Question 1

An interior designer who selects products from many different categories (such as appliances, furnishings, even artwork) into a specific decorating style is relying upon a judgment of lifestyle investiture.

Accepted Answer

The term "lifestyle investiture" is not commonly used in interior design. The designer is more likely relying on their understanding of design principles and client preferences.

Question 2

Once marketers have been able to identify heavy users of a product, they can be assured that these consumers are using the product for the same reasons, so they can develop strategies for reaching them more accurately.

Accepted Answer

Heavy users may have different motivations and reasons for using a product, so marketers cannot assume uniformity in their behavior or preferences.

Question 3

Personality refers to a person's unique psychological makeup, thought by some consistently to influence the way a person behaves.

Accepted Answer

Personality is often defined as a collection of enduring traits, behaviors, and patterns of thought that are unique to an individual and shape their interactions with the world around them. Many psychologists believe that personality is relatively stable over time and can significantly impact a person's behavior, motivations, and well-being.

Question 4

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.

Accepted Answer

Companies often manage multiple brands with distinct personalities to cater to different market segments. This strategy allows them to address diverse consumer needs and preferences without diluting brand identity.

Question 5

Brand personality can be created by packaging and store displays.

Accepted Answer

Packaging and store displays can convey certain traits and emotions associated with a brand, contributing to its overall personality.

Question 6

George Billings proposed a set of promotions to help customers identify with his company's new product. His promotion would turn the product into a superhero who is brave and strong, but who is also shy and quiet. George's co- worker Alice maintains that customers will never be able to assign all these personality characteristics to the product. George and Alice's supervisor bets that George is correct. Given the discussion in the text, this would be a wise choice.

Accepted Answer

The text states that "customers will be able to assign all these personality characteristics to the product."

Question 7

Jason is known to be a person who is concerned with social issues, is open to change, a successful businessman. Mark is known to be a person who is concerned with meeting the needs of the moment. Because meeting the needs of the moment requires a constantly supply of resources, Mark would have access to more resources than Jason.

Accepted Answer

Mark is known to be a person who is concerned with meeting the needs of the moment. Because meeting the needs of the moment requires a constantly supply of resources, Mark would have access to more resources than Jason.

Question 8

Amy West believes that understanding personality differences in customers is key to knowing
what colours they will prefer in the product. Amy thinks that she can successfully test her theory by using standard personality trait measures. Amy's methodology is likely to be successful.

Accepted Answer

The answer of Amy West believes that understanding personality differences...

Question 9

"Single source data" describes a new marketing research technique which allows a variety of product usage projections to be made from the single fact of where a consumer lives.

Accepted Answer

Single source data refers to data collected from the same source, typically combining information on consumer behavior, media exposure, and purchase data, not just based on where a consumer lives.

Question 10

Psychographic segmentation is great for defining a target market, but not a good method to use for marketing social and political issues.

Accepted Answer

Psychographic segmentation can be very effective for marketing social and political issues as it targets people's values, beliefs, and lifestyles, which are crucial in these areas.

Question 11

When a young child incorporates the beliefs and ethics of his parents into his own psyche, according to Freudian theory, he is essentially building a superego.

Accepted Answer

According to Freudian theory, the superego develops as a result of the child internalizing the moral standards and values of his parents and society. Therefore, when a child incorporates the beliefs and ethics of his parents, he is building his superego.

Question 12

In his research work, Ernest Dichter strongly opposed applying Freudian theories to the solution of marketing problems.

Accepted Answer

Ernest Dichter was a proponent of applying Freudian theories to marketing, using psychoanalysis to understand consumer behavior and motivations.

Question 13

Research has indicated that there may be some value to the use of a neo- Freudian theory that people are of three types: compliant, detached, or aggressive, and that each type prefers different kinds of products.

Accepted Answer

Neo-Freudian theories, such as those proposed by Karen Horney, suggest that personality types (compliant, detached, aggressive) influence consumer behavior and product preferences.

Question 14

Despite criticisms of motivation research, the technique is still used as a valuable diagnostic tool.

Accepted Answer

Motivation research, despite its criticisms, continues to be used because it provides insights into consumer behavior and underlying motivations, which can be valuable for developing marketing strategies.

Question 15

A rule of thumb says only 25 percent of product's users account for 75 percent of the volume of products sold.

Accepted Answer

The rule of thumb commonly referred to is the "80/20 rule" or Pareto Principle, which states that roughly 80% of effects come from 20% of causes, not 25% and 75%.

Question 16

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.

Accepted Answer

Strivers are motivated by achievement and are concerned about the approval of others. They are also typically risk-averse and prefer structured environments, which aligns with Beth's distaste for uncertainty.

Question 17

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.

Accepted Answer

Lifestyle in an economic sense refers to the choices individuals make regarding how they spend their income on various goods, services, and brands, reflecting their preferences and priorities.

Question 18

Janice feels that she makes many of her decisions based on the fact that she is an introvert. Introversion seems to affect her taste in clothes, outside activities, and even her independence. Janice is making consumption decisions based on trait theory.

Accepted Answer

Trait theory suggests that individual personality traits, such as introversion, influence behavior and decision-making, including consumption choices.

Question 19

Rachel could be classified as idiocentric, while her friend Ruth could be classified as allocentric. If they went to a restaurant together Rachel would be more likely than Ruth to avoid ordering foods that are high in cholesterol, has high salt content, or has a high amount of fat.

Accepted Answer

Idiocentric individuals, like Rachel, are more self-focused and may prioritize personal preferences over health concerns, while allocentric individuals, like Ruth, are more community-focused and may consider health impacts more seriously.

Question 20

The psychographic research approach could be useful in the study of social issues such as alcohol abuse.

Accepted Answer

Psychographic research focuses on understanding individuals' lifestyles, values, attitudes, and behaviors, which can provide insights into the underlying factors contributing to social issues like alcohol abuse.

Quiz 6: The Self and Gender Identity