Question 1

When Ketan went to college he had a burning desire to join a social fraternity; for Ketan, the fraternity would be a dissociative group.

Accepted Answer

A dissociative group is one that an individual does not want to belong to or be associated with. Since Ketan had a burning desire to join the fraternity, it would be considered an associative group for him, not a dissociative one.

Question 2

A person's personality portrays the "whole person" interacting with his or her environment.

Accepted Answer

The answer of A person's personality portrays the "whole person"...

Question 3

Ford Motors uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?

Accepted Answer

The ad showcasing Ford Endeavour traveling through an uneven and rocky terrain indicates ruggedness as its most prominent trait, aligning with Aaker's brand personality analysis.

Question 4

The behavior people exhibit as they pass through certain life-cycle stages, such as becoming a parent, is largely fixed and does not change over time.

Accepted Answer

People's behavior can change over time even as they pass through life-cycle stages, due to various factors such as experiences, environment, and personal growth.

Question 5

Members within a social class tend to behave more alike compared to members from two different social classes.

Accepted Answer

Social class can influence an individual's values, beliefs, and behaviors. Therefore, members within a social class are likely to have similar values, beliefs, and behaviors compared to members from different social classes.

Question 6

________ portrays the "whole person" interacting with his or her environment.

Accepted Answer

Lifestyle refers to the way a person lives, which includes patterns of social relations, consumption, entertainment, and dress, and reflects the "whole person" interacting with their environment.

Question 7

Whereas economic circumstances can have a profound effect on consumption, occupation does not impact how people spend their money and what they buy.

Accepted Answer

Occupation can have a significant impact on how people spend their money and what they buy, as it affects their income, lifestyle, and priorities. For example, someone who works in fashion may prioritize purchasing designer clothing, while someone who works in construction may prioritize purchasing tools and equipment.

Question 8

IKEA has achieved global recognition by offering consumers leading-edge Scandinavian furniture at affordable prices. IKEA is delivering value to consumers who are ________ constrained.

Accepted Answer

The statement explicitly mentions "affordable prices" which shows that IKEA is delivering value to consumers who are money constrained.

Question 9

According to the research conducted by Jennifer Aaker, one of the five traits of a product's brand personality is its physical structure.

Accepted Answer

Jennifer Aaker's research identifies five core dimensions of brand personality: Sincerity, Excitement, Competence, Sophistication, and Ruggedness, not physical structure.

Question 10

Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.

Accepted Answer

This statement is true. People often choose brands and products that they believe reflect their position or desired status in society, which can create a sense of identity and help them stand out from others. Marketers need to understand this dynamic to effectively promote their brands and products.

Question 11

Marketers who target consumers on the basis of their ________ believe that they can influence purchase behavior by appealing to people's inner selves.

Accepted Answer

Marketers who target consumers on the basis of their core values believe that they can influence purchase behavior by appealing to people's inner selves. Understanding a consumer's core values allows marketers to align their brand and messaging with what the consumer cares about on a deeper level, increasing the likelihood of purchase. Time famine, sophistication, money constrain, and social class also play a role in consumer behavior, but they do not necessarily relate to appealing to people's inner selves.

Question 12

Secondary groups require continuous interaction to be effective and meaningful.

Accepted Answer

Secondary groups, such as work colleagues or members of a professional organization, do not require continuous interaction to be effective and meaningful. They are often characterized by more formal, impersonal, and goal-oriented relationships.

Question 13

The five brand personality traits identified by Jennifer Aaker are consistently observed regardless of nationality or culture.

Accepted Answer

Jennifer Aaker's five brand personality traits (Sincerity, Excitement, Competence, Sophistication, and Ruggedness) can vary in their interpretation and importance across different nationalities and cultures, as cultural context influences consumer perception.

Question 14

A person's position in a group is defined in terms of role and status.

Accepted Answer

A person's position in a group is influenced by both their assigned role (such as leader, follower, mediator, etc.) and their status, which can be determined by factors such as wealth, education, or perceived expertise. Together, role and status shape a person's level of authority, influence, and visibility within the group.

Question 15

Groups that have an indirect influence on a person's attitude or behavior can be a part of his or her reference groups.

Accepted Answer

Reference groups are groups that an individual looks up to or identifies with in terms of values, attitudes, and behaviors, and they can have both direct and indirect influences on a person's attitude or behavior.

Question 16

Brand personality is the specific mix of human traits that may be attributed to a particular brand.

Accepted Answer

Brand personality is a real concept that defines a brand's perceived personality or character, similar to how humans are perceived by others. It is a set of human characteristics that are associated with a brand to make it unique and distinct from its competitors. These traits evoke emotions and feelings that motivate people to choose one brand over another.

Question 17

An example of a subculture would be a person's geographic region.

Accepted Answer

The answer of An example of a subculture would be...

Question 18

Within the context of Jennifer Aaker's analysis, identify the brand personality that can be associated with a new product whose promotional messages consistently portray it as being reliable, intelligent, and successful.

Accepted Answer

According to Aaker's brand personality dimensions, reliability, intelligence, and success all fall under the competence dimension. Therefore, the brand personality associated with this product is competence.

Question 19

Social class is the fundamental determinant of a person's wants and behavior.

Accepted Answer

While social class can influence a person's wants and behavior, it is not the only determinant. Factors such as individual beliefs, values, and experiences also play a significant role. Additionally, there may be variations within a particular social class based on other factors such as education level or occupation.

Question 20

For an employee at an organization, an annual appraisal can be considered a critical life event that impacts his or her consumption behavior.

Accepted Answer

The answer of For an employee at an organization, an...

Quiz 6: Analyzing Consumer Markets