Question 1

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product.
A)reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)actively educating consumers about the product's competitive advantages
C)refocusing a consumer's attention from one attribute to another
D)changing beliefs about the extent to which a brand has certain attributes
E)denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 2

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) __________; and (3) adding new attributes to the product.
A)reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)actively educating consumers about the product's competitive advantages
C)changing the perceived importance of attributes
D)refocusing a consumer's attention from one attribute to another
E)denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 3

The VALS framework is an example of
A)a personality assessment.
B)cognitive learning theory.
C)a psychographic system.
D)a study on the hierarchy of needs.
E)geodemographic segmentation.

Accepted Answer

The VALS framework is a psychographic system that classifies individuals into different consumer segments based on their values, attitudes, and lifestyles. It is used for market research and segmentation, as it provides insights into consumers' purchase behaviors and decision-making processes.

Question 4

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by
A)changing beliefs about the extent to which Tums has a specific attribute.
B)changing the perceived importance of a specific attribute.
C)adding a new attribute.
D)reducing the perceived risk.
E)providing stimulus generalization to prospective buyers.

Accepted Answer

The new promotion is emphasizing the health benefits of calcium and positioning Tums as a calcium supplement, which aims to change the perceived importance of the attribute of calcium in Tums. This is an example of changing the perceived importance of a specific attribute.

Question 5

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.
A)Believers
B)Thinkers
C)Makers
D)Experiencers
E)Achievers

Accepted Answer

According to the VALS framework, consumers who are motivated by ideals value knowledge and principle, prioritize moral and ethical values, favor American-made products, and are loyal to familiar and trusted brands. These characteristics match the profile of "Believers" in the framework.

Question 6

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

The VALS groups of consumers motivated by ideals are those who are guided by knowledge and principle. Achievement is motivated by success, while self-expression is motivated by creativity and uniqueness. Rewards is not a motivation factor in the VALS framework.

Question 7

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.
A)reinforcing the consumers' sense of self confidence in making wise purchase decisions
B)adding new attributes to the product
C)refocusing a consumer's attention from one attribute to another
D)actively educating consumers about the product's competitive advantages
E)denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 8

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness an issue for soft drinks. Pepsi is trying 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

By stamping freshness dates on its cans and making freshness an important attribute, Pepsi is trying to change the perceived importance of freshness for soft drinks in the minds of consumers.

Question 9

Another name for the analysis of consumer lifestyles is __________.
A)demographics
B)psychographics
C)social statistics
D)physiological needs
E)sociographics

Accepted Answer

The analysis of consumer lifestyles is known as psychographics, which includes studying the attitudes, values, interests, and personality of individuals to understand their buying behavior. Demographics (A) refers to the statistical data of a population, such as age, gender, income, and education level. Social statistics (C) is a broader term that includes both demographics and other social factors like employment rates, crime rates, and health statistics. Physiological needs (D) refer to the basic needs of individuals, such as food, water, shelter, and sleep. Sociographics (E) is not a commonly used term in marketing research.

Question 10

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two Ideals-motivated groups, known as __________, have fewer resources and are conservative, conventional people with concrete beliefs based on traditional, established codes such as family, religion, community, and the nation.
A)Experiencers
B)Believers
C)Makers
D)Achievers
E)Thinkers

Accepted Answer

The group described in the question - conservative, conventional people with concrete beliefs based on traditional, established codes such as family, religion, community, and the nation - matches the characteristics of the Believers segment of the Ideals-motivated group in the VALS framework. Believers have fewer resources than the other Ideals-motivated group, the Thinkers, and are more focused on traditional values and established institutions.

Question 11

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two ideals-motivated groups, known as __________, includes mature, reflective, and well-educated people who value order, knowledge, and responsibility.
A)Makers
B)Believers
C)Thinkers
D)Survivors
E)Achievers

Accepted Answer

The segment described in the question is the "Thinkers" segment of the ideals-motivated group in the VALS framework. They are defined by their pursuit of knowledge and responsibility, and their desire for order and structure. This segment tends to be older, reflective, and well-educated.

Question 12

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

The description provided in the question refers to lifestyle, which is the answer choice that best fits. Culture refers to the shared values, beliefs, customs, behaviors, and artifacts that characterize a group or society. Psychographics are the study of personality, values, attitudes, interests, and lifestyles. Social class is a group of individuals in a society who share similar economic, social, and cultural positions. Reference group is a group to which an individual or another group is compared.

Question 13

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 is 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 combines psychology, lifestyle, and demographics to uncover consumer motivations for buying and using offerings.
E)Psychographic data is extremely vulnerable to current social trends and therefore is best suited to new market-product combinations rather than existing ones.

Accepted Answer

Psychographics combines psychological, lifestyle, and demographic data to understand consumer motivations for buying and using offerings. It is a useful tool for marketers to create more targeted and personalized messaging and product offerings. It goes beyond traditional demographic information such as age, gender, and income to provide a deeper understanding of consumer attitudes, values, and behaviors.

Question 14

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?
A)changing beliefs about the extent to which a brand has certain attributes
B)changing the perceived importance of attributes
C)adding new attributes to the product
D)providing free trials of the new product
E)obtaining a seal of approval to reduce consumers' risk and encourage purchases

Accepted Answer

The Colgate marketers used the approach of adding a new attribute (the antibacterial agent triclosan) to their product. This is evident from the fact that they were advertising the presence of triclosan in their toothpaste to encourage consumers to purchase their product.

Question 15

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

Lifestyle refers to 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. Option E best describes the concept of lifestyle.

Question 16

The VALS framework segments consumers is 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

The VALS framework segments consumers based on both their primary motivation for buying products (their values and lifestyle) and their resources (their income and education). The other options listed (demographics, product usage, age, gender, where they live, and media usage) may be considered in the VALS framework, but they are not the primary basis for segmentation.

Question 17

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

A consumer's gender and age are not directly used as factors to determine their placement within a VALS consumer segment. Instead, VALS considers a range of demographic, psychographic, and behavioral factors to identify a consumer's primary motivation and segment.

Question 18

In the VALS framework, those consumers who are practical and deliberate information-seekers, and who value durability and functionality in products over styling and newness are called
A)Experiencers.
B)Achievers.
C)Believers.
D)Thinkers.
E)Innovators.

Accepted Answer

Thinkers are practical and deliberate information-seekers who prioritize durability and functionality over styling and newness.

Question 19

In the VALS framework, a person's resources include all of the following EXCEPT:
A)material
B)physical
C)temporal
D)psychological
E)demographic

Accepted Answer

The answer of In the VALS framework, a person's resources...

Question 20

The Ford Escape Hybrid SUV was the first SUV on the market to be powered by both electricity and gasoline. Ford has targeted not only people who are excited about technology but also those who want to contribute to cleaner air. Ford set a goal to attract 20,000 buyers a year for this SUV. Ford is trying to change consumer attitudes 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 the perceived risk of the product.
E)providing stimulus generalization to prospective buyers.

Accepted Answer

The answer of The Ford Escape Hybrid SUV was the...

Quiz 4: Understanding Consumer Behavior

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product.

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) __________; and (3) adding new attributes to the product.

The VALS framework is an example of

Most people already know that Tums, a popular antacid, contains calcium. Today, ads for Tums stress both the fact that it can be used as a calcium supplement and the health benefits of calcium. The new promotion involves changing consumers' attitudes toward Tums by

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. __________ choose familiar products and brands, favor American-made products, and are generally brand loyal.

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

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) __________.

Pepsi-Cola made "freshness" an important product attribute when it stamped freshness dates on its cans. Prior to doing so, few consumers considered freshness an issue for soft drinks. Pepsi is trying to change consumers' attitudes toward its soft drinks by

Another name for the analysis of consumer lifestyles is __________.

In the VALS framework, consumers motivated by ideals are guided by knowledge and principle. One segment of the two ideals-motivated groups, known as __________, includes mature, reflective, and well-educated people who value order, knowledge, and responsibility.

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

Which of the following statements about psychographics is most accurate?

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?

Lifestyle refers to

The VALS framework segments consumers is based on

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

In the VALS framework, those consumers who are practical and deliberate information-seekers, and who value durability and functionality in products over styling and newness are called

In the VALS framework, a person's resources include all of the following EXCEPT: