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ConsBeh Quiz 5
chapter 14
| Question | Answer |
|---|---|
| Psychographics combine what 3 variables? | 1. Values 2. Personality 3. Lifestyle |
| What is one of the most widely known psychographic tool? | Values and Life Style Survey (VALS) |
| VALS is used for what 2 things? | 1. identify potential target markets 2. understand how to communicate with consumers |
| VALS includes only items that relate to __________. | consumer behavior |
| What are the 4 VALS types? | 1. Innovators 2. Thinkers 3. Believers 4. Achievers |
| What are innovators? | individuals that take charge and are sophisticated and curious |
| What is the primary motivation of innovators? | achievement |
| What are thinkers? | individuals that are reflective, informed and content |
| What is the primary motivation of thinkers? | ideals |
| What are believers? | individuals that are literal, loyal and moralistic |
| What is the primary motivation of believers? | ideals |
| What are achievers? | individuals that are goal-oriented, brand-conscious and conventional |
| What is the primary motivation of achievers? | achievement |
| Which 2 VALS types are motivated by achievement? | Innovators and Achievers |
| Which 2 VALS types are motivated by ideals? | Thinkers and Believers |
| What are the 4 ways to create value for targeted customers? | Segmentation, Targeting, Differentiation and Positioning |
| What is Segmentation? | dividing the whole market into smaller segments that might require separate marketing strategies |
| What is Targeting? | selecting the segment(s) to enter |
| What is Differentiation? | differentiating the market offering to create superior customer value |
| What is Positioning? | positioning the market offering in the minds of target customers |
| __________ and __________ select which customers to serve. | Segmentation ; Targeting |
| __________ and __________ decide on a value proposition. | Differentiation ; Positioning |
| What are values? | enduring beliefs that a given behavior or outcome is good |
| Values serve as standards for what? | guiding behavior across situations and over time |
| True/False: We are usually consciously aware of values. | False - We are sometimes NOT consciously aware of values. |
| Values are learnt by __________. | socialization |
| What is the value system? | our total set of values |
| The value system is usually in place by what age? | 10 |
| What are the 4 specific values? | 1. Global 2. Terminal 3. Instrumental 4. Domain-Specific |
| What are global values? | highly enduring, strongly held and abstract values that apply in many situations |
| Global values represent the __________ of an individual's value system. | core |
| What are terminal values? | highly desired end states |
| Social recognition and pleasure are which values? | terminal values |
| Ambition and cheerfulness are which values? | instrumental values |
| What are instrumental values? | values needed to achieve the desired end state |
| What are domain-specific values? | values that may be relevant only in particular areas of activity |
| Achievement of one or more domain-specific values might be instrumental in achieving one or more __________ values. | global |
| What are 10 domain-specific values that characterize Western culture? | 1. Materialism 2. Home 3. Work and Play 4. Individualism 5. Family and Children 6. Health 7. Hedonism 8. Youth 9. Environment 10. Technology |
| Explain materialism as a domain-specific value that characterizes Western culture. | placing importance on money and material goods that make life more enjoyable |
| What is the general feature of materialism? | "the good life" |
| Explain home as a domain-specific value that characterizes Western culture. | stimulates interest in products that enable people to spend more time in their own home |
| What is the general feature of home? | making the product attractive and comfortable |
| Explain work and play as a domain-specific value that characterizes Western culture. | stimulates interest in products that increase productivity and enhances leisure-time activities |
| What is the general feature of work and play? | valuing both the need to work and to enjoy leisure time |
| Explain individualism | |
| What is the general feature of individualism? | being one's self |
| Explain Family and Children as a domain-specific value that characterizes Western culture. | stimulates purchase of products that target family and children |
| What is the general feature of family and children? | ensure family and children welfare |
| Explain Health as a domain-specific value that characterizes Western culture. | stimulates acceptance of food products, activities and equipment perceived to maintain or increase physical fitness |
| What is the general feature of health? | caring about one's body, including the desire to be physically fit and healthy |
| Explain Hedonism as a domain-specific value that characterizes Western culture. | stimulates interest in products that provide pleasure and makes one feel good |
| What is the general feature of hedonism? | pleasure seeking |
| Explain Youth as a domain-specific value that characterizes Western culture. | stimulates the acceptance of products that provide the illusion of maintaining youth |
| What is the general feature of youth? | a state of mind that stresses being young at heart |
| Explain Environment as a domain-specific value that characterizes Western culture. | stimulates patronage of products that help the environment, prevent pollution and conserve natural resources |
| What is the general feature of environment? | conservation of the environment and natural resources |
| Explain Technology as a domain-specific value that characterizes Western culture. | stimulates acceptance of technology related products, especially those that work automatically (and thus are easier to use properly) |
| What is the general feature of technology? | admiration of things employing technology and the belief that it improves the quality of life and makes life easier |
| How do values differ cross-culturally across groups of consumers? | people in different cultures are exposed to different cultural experiences |
| What are the 4 influences on values? | 1. Culture 2. Ethnic Identification 3. Social Class 4. Age |
| What is culture? | a set of traditions, norms and beliefs that are held true by people living in a particular society |
| According to Hofstede, culture varies along what 4 dimensions? | Individuals/Collectivism, Uncertainty Avoidance, Masculinity/Femininity and Power Distance |
| What is individualism? | preference for a loosely-knit social framework in which individuals primarily take care of themselves and their immediate family only |
| What is collectivism? | preference for a tightly-knit social framework in which individuals take care of relatives in their extended family as well as members in their particular in-group |
| What is uncertainty avoidance? | the degree to which the members of society feel uncomfortable with uncertainty/ambiguity |
| Uncertainty avoidance explains how a society deals with the fact that the __________ can never be known. | future |
| What is masculinity? | stresses masculine values such as being competitive, risk-taking and independent |
| What is femininity? | stresses feminine values such as being caring, risk-averse and interdependent |
| What is power distance? | whether and how much inequality is present in society |
| How does ethnic identification influence values? | ethnic groups within a larger culture can have values that differ from those in other ethnic subcultures |
| How does social class influence values? | different social classes hold specific values |
| How does age influence values? | members of a generation often share similar values that differ from those of other generations |
| What is the least obtrusive way to measure values? | make inferences based on a culture's milieu |
| What is the means-end chain analysis? | technique showing that values are linked to product attributes |
| Using information gained from the means-end chain analysis, researches do what? | work backward to uncover the values that drive consumer decisions |
| Working backwards to uncover the values that drive consumer decisions provides the means to what? | a desired end state (terminal value) |
| What is an example of means-end chain analysis? attribute: fewer calories | why is this important (benefit)? because I don't want to gain weight why not (instrumental value)? i want to be healthy why (terminal value)? to feel good about myself |
| Marketers can directly assess values by using __________. | value questionnaires |
| What are the 2 types of questionnaires? | Rokeach Value Survey (RVS) and List of Values (LOV) |
| What is the Rokeach Value Survey (RVS)? | a self-administered survey that measures terminal values (personal goals) and instrumental values (ways of reaching personal goals) |
| What is the List of Values (LOV)? | a value measurement survey that identifies customers' 2 most important values |
| Where are these 2 most important values taken from? | a nine-value list based on the terminal values of the RVS |
| What are the 4 marketing implications of values | 1. use values to determine consumption patterns 2. use values to segment markets 3. use values to develop new product ideas 4. use values to develop ad strategy |
| What are consumption patterns? | consumers' preferences |
| What 2 product types are segmented? | luxury products and functional products |
| The more compatible the message, the more likely that what? | consumers are going to be involved and find it relevant |
| What is personality? | distinctive and enduring patterns of thought, emotions and behaviors that characterize each individual's adaptation to the situations of their life |
| Individual personality reflects the way people __________. | act |
| What are the 3 natures of personality? | 1. reflects individual differences 2. consistent and enduring 3. can change |
| What are the 3 research approaches to personality? | 1. Freudian Theory 2. Social-Psychological Theory 3. Trait Theory |
| What are the 3 aspects of Freudian theory? | 1. Id 2. Superego 3. Ego |
| What is id? | warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction |
| What is superego? | individual's internal expression of society's moral and ethical codes of conduct |
| What is ego? | individual's monitor that balances the demands of the id and the superego |
| True/False: Individuals are consciously aware of their true reasons for what they are buying. | False - Individuals are UNCONSCIOUSLY UNAWARE of their reasons for what they are buying. |
| Consumption is a(n) __________ of the individual. | extension |
| What is social-psychological theory? | theory that focuses on the social relationship that form personalities |
| What are the 3 types of predominant mode of response? | 1. Compliant 2. Aggressive 3. Detached |
| Explain compliant individuals. | one who desires to be loved, wanted and appreciated by others |
| Compliant individuals move __________ other people. | towards |
| Explain aggressive individuals. | one who competes with others, desires to excel and to win admiration |
| Aggressive individuals move __________ other people. | against |
| Explain detached individuals. | one who desires independence, self-sufficiency and freedom from obligations |
| Detached individuals move __________ other people. | away from |
| What is trait theory? | theory that proposes that personality is composed of characteristics that describe and differentiate individuals |
| Trait theory focuses on the __________ measurement of personality traits. | quantitative |
| What are the 5 specific traits that are relevant to consumer behavior? | 1. Innovativeness 2. Materialism 3. Need for Cognition 4. Frugality 5. Ethnocentrism |
| Personality is linked to what 2 things? | 1. how consumers make their choices 2. consumption of a broad product category |
| True/False: Personality is linked to the consumption of a specific brand category. | False - Personality is linked to the consumption of a BROAD PRODUCT category. |
| What are the 9 types of personality characteristics that are more related to consumer behavior than others? | 1. Optimal stimulation level 2. Dogmatism 3. Need for uniqueness 4. Creativity 5. Susceptibility to influence 6. Frugality 7. Self-monitoring 8. National character 9. Need for cognition |
| What is the optimal stimulation level? | people's preferred level of stimulation (arousal) |
| What is usually the preferred level of stimulation? | moderate |
| What id dogmatism? | tendency to be resistant to change or new/unfamiliar ideas |
| Explain consumers that are low in dogmatism. | open-minded: more likely to prefer innovative products to established/traditional alternatives |
| Explain consumers that are high in dogmatism. | closed-minded: tend to be resistant to new products, promotions and ads |
| Highly dogmatic consumers tend to be more receptive to what kind of ads? | ads for new products that contain an appeal from an authoritative figure |
| What is the need for uniqueness? | desire for novelty through the purchase, use and disposal of products |
| What is creativity? | departure from conventional consumption practice in a novel and functional way |
| What is the susceptibility to influence? | consumers' desire to enhance their image as observed by others and a willingness to be influenced by others |
| What is frugality? | the degree to which consumers take a disciplined approach to ST acquisitions are are resourceful in using products to achieve LT goals |
| What is self-monitoring? | the degree to which individuals look to others for cues on how to behave |
| What is national character? | the broadly generalized personality of a country |
| What is the need for cognition? | a person's craving for the enjoyment of thinking |
| Consumers that have a high NFC are more likely to respond to what kind of ads? | ads rich in product-related information |
| Consumers that have a low NFC are more likely to respond to what aspect of ads? | the background or peripheral aspects of an ad |
| What are lifestyles? | people's patterns of behavior |
| Lifestyles relate closely to __________ and __________. | values ; personality |
| Values and personality represent __________ states. | internal |
| Lifestyle is represented by what 3 things? | 1. Activities 2. Interests 3. Opinions |
| What are the 3 marketing implications of lifestyles? | 1. Market segmentation 2. Communications 3. New product ideas |
| Explain how marketers can use market segmentation when studying lifestyles. | use lifestyles to identify consumer segments for various offerings |
| What are the 3 tools in using communication as a marketing implication for lifestyles? | 1. ad messages and promotions 2. specific media used by consumers 3. media usage patterns |
| How do marketers develop new product ideas? | by uncovering unfulfilled needs for certain lifestyle segments |
Created by:
fletcheral
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