
Answer: A brand personality is the set of traits people attribute to a product as if it were a person.
Brand equity refers to the extent to which a consumer holds strong, favourable, and unique
associations with a brand in memory. Brand personality is related in that it significantly
contributes to the manner in which an individual perceives a brand, thus helping to create brand
equity.
Skill: Concept
personality."
17
65) Dos Equis has created a brand personality around "The Most Interesting Man in the World."
Explain what type of brand personality this is creating.
Answer: This is an example of level 1 animism. In the highest order of animism, the object is
associated with a human individual—as is sometimes the case for spokespersons in advertising.
This strategy allows the consumer to feel that the spirit of the celebrity or endorser is available
through the brand.
Skill: Application
personality."
66) Serena loves to eat canned corn, especially because of the Jolly Green Giant spokescharacter.
What aspect of brand personality is being used in this example?
Answer: The creation and communication of a distinctive brand personality is one of the
primary ways marketers can make a product stand out from the competition and inspire years of
loyalty to it. This process can be understood in terms of animism, the practice found in many
cultures whereby inanimate objects are given qualities that make them somehow alive. Animism
is in some cases a part of a religion: sacred objects, animals, or places are believed to have
magical qualities or to contain the spirits of ancestors. In our society these objects may be
"worshipped" in the sense that they are believed to impart desirable qualities to the owner, or
they may in a sense become so important to a person that they can be viewed as a "friend."
Objects are anthropomorphized–given human characteristics. A cartoon character or mythical
creation may be treated as if it were a person, and even assumed to have human feelings. Think
about such familiar spokes characters as the Jolly Green Giant or the Michelin Man. Grey
Advertising, in research for its client Sprint Business Services, found that when customers were
asked to imagine long-distance carriers as animals, they envisioned AT&T as a lion, MCI as a
snake, and Sprint as a puma. Grey used these results to position Sprint as a company that could
"help you do more business" rather than taking the more aggressive approach of its competitors.
Skill: Application
personality."
67) Describe the concepts of brand personality and brand equity and how they are related.
Answer: A brand personality is the set of traits people attribute to a product as if it were a person.
Brand equity refers to the extent to which a consumer holds strong, favourable, and unique
associations with a brand in memory. Brand personality is related in that it significant contributes
to the manner in which an individual perceives a brand, thus helping to create brand equity.
Skill: Concept
personality."
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68) Parkas, Inc. is a manufacturer of top quality jackets and parkas, similar to Columbia
sportswear. However, Columbia is perceived as being much more durable and fashionable, and
appeals to a younger demographic. This is a segment that Parkas Inc. would like to improve in.
What must Parkas Inc. do to improve its standing?
Answer: Answers may vary.
It must reposition its brand and work to changes its "personality." If it wants to move closer to
Columbia's market position, it may want to offer some of the imagery/appeal that makes
Columbia more successful. At the same time, Parkas Inc. wants to maintain its own distinct
identity and remain very recognizable and different from Columbia.
Outdoor ads with younger models in rugged situations could be portrayed, with "aftermath"
scenarios about how durable and fashionable the product still looks. Also, testimonials could be
another way to help the repositioning.
Skill: Application
personality."
69) ________ refers to a pattern of consumption reflecting a person's choices of how he or she
spends time and money.
A) Lifestyle
B) Motivation
C) Pattern development
D) AIO
Answer: A
Objective: L6-05 Understand that consumers' lifestyles are key to many marketing strategies.
70) Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of
enjoying their lives and expressing their social identities, a key aspect of this strategy is to:
A) focus on product usage in desirable social settings.
B) set a low price point.
C) ensure you have a popular celebrity for a spokesperson. D) make the product available
everywhere.
Answer: A
Skill: Concept
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71) IKEA sets up their outlets with various room designs for each room use. For example, there
could be ten completely different kitchens on display, each one having its own look with
cupboards, counters, appliances, and dishes. This is an example of:
A) co-branding.
B) product complementarity. C) repositioning.
D) brand personification. Answer: B
Skill: Application
72) Sets of different products with symbolic meanings that are related are called: A) investitures.
B) consumption constellations.
C) harmonic convergences.
D) patterned products. Answer: B
73) When interior designers integrate products from many different categories (such as
appliances, furnishings, and even artwork) into a unified whole or a specific decorating style,
they are relying upon the principle of:
A) market complementarity
B) market consistency
C) product complementarity
D) harmonic convergence
Answer: C
Skill: Application
74) Jane and Julie are identical twins. They look alike and have almost identical personalities.
They both live in the same apartment. By definition, they would both have the same lifestyle.
Answer: FALSE
Skill: Concept
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75) Luis and his brother won a lottery and shared the money equally. Luis went on a trip around
the world. His brother bought an expensive racing boat. This difference reflects a difference in
lifestyle.
Answer: TRUE
Skill: Application
76) Ten years ago, Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling
mineral water. This is an example of how his deep-seated values have changed over time.
Answer: FALSE
Skill: Application
77) It is unlikely that lifestyles change once they are set. Answer: FALSE
Skill: Concept
78) Product complementarity occurs when the symbolic meanings of different products are
related to each other.
Answer: TRUE
Skill: Concept
79) Explain the concept of lifestyle and why it is important to marketers.
Answer: Lifestyle refers to a pattern of consumption reflecting a person's choices of how he or
she spends time and money. Many of the factors already discussed in this book, such as a
person's self-concept, ethnicity, and social class, are used as "raw ingredients" to fashion a
unique lifestyle. In an economic sense, a person's lifestyle represents the way he or she has
elected to allocate income both to different products and services and to specific alternatives
within these categories. Other somewhat similar distinctions have been made to describe
consumers in terms of their broad patterns of consumption. For example, consumers can be
distinguished by their social class, which can be determined by the proportion of expenditures on
food, advanced technology, or such information-intensive goods as entertainment and education.
Skill: Concept
21
80) Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip
around the world. His brother bought an expensive racing boat. Discuss what factor likely led to
this difference in choice.
Answer: This difference reflects a difference in lifestyle choices. Lifestyle refers to a pattern of
consumption reflecting a person's choices of how he or she spends time and money. Many
factors, such as a person's self-concept, ethnicity, and social class, are used as "raw ingredients"
to fashion a unique lifestyle. In an economic sense, one's lifestyle represents the way one has
elected to allocate income. We allocate different proportions of our income to different products
and services as well as to specific brand alternatives within these categories. A person's choice of
goods and services indeed makes a statement about who that person is and about the types of
people with whom that person desires to identify—and even about those he or she wishes to
avoid.
Skill: Application
81) You are a personal image designer. The goal of your job is to provide people with product
recommendations for create a positive image. A man comes to you saying he wants a
consumption constellation that reflects a more affluent lifestyle. What theory does your job rely
on and what do you recommend?
Answer: As a personal image designer, your job relies on the theory of product complementarity,
which occurs when symbolic meanings of different products are related to each other. These sets
of products, termed "consumption constellations," are used by consumers to define,
communicate, and perform social roles.
There are many recommendations that can be made, but they should include products that are
luxurious, such as a Mercedes-Benz and a Rolex watch.
Skill: Application
82) The use of psychological, sociological, and anthropological factors combined with
demographic information to identify potential markets is called:
A) power-driven segmentation.
B) ulstrith coding.
C) cultural segmentation.
D) psychographic segmentation.
Answer: D
Skill: Concept
Objective: L6-06 Understand that psychographics go beyond simple demographics to help
marketers understand and reach different consumer segments.
22
83) Which of the following statements about psychographics is true?
A) Psychographics was developed using only psychological and sociological factors.
B) Psychographics uses non-standard psychological scales.
C) Psychographics definitively explains purchase behaviours.
D) Psychographics was needed because the usual large-scale qualitative survey research yielded
only a little information about a lot of people.
Answer: D
Skill: Concept
84) AIO statements consist of consumer responses identifying their: A) attention, interests,
outcomes.
B) activities, interests, outcomes.
C) attention, interests, opinions.
D) activities, interests, opinions. Answer: D
85) Shopping, club memberships, sports, and social events are all illustrations of which of the
following lifestyle dimensions?
A) activities
B) interests
C) demographics
D) outcomes
Answer: A
86) Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she
is examining her target audience's views on food, the media, fashion, and recreation. Which of
the AIO categories does Norma seem to be working on now?
A) activities
B) interests
C) demographics
D) outcomes
Answer: B
Skill: Application
23
87) A psychographic study of men aged 18-24 who drink and drive found four different groups:
A) nerds, yuppies, problem kids, well adjusted.
B) well adjusted, nerds, problem kids, rockers.
C) party animals, nerds, yuppies, problem kids.
D) good timers, nerds, problem kids, well adjusted. Answer: D
Skill: Concept
88) The acronym VALS stands for: A) vacation and leisure segments. B) varied-attitude list
survey.
C) values and lifestyles.
D) varied actions linked to strategy. Answer: C
Skill: Concept
89) Genevieve's main focus at the moment is her career, choosing a government position over a
private-sector company or entrepreneurial endeavour. According to the VALS typology, she can
fit into which of the following groups?
A) fulfilled
B) achievers
C) experiencers
D) strivers
Answer: B
Skill: Application
24
90) Holding down a well-paid job, Jeremy is not short of resources, but he is impulsive and
always seeking risky activities, such as trying to climb to the summit of Everest. According to
the VALS typology, he can fit into which of the following groups?
A) achievers
B) experiencers
C) strivers
D) makers
Answer: B
Skill: Application
91) Doug comes from a family background where a strong ethical code was developed at an
early age. He has little money, but he still tends to favour brands that are tried and true.
According to the VALS typology, he can fit into which of the following groups?
A) fulfilled
B) achievers
C) strivers
D) believers
Answer: D
Type: MC
Skill: Application
92) Erin likes to be self-sufficient. She grows her own vegetables, mows her own lawn, does her
own repairs, and even painted her house. According to the VALS typology, she can fit into in
which of the following groups?
A) fulfilled
B) achievers
C) strivers
D) makers
Answer: D
Type: MC
Skill: Application
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25
93) Conrad, a student on scholarship at a prestigious university, constantly meets with his
professors to have a one-on-one evaluation of how his performance is in each class. Conrad is a/
n:
A) fulfilled.
B) achievers.
C) survivors.
D) strivers.
Answer: C
Type: MC
Skill: Application
94) The study of demographics allows us to describe who buys, but psychographics allows us to
understand why they do.
Answer: TRUE
Skill: Concept
95) VALS divides people into eight groups according to both psychological characteristics and
resources, which include such factors as income, education, energy levels, and eagerness to buy.
Answer: TRUE
Skill: Concept
96) Beth is highly motivated to advance her career, but does not like uncertainty. She is also
highly concerned about the approval of others. According to the VALS system, Beth would most
likely be categorized as a Striver.
Answer: TRUE
Skill: Application
26
97) Explain the concept of psychographics and why this is important to marketers.
Answer: Psychographics involve the "use of psychological, sociological, and anthropological
factors...to determine how the market is segmented by the propensity of groups within the market
—and their reasons—to make a particular decision about a product, person, ideology, or
otherwise hold an attitude or use a medium." Psychographics can be a powerful tool for
segmenting and understanding the market.
Skill: Concept
98) What do marketers mean by the term "AIOs"?
Answer: Most contemporary psychographic research attempts to group consumers according to
some combination of three categories of variables–activities, interests, and opinions–known as
AIOs. Using data from large samples, marketers create profiles of customers who resemble one
another in their activities and patterns of product usage.
Skill: Concept
99) Explain geodemography and how it relates to single-source data.
Answer: Geodemography refers to those analytical techniques that combine data on consumer
expenditures and other socio-economic factors with geographic information about the area in
which people live, in order to identify consumers who share common consumption patterns.
Geodemography is based on the assumption that "birds of a feather flock together." The idea is
that like-minded people with similar tastes and needs locate near one another. Knowing the
location of these groups makes it more viable for marketers to reach them, e.g., through direct
mailings. To obtain a clearer picture of the Canadian consumer, the geographic information is
combined with other data, such as single-source data.
Single-source data is the compilation of information that includes different aspects of
consumption and demographic data for a common consumer segment. When the information
about a person's actual purchasing history is combined with the geodemographic data, marketers
can determine which marketing strategies these consumers respond to or ignore. Such
comprehensive strategies enable marketers to test the impact of changes in such areas as
advertising, pricing, shelf-placement promotions, etc. on consumer behaviour patterns.
Skill: Concept
27
100) There are eight categories listed in the VALS system. List and briefly describe four of the
categories.
Answer: Below is a complete answer for all eight categories.
VALS divides people into eight groups according to both psychological characteristics and
resources, which include such factors as income, education, energy levels, and eagerness to buy.
In the VALS structure, groups are arranged vertically by resources and horizontally by self-
orientation.
The top group is called innovators, who are successful consumers with many resources. This
group is concerned with social issues and is open to change.
The next three groups also have sufficient resources but differ in their outlooks on life. ∙ Thinkers
are satisfied, reflective, and comfortable. They tend to be practical and value functionality.
∙ Achievers are career-oriented and prefer predictability over risk or self-discovery.
∙ Experiencers are impulsive and young and enjoy offbeat or risky experiences.
The next three groups have fewer resources:
∙ Believers have strong principles and favour proven brands.
∙ Strivers are like achievers but with fewer resources. They are very concerned about the
approval of others.
∙ Makers are action-oriented and tend to focus their energies on self-sufficiency. They will often
be found working on their cars, canning their own vegetables, or building their own houses.
Finally comes the group with the fewest resources:
∙ Survivors are at the bottom of the ladder. They are most concerned with meeting the needs of
the moment.
Skill: Concept
101) Alison is a go-getting lawyer who is very career-oriented and makes a high salary. Using
the VALS framework, how would you describe Alison?
Answer: According the VALS system, Alison is likely classified as an achiever. Achievers are
career-oriented and prefer predictability over risk or self-discovery.
Skill: Application
28
102) Your research colleague Gary says, "I've heard about this new term, psychographics. Do
you know what this means? What forms of psychographic studies are there?" What do you say?
Answer: Psychographics involves the "use of psychological, sociological, and anthropological
factors...to determine how the market is segmented by the propensity of groups within the market
—and their reasons—to make a particular decision about a product, person, ideology, or
otherwise hold an attitude or use a medium."
Psychographic studies can take several different forms:
a. A lifestyle profile looks for items that differentiate between users and nonusers of a product. b.
A product-specific profile identifies a target group, and then profiles these consumers on product-
relevant dimensions.
c. A general lifestyle segmentation places a large sample of respondents into homogeneous
groups based on similarities of their overall preferences.
d. A product-specific segmentation tailors questions used in a general approach to a product
category.
Skill: Application
103) How are psychographics distinct from demographics, and why are psychographics
necessary to better understand marketing and consumer behaviour?
Answer: Demographics are typically measures that are easily quantified and are readily
observable. A person's income, gender, age, ethnicity, etc. are all examples of demographic
variables. Psychographics are composed of psychological, sociological, and anthropological
factors and include attitudes, interests, opinions, and lifestyles.
Psychographics are important because they often do a good job of explaining why and predicting
when consumers will buy certain products. Students can draw on different examples, such as
Lululemon, which draws upon consumer psychographics to connect with their customers.
Skill: Concept
104) Mary's possessions play a central role in her life and influence her value systems. Mary can
be considered as having the trait of:
A) extroversion.
B) materialism.
C) self-consciousness.
D) innovativeness.
Answer: B
Skill: Application
Objective: L6-07 Understand that every culture has a set of core values that it imparts to its
members.
29
105) The List of Values (LOV) scale identifies:
A) consumer attitudes to products that are connected to romance and online dating services. B)
how values relate to a five-dimension personality scale.
C) nine consumer segments based on the values they endorse.
D) consumption patterns that are motivated by price-bracket concerns.
Answer: C
Skill: Concept
members.
106) A ________ is a belief that some condition is preferable to its opposite. A) moral
B) value
C) need
D) want
Answer: B
Type: MC
Skill: Concept
members.
107) Jill is a vegetarian because of health reasons and Robert is a vegetarian because of animal
cruelty concerns. While both may share the same consumption patterns, they differ in what
fundamental aspect?
A) their politics
B) their values
C) their lifestyles
D) their education
Answer: B
Skill: Application
members.
108) Our beliefs are taught to us by our parents, friends, and teachers. In other words, we learn
them from:
A) anyone.
B) adults.
C) conscientious consumerism. D) socialization agents. Answer: D
members.
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109) When Naomi went to teach English in Taiwan, it took her a long time to become: A)
enculturated.
B) acculturated.
C) easternized.
D) socialized.
Answer: B
Skill: Application
members.
110) The process of learning the beliefs and behaviours that are endorsed by one's own culture is
called:
A) acculturation.
B) accommodation.
C) enculturation.
D) cultural valuation.
Answer: C
Skill: Concept
members.
111) Within each culture, there are usually beliefs or a set of underlying goals most people agree
are important. Values that can be thought of as desired end states or goals for both individuals
and their society are termed:
A) terminal values.
B) behaviour objective values. C) instrumental values.
D) self-actualization values. Answer: A
Skill: Concept
members.
112) Values that specify the actions needed to achieve some higher-order value are termed: A)
terminal values.
B) behaviour objective values.
C) instrumental values.
D) self-actualization values. Answer: C
members.
31
113) A household cleaner that advertises its durability is appealing to which type of value? A)
cultural
B) core
C) product-specific
D) consumption-specific
Answer: C
Skill: Application
members.
114) Consumers are beginning to place a high value on buying green brands and products from
green companies. This shift towards personal and global health has been termed by some
researchers as:
A) conscientious consumerism.
B) a fad.
C) idealism.
D) acculturation.
Answer: A
Skill: Application
members.
115) Ease of use and durability are examples of: A) cultural values.
B) product-specific values.
C) consumption-specific values.
D) core values.
Answer: B
Skill: Concept
members.
116) The Rokeach Value Survey is intended to measure:
A) consumption-specific values, such as convenient shopping and good service.
B) how consumer values are dependent on culture.
C) a set of terminal values.
D) comparative house prices across North America.
Answer: C
Skill: Concept
members.
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117) What are values? Why are values of interest to marketers?

Answer: A value is a belief that some condition is preferable to its opposite. Many people avidly
pursue products and services that will make them look young, believing that this is preferable to
appearing old. A person's set of values plays a very important role in his or her consumption
activities, since many products and services are purchased because they will (it is believed) help
attain a value-related goal. Values often underlie or sit at the heart of an individual's lifestyle and
psychographic profile. Values are central to what makes a consumer distinct in their
consumption and in society.
Skill: Concept
members.
118) Jules is a consumer in the segment sometimes labelled "lifestyles of health and
sustainability." Discuss what his typical day might include and, from a marketing perspective,
what type of products he may be interested in.
Answer: LOHAS, an acronym for "lifestyles of health and sustainability" is a label that refers to
people such as Jules who worry about the environment, want products to be produced in a
sustainable way, and spend money to advance what they see as their personal development and
potential. So-called "Lohasians" (others refer to this segment as cultural creatives) represent a
great market for products such as organic foods, energy-efficient appliances, and hybrid cars as
well as alternative medicine, yoga tapes, and ecotourism.
Jules will likely spend his free time accessing these activities and supporting these products.
Whereas in the past it was sufficient for companies to offer recyclable products, this new
movement, of which Jules is a part, is creating a whole new vocabulary as consumers begin to
"vote with their forks" by demanding food, fragrances, and other items that are hormone-free,
locally grown, cage-free, don't involve animal clones or animal testing, and are made without
genetically modified ingredients (GMOs), just to name a few of consumers' concerns and
requirements.
Skill: Application
members.
119) What is conscientious consumerism?
Answer: The trend for consumers to focus on personal health is merging with a growing interest
in global health. Some analysts call this new value conscientious consumerism. In a recent
survey, 8 out of 10 consumers said they believe it's important to buy green brands and products
from green companies and that they'll pay more to do so. In another survey conducted in 2009,
71 percent of consumers agreed that they avoid purchasing from companies whose practices they
disagree with, and about half claim they tell others to either patronize or avoid certain products
based on the manufacturer's social and environmental practices.
Skill: Concept
members.
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120) When asked why he spends so much money on clothing, gadgets, and his car, Andrew
answers: "He who dies with most toys, wins." Describe what value he is expressing. Answer: He
is expressing the value of materialism.
Although most people don't literally worship material goods, "things" do play a central role in
many people's lives and can influence their value systems. Materialism refers to the importance
people attach to worldly possessions, and the popular bumper sticker "He Who Dies with the
Most Toys, Wins" is a comment on this philosophy.
Skill: Application
members.
121) Discuss two different instruments that might be used to measure values, and explain why
one may be preferable for marketing applications.
Answer: Rokeach Value Survey and the List of Values (LOV) scale. The Rokeach Value Survey
was devised by psychologist Milton Rokeach, who identified a set of terminal values, or desired
end states, that apply (to various degrees) to many different cultures. His scale can be used to
measure these values, and also includes a set of instrumental values, which comprise actions
needed to achieve these terminal values. Although some evidence indicates that these global
values do translate into product-specific preferences and differences in media usage, the Rokeach
Value Survey has not been widely used by marketing researchers.
An alternative is the List of Values (LOV) Scale, which was developed to isolate values with
more direct-marketing applications. This instrument identifies nine consumer segments based on
the values they endorse and relates each to differences in consumption behaviours. These
segments include consumers who place a priority on such values as a sense of belonging,
excitement, warm relationships with others, and security. For example, people who endorse the
value of a sense of belonging are more likely to read Reader's Digest and TV Guide, drink and
entertain frequently, prefer group activities, and be older than are people who do not endorse this
value as highly. In contrast, those who endorse the value of excitement prefer Wallpaper and are
younger than those who do not.
Skill: Concept
members.
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122) At Whole Foods supermarket in Seattle, shoppers take part in a "singles" night the first
Friday of every month. Identify and describe the variable this program is using to target
consumers.
Answer: This would be a good illustration of lifestyle marketing. Lifestyle refers to a pattern of
consumption reflecting a person's choices of how he or she spends time and money. Many
factors, such as a person's self-concept, ethnicity, and social class, are used as "raw ingredients"
to fashion a unique lifestyle. In an economic sense, a person's lifestyle represents the way he or
she has elected to allocate income both to different products and services and to specific
alternatives within these categories.
A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis
of the things they like to do, how they like to spend their leisure time, and how they choose to
spend their disposable income. These choices, in turn, create opportunities for market-
segmentation strategies that recognize the potency of a consumer's chosen lifestyle in
determining both the types of products purchased and the specific brands more likely to appeal to
a designated lifestyle segment.
Skill: Application
members.
123) What is materialism? What are some of the negative consequences of materialism? Answer:
Materialism refers to the importance people attach to worldly possessions.
Many consumers now energetically seek "the good life," which abounds in material comforts.
Most young people can't imagine a life without cell phones, iPods, and other comforts. In fact,
one way to think about marketing is as a system that provides a certain standard of living to
consumers. Materialistic values tend to emphasize the well-being of the individual versus the
group, which may conflict with family or religious values. That conflict may help to explain why
people with highly material values tend to be less happy. More recent research suggests that
materialism might be associated with other negative outcomes. For example, youth who were
more materialistic reported lower liking for school and got poorer grades.
Skill: Concept
members.
35

Chapter 6 Personality, Lifestyles, and Values: Consumer Behaviour, 7e (Solomon)

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Chapter 6 Personality, Lifestyles, and Values: Consumer Behaviour, 7e (Solomon)

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Chapter 6 Personality, Lifestyles, and Values

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4) Personality refers to a person's unique psychological makeup, thought by some consistently to

117) What are values? Why are values of interest to marketers?

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