Q&A Hero

Q: ________ reflects how consumers would like to see themselves, whereas ________ refers to how consumers would like others to see them. A) Ideal self-image; ideal social self-image B) Actual self-image; ideal self-image C) Social self-image; self-image D) Actual social self-image; ideal social self-image E) Ideal self-image; actual social self-image

Q: ________ is how consumers actually see themselves, whereas ________ refers to how consumers would like to see themselves. A) Ideal self-image; ideal social self-image B) Actual self-image; ideal self-image C) Social self-image; self-image D) Actual social self-image; ideal social self-image E) Ideal self-image; actual social self-image

Q: Which of the following is NOT one of the five underlying dimensions of a brand's personality? A) sincerity B) excitement C) competence D) ruggedness E) cosmopolitanism

Q: ________ is communicating human features of the product in advertising. A) Brand zealotry B) Extended self C) Sophistication D) Color E) Brand personification

Q: The notion of ________ suggests that consumers attribute various descriptive personality-like traits or characteristics to different brands. A) brand personality B) consumer dogmatism C) consumer innovation D) consumer need for cognition E) sensation seeking

Q: "Buy American" and "Keep America Working" are both tag-lines used by companies to attract the ________ consumer. A) dogmatic B) ethnocentric C) innovative D) variety-seeking E) compulsive

Q: Renee likes to try on some of the newest clothes each season to see how she looks in the styles, and prefers to buy clothes that are very unusual. Renee is best described as ________. A) having a high optimum stimulation level B) highly dogmatic C) highly ethnocentric D) having a low optimum stimulation level E) minimally ethnocentric

Q: When describing consumer innovativeness, the term "global innovativeness" refers to ________. A) a pattern of actions or responses that indicate early acceptance of change and adoption of innovations B) a high level of demonstrated consumer ethnocentrism C) a tendency for innovativeness to exist independent of any context D) a high degree of rigidity that an individual displays toward the unfamiliar E) a tendency for innovativeness to exist within a very specific domain or product category

Q: The likelihood of a consumer accepting or rejecting foreign-made products is known as ________. A) consumer ethnocentrism B) consumer innovativeness C) consumer understanding D) consumer perception E) consumer materialism

Q: Which of the following is NOT a characteristic of compulsive buyers? A) Compulsive buyers feel compelled to spend all or part of their money. B) Compulsive buyers buy products they do not need despite having little money left. C) Compulsive buyers feel others would be horrified if they knew about their shopping habits. D) Compulsive buyers are more likely to be males (75% of compulsive buyers). E) Compulsive buyers knowingly write checks that will bounce.

Q: Georgiana collects matchbooks from hotels and restaurants she has visited around the world. She is passionate about her matchbooks and goes out of her way to acquire more, even if she needs to plan a special trip to do so. This is an example of ________. A) ethnocentrism B) innovativeness C) fixated consumption D) materialistic consumption E) compulsive consumption

Q: ________ define themselves by acquiring possessions. A) Object visualizers B) Spatial visualizers C) Highly materialistic consumers D) Verbalizers E) Highly dogmatic consumers

Q: A recent study discovered that consumers who scored high on ________ and innovativeness were more likely to incorporate volunteerism into their vacations. A) dogmatism B) ethnocentrism C) need for cognition D) sensation seeking E) materialism

Q: Which of the following is NOT a statement that is illustrative of opinions of an individual with a high Need for Uniqueness? A) I like to seek out unusual gifts for myself. B) I enjoy it when others tell me my taste is different or uncommon. C) I work at maintaining my own unique persona. D) Some of my acquaintances think I'm somewhat weird in my seeking to be different. E) I like to stay up to date with current clothing styles and fashion trends.

Q: The degree of rigidity towards information and opinion contradictory to one's beliefs and views or close-mindedness; the opposite of being open-minded is known as ________. A) dogmatism B) inner-directedness C) social character D) innovativeness E) need for uniqueness

Q: Which of the following factors is NOT an inspiration for consumer innovativeness? A) functional factors B) material factors C) hedonic factors D) social factors E) cognitive factors

Q: The degree of a consumer's willingness to adopt new products and services shortly after they have been introduced is known as ________. A) consumer ethnocentrism B) consumer innovativeness C) consumer understanding D) consumer perception E) consumer materialism

Q: Trait theory is different from the Freudian and neo-Freudian movements mainly because ________. A) it is very recent B) it is primarily quantitative C) it is primarily qualitative D) it is a very old theory E) it is more subjective

Q: The orientation of trait theory is primarily ________. A) empirical B) qualitative C) subjective D) extroverted E) interpretive

Q: Recent research using Karen Horney's CAD theory found that ________ personalities tend to prefer name-brand products such as Bayer aspirin. A) submissive B) aggressive C) detached D) compliant E) subversive

Q: Consumer research using Karen Horney's CAD theory found that ________ personalities were less likely to be brand loyal and more likely to try different brands. A) submissive B) aggressive C) detached D) compliant E) subversive

Q: According to Karen Horney, ________ individuals desire independence, self-reliance, and self-sufficiency. A) compliant B) subversive C) aggressive D) detached E) obtrusive

Q: Alfred Adler, a neo-Freudian theorist, believed that ________. A) unconscious needs and drives are at the heart of human motivation B) people continuously attempt to establish significant and rewarding relationships with others C) human beings are seeking to attain various rational goals, which he called style of life D) personality is measured in terms of specific psychological characteristics called traits E) personality is largely impacted by child-parent relationships and the individual's desire to conquer feelings of anxiety

Q: Neo-Freudian theorists believe that ________. A) consumption situations are extensions of the consumer's personality B) human drives are largely unconscious C) social relationships are fundamental to the formation and development of personality D) consumers are primarily unaware of their true reasons for making decisions E) consumer purchases are a reflection of an individual's personality

Q: According to Freud's theories, the ________ functions as an internal monitor that helps balance the impulses stimulated by biogenic needs and the constraints applied by the sociocultural setting. A) super-id B) self-image C) ego D) superego E) id

Q: According to Freud's theories, the ________ is responsible for ensuring that the individual satisfies needs in a socially acceptable fashion. A) superego B) id C) ego D) super-id E) self-image

Q: Using sexual imagery to sell a product primarily appeals to Freud's conceptualization of the ________. A) ego B) self-image C) superego D) id E) super-id

Q: According to Freud's theories, the ________ is a conceptualization of the basic biogenic needs for which the individual seeks immediate satisfaction without concern for the specific means of satisfaction. A) ego B) id C) super-id D) self-image E) superego

Q: Sigmund Freud's psychoanalytic theory of personality is built on the premise that ________ are at the heart of human motivations and personality. A) social relationships B) conscious decision-making processes C) efforts to avoid anxiety D) efforts to overcome inferiority E) unconscious needs or drives

Q: Stacy notes that, after her freshman year of college, her daughter is more mature and is willing to listen to points of view other than those with which she agrees. This supports the contention that personality ________. A) is consistent B) reflects individual differences C) can change D) is more apparent in childhood than in adulthood E) is enduring

Q: The mother who comments about her teenage son that her child "has been impulsive from the day he was born," is supporting the contention that personality ________. A) is enduring B) can change C) reflects individual differences D) is more apparent in childhood than adulthood E) develops as a result of social circumstances

Q: In the study of personality, three distinct properties are of central importance. These are that ________. A) personality reflects individual differences, personality is consistent and enduring, and personality can change B) personality reflects similarities between individuals, personality is consistent and enduring, and personality can change C) personality reflects individual differences, personality is consistent and enduring, and personality does not change D) personality reflects similarities between individuals, personality is consistent and enduring, and personality does not change E) personality reflects individual differences, personality is inconsistent and fleeting, and personality can change

Q: The emphasis in the definition of personality is on inner characteristics, which are ________. A) those characteristics of an individual that are not readily apparent to others B) those characteristics which individuals try to hide from others C) those characteristics that distinguish one individual from others D) those characteristics that make one individual similar to others E) those characteristics that constitute the individual's ideal self-image

Q: The inner psychological characteristics that both determine and reflect how a person responds to his or her environment compose an individual's ________. A) role B) self-image C) individuality D) personality E) status

Q: ________ is based on the premise that consumers are not always aware of the reasons for their actions. A) Psychological research B) Motivational research C) Physiological research D) Market research E) Segmentation research

Q: The psychoanalyst that adapted Freud's psychoanalytical techniques to study motivations and consumer buying habits was ________. A) Abraham Maslow B) Earnest Dichter C) Henry Murray D) Karen Horney E) Henry Ford

Q: Oftentimes consumer research respondents may be unaware of their motives or are unwilling to reveal them when asked directly. In such situations, researchers use ________ to delve into the consumer's unconscious or hidden motivations. A) quantitative techniques B) projective techniques C) Likert scales D) telephone surveys E) empirical techniques

Q: People with a high ________ tend to be more self-confident, enjoy taking calculated risks, actively research their environments, and value feedback. A) need for prestige B) need for power C) need for affiliation D) need for achievement E) need for affection

Q: According to the trio-of-basic-needs theory, the ________ is closely related to the ego need. A) affection need B) affiliation need C) power need D) prestige need E) achievement need

Q: According to the trio-of-basic-needs theory, the trio of basic needs includes ________. A) power, affiliation, and achievement B) prestige, affiliation, and achievement C) environment, affection, self-actualization D) achievement, affection, power E) safety, physical satisfaction, social belonging

Q: According to Maslow's hierarchy-of-needs theory, the need for ________ refers to an individual's desire to fulfill his or her potential. A) self-actualization B) safety and security C) physiological well-being D) social acceptance E) egoistic fulfillment

Q: Egoistic needs can take either an inward or an outward orientation, or both. Outwardly directed ego needs reflect an individual's need for ________. A) self-acceptance B) personal satisfaction with a job well done C) reputation D) independence E) self-esteem

Q: Egoistic needs can take either an inward or an outward orientation, or both. Inwardly directed ego needs reflect an individual's need for ________. A) reputation B) prestige C) self-esteem D) recognition from others E) status

Q: Almost all personal care and grooming products, as well as most clothes, are bought to satisfy ________. A) growth needs B) physiological needs C) social needs D) self-actualization needs E) safety and security needs

Q: According to Maslow, ________ are the first and most basic level of human needs. A) egoistic needs B) physiological needs C) self-actualization needs D) safety and security needs E) social needs

Q: Savings accounts, insurance policies, and education are all means by which individuals satisfy the need for ________. A) self-actualization B) self-esteem C) safety and security D) social acceptance E) self-fulfillment

Q: According to Maslow's hierarchy of needs, protection, order, and stability are examples of ________. A) self-actualization needs B) egoistic needs C) social needs D) safety and security needs E) physiological needs

Q: According to Murray's list of psychogenic needs, need for dominance/power may conflict with ________. A) needs associated with inanimate objects B) need for prestige/ambition C) need for affiliation/affection D) need for achievement E) need for information

Q: People sometimes resolve frustration by inventing plausible reasons for being unable to attain their goals or deciding that the goal is not really worth pursuing. This is known as ________. A) aggression B) rationalization C) withdrawal D) projection E) regression

Q: An individual may redefine a frustrating situation by assigning blame for his or her own failures and inabilities on other objects or persons. This is known as ________. A) aggression B) rationalization C) withdrawal D) projection E) regression

Q: Aggression and rationalization are examples of ________ that people sometimes adopt to protect their egos from feelings of failure when they do not attain their goals. A) fulfillment mechanisms B) defense mechanisms C) substitute goals D) subjective criteria E) secondary behaviors

Q: Failure to achieve a goal often results in feelings of ________. A) achievement B) aspiration C) self-awareness D) personal promotion E) frustration

Q: A(n) ________ can take the place of a primary goal when an individual cannot attain a specific goal or type of goal that is expected to satisfy certain needs. A) specific goal B) biogenic goal C) substitute goal D) secondary goal E) objective goal

Q: Describe three of the commonly used positioning strategies and provide an example of each.

Q: What steps are involved in the positioning process?

Q: What is showrooming? Provide an example of how a retailer might combat it.

Q: What questions can be answered using predictive analytics?

Q: Position a health club offering to one of the VALS segments. In your description of the positioning for the segment, please note the segment's primary motivation, level of resources, level of innovativeness, and values and consumption patterns.

Q: Provide an example of how a demographic variable has been used to position a product to a target market.

Q: List the reasons all segmentation plans include demographic data.

Q: What is the difference between behavioral data and cognitive data? Explain the difference in measurement and provide examples of consumer-intrinsic and consumption-based information associated with each type.

Q: Identify and discuss the five criteria that make market segments effective targets.

Q: Distinguish between targeting, positioning, and segmentation. In your response, please indicate the correct order for the three steps.

Q: The sixth step in the positioning process is to create a positioning statement focused on the benefits and value that the product provides and use it to communicate with the target audiences.

Q: Showrooming sends promotional alerts to the smartphones of customers who opt-in when the customers enter or near the store.

Q: Long stays and repeat visits to a product's website are not related to high levels of product and purchase involvement or purchase intentions.

Q: Consumers belonging to the VALS segment called Believers is motivated by desire for achievement and have moderate resources, so they are trendy and seek approval from others.

Q: Donor Greens do not care about wildlife or environmental issues, so they do not engage in environmentally friendly behaviors or feel guilty about adversely impacting the environment.

Q: P$YCLE segments consumers based on the household's lifestage class.

Q: "Tourism of Doom" characterizes a travel industry market segment that pays high prices to travel to places that are threatened due to climate change.

Q: Culturally distinct segments cannot be prospects for the same product and can only be targeted efficiently with unique promotional appeals for unique products.

Q: P & G is worried about the financial hardship of America's upper class, which amounts to 40% of the country's households.

Q: Social class is commonly computed as a weighted index of age, income, and education.

Q: The traditional family life cycle will go through the following stages: bachelorhood, honeymooners, parenthood, post-parenthood and dissolution.

Q: Education, occupation, and income tend to be closely correlated.

Q: The family life cycle is a classification of the phases most families go through and each stage represents an important target segment to many marketers.

Q: Consumers in different social classes tend to vary in terms of values, product preferences, and buying habits.

Q: Hardship in making buying decisions is more typical of older, less-educated consumers.

Q: Demographic variables can reveal ongoing trends that signal business opportunities, such as shifts in age and income distribution.

Q: Geographic characteristics serve as the core of almost all segmentations.