Question 1

In the VALS framework,consumers motivated by self-expression desire social or physical activity,variety,and risk.One segment of the two self-expression-motivated groups,known as ________,have high resources and are social and spontaneous.They are first in,first out of trend adoption.
A)Experiencers
B)Believers
C)Makers
D)Achievers
E)Thinkers

Accepted Answer

High-resource Experiencers are social and spontaneous.They are first in,first out of trend adoption.

Question 2

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.

Accepted Answer

Key term definition-lifestyle.

Question 3

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.

Accepted Answer

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.

Question 4

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.

Accepted Answer

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 (

Question 5

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.

Accepted Answer

Psychographics is a catchall label used to describe a variety of segmentations such as those based on behaviors,attitudes,activities,interests,opinions,and social values.

Question 6

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.

Accepted Answer

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.

Question 7

In the VALS framework,consumers motivated by self-expression desire social or physical activity,variety,and risk.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

Accepted Answer

Low-resource Makers protect what they think they own.They may appear to be anti-intellectual.

Question 8

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

Accepted Answer

Self-expression-motivated VALS groups are those who want to make an impact on their world.Self-expression-motivated groups consist of Experiencers and Makers.

Question 9

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.

Accepted Answer

Pepsi-Cola changed the importance of the attribute of "freshness" for 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.

Question 10

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

Accepted Answer

Ideals-motivated VALS groups are those who are guided by knowledge and principle.Ideal-motivated groups consist of Thinkers and Believers.

Question 11

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 better their lives,they have difficulty doing so.
A)Strivers
B)Experiencers
C)Believers
D)Makers
E)Survivors

Accepted Answer

Low-resource Strivers live in the moment.Although they would like to better their lives,they have difficulty doing so.

Question 12

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.

Accepted Answer

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.

Question 13

In the VALS framework,consumers motivated by ideals are guided by knowledge and principles.One segment of the two Ideals-motivated groups,known as ________,have fewer resources and are not looking to change society.They believe in right/wrong for a good life.
A)Experiencers
B)Believers
C)Makers
D)Achievers
E)Thinkers

Accepted Answer

Low-resource Believers are not looking to change society.They believe in right/wrong for a good life.

Question 14

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

Accepted Answer

High-resource Achievers have a me-first,my family-first attitude.They are anchors of the status quo.

Question 15

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.

Accepted Answer

Key term definition-lifestyle.

Question 16

In the VALS framework,consumers motivated by ideals are guided by knowledge and principles.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

Accepted Answer

High-resource Thinkers are the old guard.They have "ought" and "should" benchmarks for social conduct.

Question 17

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

Accepted Answer

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.

Question 18

VALS 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)confidence

Accepted Answer

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.

Question 19

In the VALS framework,achievement-motivated consumers who have lower levels of education and household income than Achievers are called
A)Believers.
B)Experiencers.
C)Strivers.
D)Makers.
E)Survivors.

Accepted Answer

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.

Question 20

The analysis of consumer lifestyles is known as
A)demographics.
B)psychographics.
C)social statistics.
D)physiological needs.
E)sociographics.

Accepted Answer

Key term definition-psychographics.

Quiz 5: Understanding Consumer Behavior

In the VALS framework,consumers motivated by self-expression desire social or physical activity,variety,and risk.One segment of the two self-expression-motivated groups,known as ________,have high resources and are social and spontaneous.They are first in,first out of trend adoption.

Lifestyle refers to

Which of the following statements about the VALS framework is false?

The VALS framework segments consumers based on

Which of the following statements about psychographics is most accurate?

The VALS framework

In the VALS framework,consumers motivated by self-expression desire social or physical activity,variety,and risk.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.

VALS groups of consumers who are motivated by ________ are those who want to make an impact on their world.

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

VALS groups of consumers motivated by ________ are those who are guided by knowledge and principle.

In the VALS framework,two segments stand apart based on their abundance or lack of psychological,physical,and material

In the VALS framework,consumers motivated by ideals are guided by knowledge and principles.One segment of the two Ideals-motivated groups,known as ________,have fewer resources and are not looking to change society.They believe in right/wrong for a good life.

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

In the VALS framework,consumers motivated by ideals are guided by knowledge and principles.One segment of the two ideals-motivated groups,known as ________,have higher resources and use "ought" and "should" benchmarks for social conduct.

In the VALS framework,a person's resources include all of the following except which?

VALS 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.

In the VALS framework,achievement-motivated consumers who have lower levels of education and household income than Achievers are called

The analysis of consumer lifestyles is known as