Question 1

A ________ consists of the activities an individual is expected to perform, according to the people around him/her.

Accepted Answer

A role refers to a set of expectations or behaviors attributed to a particular social position or status, which are defined by the people around the individual. It includes specific behaviors, duties, and responsibilities that an individual is expected to perform based on their position or social identity. A motive refers to the underlying reason or drive that influences an individual's behavior or actions. Lifestyle and life cycle refer to broader concepts that encompass a range of factors and stages in an individual's life, and perception refers to how an individual interprets and understands sensory information.

Question 2

A marketer of women's hair care products targeting Chinese customers created an advertising message that told women their hair could be worn any way they wanted as opposed to wearing it straight. The message suggested the women did not need to conform to the mainstream media definition of beauty. It is most accurate to say that this ad was based on an understanding of customers' ________.

Accepted Answer

The ad is based on an understanding of the customers' self-concept, specifically their desire to not conform to mainstream beauty standards.

Question 3

A person's buying choices are influenced by four major psychological factors. Which of the following is NOT one of these factors?

Accepted Answer

Association is not considered one of the major psychological factors influencing buying choices; the main factors are motivation, perception, learning, and beliefs.

Question 4

A current trend in the United States involves rediscovering the benefits of home-cooked food and the use of organic ingredients. People are choosing to spend hours in the kitchen using only the freshest ingredients to cook healthy and nutritious meals. This change in ________ is one of the reasons for the increasing demand for organic ingredients.

Accepted Answer

The trend described in the passage is a change in lifestyle, as people are choosing to spend more time cooking at home with organic ingredients. The other choices (self-concept, subculture, personality, and life-cycle) do not adequately describe the societal shift towards home-cooking and organic ingredients.

Question 5

Shoez Inc., a manufacturer of shoes, has recently launched a brand of sturdy shoes ideal for hiking and other outdoor activities. Which of the following brand personalities could be best associated with the new brand?

Accepted Answer

The brand of sturdy shoes ideal for hiking and other outdoor activities could best be associated with the ruggedness brand personality, which conveys toughness and durability, which is desirable for products designed for outdoor use.

Question 6

Consumer information provider Nielsen uses a life-stage segmentation system that places U.S. households into one of 66 different life-stage groups. According to Nielsen's groups, which of the following refers to the group consisting of hip, single twenty-somethings who are politically liberal, listen to alternative music, and enjoy lively nightlife?

Accepted Answer

The answer of Consumer information provider Nielsen uses a life-stage...

Question 7

Life-stage segmentation allows marketers to create targeted, actionable, and ________ campaigns based on how people consume and interact with brands.

Accepted Answer

Life-stage segmentation enables marketers to create personalized campaigns that resonate with specific age groups or life stages. By understanding the needs, preferences, and behaviors of different customer segments, businesses can tailor their marketing messages and content to appeal to the unique characteristics of each demographic. Personalization is crucial in creating effective marketing campaigns because it allows businesses to connect with their audience on a deeper level, build trust and loyalty, and ultimately drive sales.

Question 8

Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities-that is, "we are what we consume." According to this premise, consumers ________.

Accepted Answer

The self-concept premise suggests that people buy products that align with and support their self-image and identity. So, option A is the correct answer. The other options are not directly related to the concept of self-concept premise.

Question 9

________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individual's activities, interests, and opinions.

Accepted Answer

Lifestyle refers to the way a person lives, including their activities, interests, and opinions. It can influence a person's purchasing decisions, as they may be drawn to products and services that align with their lifestyle. Understanding a target audience's lifestyle can be useful in developing effective marketing strategies.

Question 10

In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands for ________.

Accepted Answer

The letter "A" in AIO stands for activities, which refers to the specific behaviors or actions that a consumer engages in that may be informative about their lifestyle.

Question 11

According to Freud, a person's buying decisions are primarily affected by ________.

Accepted Answer

According to Freud's theory of psychoanalysis, a person's subconscious desires and motives influence their behavior, including their buying decisions. Therefore, subconscious motives drive consumer behavior more than family influences, societal expectations, brand images, or cultural norms.

Question 12

________ refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

Accepted Answer

Motivation research is a technique used to understand the underlying, often unconscious, desires and motivations that shape consumer behavior. This type of research generally involves in-depth interviews or focus groups to uncover attitudes, beliefs, and emotions that drive consumer decision-making.

Question 13

Which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand?

Accepted Answer

Brand personality refers to the set of human characteristics associated with a brand. It is distinct from brand identity, which encompasses the visual and aesthetic elements of a brand, and brand perception, which refers to the overall impressions and attitudes that people have towards a brand. Brand concept and brand equity are also important concepts in branding, but they do not specifically refer to the mix of human traits associated with a brand.

Question 14

________ refers to the unique psychological characteristics that distinguish an individual or group.

Accepted Answer

Personality refers to a set of individual traits and characteristics that shape an individual's behavior, feelings, and thoughts, and distinguishes them from others. Attitudes, beliefs, perceptions, and self-awareness may be components of personality, but personality is a broader construct that encompasses a range of psychological traits and characteristics.

Question 15

Since a person's economic situation will affect her store and product choices, marketers watch trends in spending, personal income, interest rates, and ________.

Accepted Answer

The answer of Since a person's economic situation will affect...

Question 16

A ________ is a need that is sufficiently pressing to direct a person to seek satisfaction.

Accepted Answer

A motive is a need or desire that motivates someone to take action in order to fulfill that need or desire. It is a driving force behind a person's behavior and decision-making.

Question 17

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept.

Accepted Answer

Personal characteristics such as age, life-cycle stage, occupation, economic situation, lifestyle, personality, and self-concept have a significant impact on a buyer's decisions. Understanding these characteristics can help marketers develop targeted marketing strategies. Stereotypes, perceptions, attitudes, and psychographics can also influence a buyer's decisions, but they are not as broad in scope as personal characteristics.

Question 18

Life-stage changes usually result from ________.

Accepted Answer

Life-stage changes typically result from significant life-changing events such as marriage, having children, losing a job, or experiencing a major illness. Birthdays, mentors, friends, and siblings may impact a person's life, but they are not necessarily associated with life-stage changes.

Question 19

Many marketers now use ________ research to dig deeply into consumer psyches and develop better marketing strategies.

Accepted Answer

Interpretive research focuses on understanding the meanings and interpretations that consumers give to their experiences and behaviors, allowing marketers to gain insight into how consumers think and make decisions. This insight can then inform better marketing strategies.

Question 20

Harley-Davidson promotes its motorcycles with images of independence, freedom, and power. Harley-Davidson has created a ________.

Accepted Answer

Harley-Davidson has created a brand personality that is associated with concepts such as independence, freedom, and power. The brand's advertising and marketing strategies are designed to evoke certain emotions and associations in consumers, which is a key aspect of brand personality.

Quiz 5: Consumer Markets and Buyer Behavior