Question 1

In the context of values that characterize Western cultures, people who value the original article or a faithful reproduction focus on _____.

Accepted Answer

The value of authenticity refers to the importance placed on originality and faithfulness to the original in Western cultures. This is often seen in the art world where pieces that are original and have not been reproduced are highly valued. It is also seen in the food industry where authentic recipes and ingredients are highly sought after.

Question 2

Through student transfer program, Clarke is transferred to a university in Lumeria. Clarke quickly learns the culture of the new country and adapts to it. In this case, Clarke experiences _____.

Accepted Answer

Acculturation refers to the process of adapting to a new culture, which involves learning and adopting new cultural norms, values, and behaviors. In this scenario, Clarke is transferred to a new country and quickly adapts to the culture, which is an example of acculturation. Habituation refers to a decrease in response to a stimulus after repeated exposure, preattentive processing refers to processing sensory information before conscious perception, subliminal perception refers to processing information below the level of conscious awareness, and selective perception refers to the process of filtering and interpreting information based on personal biases and beliefs. None of these concepts apply to Clarke's situation of adapting to a new culture.

Question 3

Which of the following best defines acculturation?

Accepted Answer

Acculturation refers to the process by which individuals learn and incorporate the values and behaviors of a new culture into their existing culture. This can occur through exposure to and interaction with the new culture, as well as through formal education or training. Option A is incorrect as acculturation does not involve analyzing the merits and demerits of one's culture. Option B is incorrect as acculturation does not involve forgetting one's native culture. Option C is incorrect as domain-specific values refer to values that are specific to a certain domain rather than global values, and this has nothing to do with acculturation. Option E is incorrect as avoiding cultural values that are inconsistent with one's native culture is not acculturation, but rather a rejection or resistance to the new culture.

Question 4

According to VALS consumer segments, thinkers have the lowest incomes and focus on meeting basic day-to-day needs.

Accepted Answer

According to VALS consumer segments, thinkers are actually characterized by a higher-than-average income and a focus on achieving a secure and stable life. They are motivated by growth and achievement and are willing to invest in education and self-improvement.

Question 5

Which of the following statements is true of values?

Accepted Answer

Values are often deeply ingrained in a person's belief system and may not be consciously recognized. Additionally, values may vary among individuals within the same group, making choice C incorrect. Choice A is false, as children learn values early on in their development. Choice D is also incorrect, as instrumental values refer to desirable modes of behavior, rather than end states. The most abstract level of values is actually core values, making choice E false.

Question 6

In the context of domain-specific values, which of the following statements is true of materialism?

Accepted Answer

Materialism often leads to a focus on acquiring goods, making consumers more receptive to marketing tactics that emphasize possession and acquisition.

Question 7

FlyBeyond Airlines offers its flyers abundant legroom, gourmet meals, and a large selection of videos on individual screens. In this scenario, FlyBeyond Airlines appeals to _____ of its customers.

Accepted Answer

FlyBeyond Airlines is appealing to customers who prioritize pleasure and luxury (hedonism) by offering abundant legroom, gourmet meals, and a large selection of videos on individual screens.

Question 8

According to Geert Hofstede's study, _____ is the extent to which a culture prefers structured to unstructured situations.

Accepted Answer

Uncertainty avoidance is the extent to which a culture prefers structured over unstructured situations. Value conflict is the extent to which a culture values individualism versus collectivism. Power distance is the extent to which a culture accepts inequality in power distribution. Masculinity is the extent to which a culture values achievement, competitiveness, and assertiveness. Individualism is the extent to which a culture values individual goals over group goals.

Question 9

When consumers operate on the principle of _____, they desire products and services that simply make them feel good.

Accepted Answer

Hedonism refers to the belief that pleasure and happiness are the primary goals in life. When consumers operate on this principle, they prioritize purchases that make them feel good or happy, rather than focusing solely on functionality or practicality.

Question 10

According to consumer segments identified by VALS, formerly known as Values and Lifestyles, strivers have the highest discretionary income, value self-sufficiency, and family.

Accepted Answer

Strivers do not have the highest discretionary income according to VALS; instead, they are characterized by a tendency to follow trends, have lower resources, and aspire to emulate those with greater wealth.

Question 11

Value segmentation refers to:

Accepted Answer

Value segmentation refers to the grouping of consumers by common values. This helps marketers tailor their offerings and messages to specific segments of consumers who share certain values or beliefs.

Question 12

Managers at Sephra Inc., a reputed garment manufacturer, notice that the firm's customers can be grouped according to their purchase decisions. These groups focus on a product's style, price, and durability of the products, respectively. In this case, managers at Sephra Inc. identify the customer groups through _____.

Accepted Answer

The identification of customer groups based on their preferences and values related to product attributes such as style, price, and durability, is an example of value segmentation. This approach helps the company to tailor its marketing mix to the needs and wants of each segment, thus maximizing customer satisfaction and sales. Direct and indirect comparative advertising, acculturation, and demographic segmentation are other market segmentation strategies, but they do not necessarily reflect customers' product-related values or preferences.

Question 13

In the process of acculturation, consumers are more likely to adopt the values of a new culture:

Accepted Answer

Consumers are more likely to adopt the values of a new culture if they view that culture as attractive and as having values similar to their own. When consumers see that their own values align with the values of the new culture, they are more likely to adopt those values. Additionally, when consumers find the new culture to be attractive, they may be more motivated to adopt its values.

Question 14

Misaki Inc., an electronic goods manufacturer, has a research department that collects details about its customers and classifies them according to their values, personality, and lifestyles. This helps the department to develop marketing strategies to suit the preferences of the firm's customers. In this scenario, the research department at Misaki Inc. focuses on its customers' _____.

Accepted Answer

The research department at Misaki Inc. classifies customers according to their values, personality, and lifestyles, which are all aspects of psychographics. Gender, religion, age, and ethnicity are all demographic factors, which may be considered but are not the primary focus of the research department in this scenario.

Question 15

Idiocentric consumers tend to put more emphasis on _____ than allocentric consumers.

Accepted Answer

The traits of idiocentric consumers include self-oriented, assertive, and individualistic. Thus, they tend to put more emphasis on things that support their individual freedom and autonomy, such as personal values or achievement, rather than social relationships or interdependence.

Question 16

_____ are enduring beliefs about abstract outcomes and behaviors that are good or bad.

Accepted Answer

Values are enduring beliefs about abstract outcomes and behaviors that are good or bad. Offerings refer to products or services. Symbols are objects or images that represent a concept or idea. Evoked sets refer to the specific options a consumer considers when making a purchasing decision. Marketing stimuli are the various tools or tactics used by marketers to influence consumer behavior.

Question 17

Which of the following is a feminine value as defined by Geert Hofstede?

Accepted Answer

Quality of life is considered a feminine value according to Hofstede's cultural dimensions. This value emphasizes the importance of harmony, concern for others, and quality of life over materialistic goals and assertive behavior.

Question 18

Which of the following is a terminal value in the prosocial category?

Accepted Answer

Prosocial values are those that focus on the well-being of others and promoting social harmony. Equality promotes fairness and equal treatment for all people, making it a terminal value in the prosocial category. Dogmatism, frugality, hedonism, and materialism do not align with the prosocial category.

Question 19

According to Geert Hofstede's study, _____ is the degree to which a society's members are equal in terms of status.

Accepted Answer

According to Geert Hofstede's study, power distance is the degree to which a society's members are equal in terms of status.

Question 20

Which of the following statements best defines instrumental values?

Accepted Answer

Instrumental values are the values needed to achieve the desired end states, so option E is the best choice. Option A lists examples of terminal values, which are end states. Option B lists other examples of terminal values. Option C is not a definition of instrumental values since they can apply to any area of activities. Option D lists more examples of terminal values.

Quiz 14: Psychographics: Values, Personality, and Lifestyles