Question 1

Sometimes Willy does not know how he is going to meet his everyday needs; he feels like a real survivor.According to the VALS typology,he can fit into which of the following groups?

Accepted Answer

The VALS typology defines "survivors" as individuals who have lower incomes, little education, and feel uncertain about their future. Willy's description of not knowing how he is going to meet his everyday needs and feeling like a survivor aligns with this category.

Question 2

AIO statements consist of consumer responses identifying their:

Accepted Answer

AIO statements typically consist of consumer responses indicating their activities (what they do), interests (what they like), and opinions (what they think). Therefore, option D is the correct choice. Option A is incorrect because it includes "outcomes," which are not typically included in AIO statements. Option B is incorrect because it only includes "activities" and "interests," but not opinions. Option C is incorrect because it includes "opinions" and "attention," but not "activities" and "interests."

Question 3

Doug comes from a family background where a strong ethical code was developed at an early age.He has few resources,but he tends to favour brands that are tried and true.According to the VALS typology,he can fit into which of the following groups?

Accepted Answer

Believers are individuals who have strong principles and seek to align their behavior with a set of morals or values. They are often motivated by a sense of duty and responsibility, which may stem from family, religion, or a strong ethical upbringing. Their conservative attitudes towards spending often lead them to favor tried and true brands, despite having limited financial resources. This description fits Doug's characteristics well.

Question 4

All of the following statements about psychographics are true,EXCEPT:

Accepted Answer

The answer of All of the following statements about psychographics...

Question 5

Erin likes to be self-sufficient.She grows her own vegetables,mows her own lawn,paints her house,and does her own repairs.According to the VALS typology,she can fit into in which of the following groups?

Accepted Answer

According to the VALS typology, makers are individuals who prioritize self-sufficiency and self-reliance in their daily lives. They value practical skills, like gardening and home repairs. Therefore, Erin's behavior aligns perfectly with the characteristics of makers.

Question 6

Shopping,club membership,sports,and social events are all illustrations of which of the following lifestyle dimensions?

Accepted Answer

These are all examples of the activities in which individuals engage as part of their overall lifestyle.

Question 7

It is rare to see "tree huggers" hanging out with "tree loggers." This can most likely be traced to:

Accepted Answer

The most likely reason for the lack of interaction between "tree huggers" and "tree loggers" is due to different beliefs. "Tree huggers" are typically known for their advocacy for conservation and preservation of forests, whereas "tree loggers" engage in the extraction of timber from forests. These opposing viewpoints can create a divide between the two groups, making it rare to see them interacting or having common ground.

Question 8

The use of psychological,sociological,and anthropological factors combined with demographic information to identify potential markets is called:

Accepted Answer

The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called psychographic segmentation. Psychographic segmentation is useful because it helps identify the characteristics, values, personalities, attitudes, and lifestyles of potential customers. This in turn helps businesses design marketing campaigns that speak directly to the needs and desires of specific segments of the population.

Question 9

A ________ is a belief that some condition is preferable to its opposite.

Accepted Answer

A value is a belief that some condition is preferable to its opposite. Values guide decisions, actions, and behavior. Morals refer to principles of right and wrong behavior, while needs and wants refer to necessities and desires, respectively, but do not necessarily reflect a preference for one condition over another.

Question 10

The letters of VALS stand for:

Accepted Answer

VALS stands for values and lifestyles, which is a psychographic segmentation tool that classifies people based on their values, beliefs, and attitudes towards life. It helps marketers understand and target their audience more effectively.```

Question 11

A psychographic study of men aged 18-24 who drink and drive found four different groups:

Accepted Answer

The answer of A psychographic study of men aged 18-24...

Question 12

Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking unusual activities,such as trying to climb to the summit of Everest.According to the VALS typology,he can fit into which of the following groups?

Accepted Answer

Experiencers are described as youthful, impulsive, and always seeking some kind of exciting activity. They are not concerned with the future and do not have a lot of resources, but they enjoy life to the fullest. While Jeremy may not fit the "youthful" descriptor, he certainly fits the impulsive and seeking exciting activities part of the profile. The other categories (achievers, strivers, and makers) do not quite fit his description as well.

Question 13

Gen's main focus at the moment is her career,but she chose a government position over a private sector company or entrepreneurial endeavour.According to the VALS typology,she can fit into which of the following groups?

Accepted Answer

Achievers are individuals who are focused on career and work hard to achieve their goals. They often choose stable and prestigious careers in government or established companies rather than taking entrepreneurial risks. Therefore, Gen's focus on her career and choice of a government position align with the characteristics of an achiever according to the VALS typology.

Question 14

Contemporary psychographic research groups consumers according to a combination of all of these variables EXCEPT:

Accepted Answer

Knowledge of past advertising campaigns is not typically considered a variable used to group consumers in contemporary psychographic research. Instead, psychographic research focuses on attitudes, values, behaviors, and interests.

Question 15

Sets of different products with symbolic meanings which are related are called:

Accepted Answer

Sets of different products with symbolic meanings which are related are called consumption constellations. These sets of products are marketed together as a way to appeal to consumers who attach certain symbolic meanings to the products. For example, a consumption constellation for a beach day might include sunscreen, a beach towel, and a cooler.

Question 16

Jill is a vegetarian because of health reasons and Robert is a vegetarian because of animal cruelty concerns.While both may share the same consumption patterns,they differ in what fundamental aspect?

Accepted Answer

Jill and Robert have different values that lead them to make the same consumption choices. Jill's vegetarianism is a personal health choice, while Robert's is driven by a concern for animal welfare. This fundamental difference in values distinguishes their motivations for their dietary choices, even if the outward behavior is the same.

Question 17

Norma Shields is a researcher investigating lifestyles of the rich and famous.This week she is examining her target audience's views on food,the media,fashion,and recreation.Which of the AIO categories does Norma seem to be working on now?

Accepted Answer

AIO stands for "activities, interests, opinions," and Norma's investigation into her audience's views on food, media, fashion, and recreation are all related to their interests. Therefore, Norma is working on the interests category of AIO.

Question 18

As a marketer,you would use psychographic segmentation for all of the following EXCEPT:

Accepted Answer

Psychographic segmentation is used to divide a market based on personality traits, values, interests, and lifestyle choices. It is not used for measuring market volume, which is done through demographic or geographic segmentation.

Question 19

When Naomi went to teach English in Taiwan,it took her ages to become:

Accepted Answer

Acculturation refers to the process of adapting to a new culture, which is what Naomi experienced when she went to Taiwan to teach English. Enculturation refers to the process of learning one's own culture, so this is not the best choice. Easternization is not a commonly used term in this context, and socialization refers to the process of learning social norms and behaviors, which is only a small part of the broader process of acculturation.

Question 20

When interior designers integrate products from many different categories (such as appliances,furnishings,and even artwork)into a unified whole or a specific decorating style,they are relying upon the principle of:

Accepted Answer

The principle being described is product complementarity, which is the concept of combining different products in a way that they complement each other and contribute to a unified whole or specific decorating style. Interior designers often use this principle when selecting products, such as appliances, furnishings, and artwork, that work together to create a cohesive look and feel within a space.

Quiz 6: Personality, Lifestyles, and Values