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Homework answers / question archive / Multiple Choice Questions 1)American Sports Data, Inc

Multiple Choice Questions 1)American Sports Data, Inc

Marketing

Multiple Choice Questions

1)American Sports Data, Inc., which examines trends in sports, found that _____.

            A)  traditional sports are becoming more popular

            B)   team sports are rooted in “fierce individualism”

            C)   the values underlying extreme sports are very different from those of traditional team sports

            D)  extreme sports were experiencing a growing fan base particularly among young women

            E)   extreme sports are just a fad

 

  

 

      2.   Which of the following is considered an outward expression of one's self-concept?

            A)  demographics

            B)   geographics

            C)   lifestyle

            D)  attitudes

            E)   aspirations

 

 

 

      3.   The totality of the individual's thoughts and feelings having reference to himself or herself as an object is known as _____.

            A)  self-concept

            B)   lifestyle

            C)   self-profile

            D)  personal space

            E)   ideal-self

 

 

 

 

      4.   Jennifer sees herself as a loving, caring mother and wife.  She also sees herself as an accomplished professional.  Finally, she sees herself as a good citizen and devoutly religious person who takes the concerns of others seriously and tries to make the world a better place for those less fortunate than she and her family.  This totality of Jennifer's thoughts and feelings about herself is known as her _____.

            A)  inner peace

            B)   inner self

            C)   self-concept

            D)  personal identity

            E)   self-identity

 

  

 

      5.   Which of the following is a dimension of a consumer's self-concept?

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   all of the above

 

 

 

 

      6.   Which dimension of self-concept refers to the individual's perception of who I am now?

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   present self-concept

 

 

 

      7.   Renee sat down and did some serious soul searching.  She wanted to understand her perception of her self-concept of who she is now.  Renee is searching for her _____.

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   present self-concept

 

  

 

 

 

 

      8.   Which dimension of self-concept refers to the individual's perception of who I would like to be?

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   future self-concept

 

 

 

 

 

      9.   Charles was examining his perception of himself as whom he would like to be.  Charles is examining his _____.

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   present self-concept

 

  

 

 

    10.   Which dimension of self refers to how I am or would like to be to myself?

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   present self-concept

 

 

 

 

    11.   Kerri is searching within herself and trying to determine how she would like to be to herself.  Kerri is seeking her _____.

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   present self-concept

 

 

 

 

 

 

 

    12.   One of the major distinctions of self-concept is between _____ and _____ - which is also related to an important value dimension in the U.S. and abroad.

            A)  private self-concept; public self-concept

            B)   personal self-concept; interpersonal self-concept

            C)   actual self-concept; ideal self-concept

            D)  independent self-concept; interdependent self-concept

            E)   present self-concept; future self-concept

 

  

 

 

    13.   Richard is reassessing his life and asking himself, “How am I seen by others?”  He is also asking himself, “How would I like to be seen by others?”  Richard is seeking his _____.

            A)  actual self-concept

            B)   ideal self-concept

            C)   private self-concept

            D)  social self-concept

            E)   real self-concept

 

  

 

 

    14.   Self-concepts have been categorized into two types, which are _____.

            A)  primary and secondary

            B)   manifest and latent

            C)   independent and interdependent

            D)  yin and yang

            E)   direct and indirect

 

  

 

 

    15.   Which type of self-concept emphasizes personal goals, characteristics, achievements, and desires?

            A)  primary self-concept

            B)   individual self-concept

            C)   interdependent self-concept

            D)  independent self-concept

            E)   connected self-concept

 

  

 

 

 

    16.   Individuals with independent self-concepts tend to be _____.

            A)  autonomous

            B)   holistic

            C)   connected

            D)  obedient

            E)   all of the above

 

 

 

 

    17.   Amber tends to be individualistic and prefers to do things her own way.  She lives on her own and decides for herself what she wants to do or how to do things.  Which type of self-concept describes Amber?

            A)  primary self-concept

            B)   individual self-concept

            C)   interdependent self-concept

            D)  independent self-concept

            E)   connected self-concept

 

 

 

 

    18.   Which type of self-concept emphasizes family, cultural, professional, and social relationships?

            A)  group self-concept

            B)   individual self-concept

            C)   interdependent self-concept

            D)  independent self-concept

            E)   connected self-concept

 

  

 

 

    19.   Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected, and relation oriented?

            A)  group self-concept

            B)   individual self-concept

            C)   interdependent self-concept

            D)  independent self-concept

            E)   connected self-concept

 

 

 

 

 

    20.   Barbara derives the meaning of herself from her relationships with her family.  She has never sought a career of her own, and she is most happy when she is “taking care of someone.”  If her grandchildren do not like what is prepared for dinner, she will make them something else.  Which type of self-concept does Barbara have?

            A)  role-based self-concept

            B)   individual self-concept

            C)   interdependent self-concept

            D)  independent self-concept

            E)   connected self-concept

 

 

 

 

    21.   Which of the following statements is FALSE regarding self-concept and culture?

            A)  The self-concept is important in all cultures.

            B)   Those aspects of the self that are most valued and most influence consumption and other behaviors do not vary across cultures.

            C)   An independent construal of the self is based on the predominant Western cultural belief that individuals are inherently separate.

            D)  An interdependent construal of the self is based on the common Asian cultural belief in the fundamental connectedness of human beings.

            E)   all of the above are true

 

 

 

 

    22.   The extended self consists of the self plus _____.

            A)  all others

            B)   family members

            C)   friends

            D)  possessions

            E)   the ideal self

 

 

 

 

 

    23.   Carla and her family lost their home and everything in it in to a fire.  People would console her by saying that at least her family was not harmed and that everything else can be replaced.  She would reply, “I know it was just stuff, but it was our stuff and was special to us.”  This is reflecting Carla's _____.

            A)  self-concept

            B)   extended self

            C)   past self

            D)  ideal self

            E)   personal self

 

 

 

 

 

    24.   An experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment is known as a(n) _____.

            A)  peak experience

            B)   defining moment

            C)   ultimate experience

            D)  ideal experience

            E)   intense experience

 

  

 

 

 

    25.   In recent years, body piercing and tattooing have become additional ways to alter both the extended self and the physical self.  In what way do tattoos have meaning?

            A)  There is the meaning associated with having a tattoo, which makes a statement about the person.

            B)   The location of the tattoo has meaning, with more visible tattoos conveying more rebelliousness or nonconformity.

            C)   The nature of the tattoo is a source of meaning, both private and symbolic.

            D)  a and b

            E)   a, b, and c

 

 

 

 

 

    26.   The tendency of an owner to evaluate an object more favorably than a nonowner is called the _____.

            A)  personal bias effect

            B)   personal relevance effect

            C)   mere ownership effect

            D)  possessive effect

            E)   mere exposure effect

 

 

 

 

 

    27.   What is the most common measurement approach to measuring self-concept?

            A)  semantic differential

            B)   Likert items

            C)   100-point constant-sum scale

            D)  nominal variables

            E)   open-ended questions

 

  

 

 

    28.   A market researcher asked Adam to place an “X” on one of the seven spaces that are placed between several sets of adjectives that best represents how he sees himself on those two opposite adjectives.  This is the most common approach to measuring self-concept and is known as _____.

            A)  semantic differentials

            B)   Likert items

            C)   a 100-point constant-sum scale

            D)  nominal variables

            E)   open-ended questions

 

 

 

 

 

    29.   Self-image congruity influences on brand preference and choice depend on which of the following?

            A)  individual factors

            B)   product factors

            C)   situational factors

            D)  a and b

            E)   a, b, and c

 

  

 

 

    30.   For which type of product is self-image congruity likely to matter more?

            A)  vacuum

            B)   laundry detergent

            C)   perfume

            D)  paper towel

            E)   lawn mower

 

 

 

 

 

 

    31.   Consumers who place heavy weight on the opinions and feelings of others are called _____.

            A)  independents

            B)   interdependents

            C)   high self-monitors

            D)  low self-monitors

            E)   conspicuous consumers

 

 

 

 

 

    32.   Before doing most things, Erin considers what others will think of her actions and how her behavior will affect them.  Others' opinions and feelings really matter to her, more so than most people she knows.  Erin is an example of a(n) _____.

            A)  independent

            B)   thinker

            C)   high self-monitor

            D)  low self-monitor

            E)   conspicuous consumer

 

 

 

 

 

    33.   Consumers who do not place heavy weight on the opinions and feelings of others are called _____.

            A)  independents

            B)   interdependents

            C)   high self-monitors

            D)  low self-monitors

            E)   conspicuous consumers

 

  

 

 

 

    34.   Self-image congruity really doesn't matter much to Sam, particularly because he doesn't usually consider the opinions of others or their feelings when he acts.  Sam would be described as a(n) _____.

            A)  independent

            B)   thinker

            C)   high self-monitor

            D)  low self-monitor

            E)   conspicuous consumer

 

 

 

 

 

 

    35.   _____ is how a person lives.

            A)  Personality

            B)   Self-concept

            C)   Lifestyle

            D)  Subculture

            E)   Consumption

 

  

 

 

 

    36.   Individuals with which type of self-concept are more likely to seek adventure and excitement through travel, sports, and entertainment, to be opinion leaders, and to prefer magazines over TV?

            A)  independents

            B)   interdependents

            C)   self-monitors

            D)  idealists

            E)   doers

 

  

 

 

    37.   Individuals with which type of self-concept are more likely to engage in home and domestic-related activities and entertainment including cooking at home and from scratch?

            A)  independents

            B)   interdependents

            C)   self-monitors

            D)  idealists

            E)   doers

 

 

 

 

 

    38.   Attempts to develop quantitative measures of lifestyle were initially referred to as _____, and is a term that is frequently used interchangeably with lifestyle.

            A)  demographics

            B)   lifeographics

            C)   household life cycle

            D)  psychographics

            E)   personality

 

  

 

 

 

    39.   Which of the following is typically included in a psychographic or lifestyle study?

            A)  attitudes

            B)   values

            C)   activities and interests

            D)  demographics

            E)   all of the above

 

 

 

 

    40.   Carmen was participating in a psychographic study, and several questions pertained to activities and interests.  Questions regarding this aspect of lifestyle include which of the following?

            A)  evaluative statements about other people, places, ideas, products, and so forth

            B)   widely held beliefs about what is acceptable or desirable

            C)   nonoccupational behaviors to which consumers devote time and effort, such as hobbies, sports, public service, and church

            D)  age, education, income, occupation, family structure, ethnic background, gender, and geographic location

            E)   specific media the consumers utilize

 

  

 

 

 

    41.   Which of the following is a lifestyle segment of Porsche owners?

            A)  Enthusiasts

            B)   Fast Forwards

            C)   Traditionalists

            D)  Bon Vivants

            E)   all of the above

 

 

 

 

 

 

    42.   With respect to the specific lifestyle scheme developed by Porsche, which segment of consumers is ambitious and driven, values power and control, and expects to be noticed?

            A)  Top Guns

            B)   Elitists

            C)   Proud Patrons

            D)  Bon Vivants

            E)   Fantasists

 

 

 

 

 

    43.   Rod purchased Porsche to satisfy himself, not to impress others.  He sees this car as a reward for his hard work.  To which segment of Porsche owners does Rod belong?

            A)  Top Guns

            B)   Elitists

            C)   Proud Patrons

            D)  Bon Vivants

            E)   Fantasists

 

 

 

 

    44.   Which of the following is one of the shopping lifestyle segments based on consumer shopping motives?

            A)  Enthusiasts

            B)   Junkies

            C)   Proud Patrons

            D)  Fantasists

            E)   all of the above

 

 

 

 

    45.   Which of the following is NOT one of the shopping lifestyle segments based on consumer shopping motives?

            A)  Minimalists

            B)   Gatherers

            C)   Providers

            D)  Enthusiasts

            E)   Proud Patrons

 

 

 

 

    46.   Which segment of shoppers is primarily motivated by value, not fun and adventure?

            A)  Minimalists

            B)   Enthusiasts

            C)   Traditionalists

            D)  Gatherers

            E)   Providers

 

  

 

 

 

    47.   Veronica is a shopper primarily motivated by enjoyment of shopping for her family and finding the best value.  She's not motivated by fun and adventure.  To which shopping lifestyle segment does Veronica belong?

            A)  Minimalists

            B)   Gatherers

            C)   Providers

            D)  Enthusiasts

            E)   Traditionalists

 

 

 

 

    48.   Which shopping lifestyle segment based on hedonic shopping motives is the youngest and most likely to be female?

            A)  Minimalists

            B)   Gatherers

            C)   Enthusiasts

            D)  Bon Vivants

            E)   Traditionalists

 

  

 

 

 

    49.   Technographics is a technology segmentation scheme that examines lifestyle segments across such technologies and activities as online access, PC ownership, instant messaging, and shopping online.  Which of the following is one of these segments?

            A)  Achievers

            B)   Innovators

            C)   Handshakers

            D)  Minimalists

            E)   Enthusiasts

 

 

 

 

 

    50.   Consumers in which technology segment are optimistic, have a high income, are motivated by entertainment, and are the most likely to shop online, have a mobile phone, and bank online?

            A)  Fast Forwards

            B)   Techno-Strivers

            C)   Gadget Grabbers

            D)  Mouse Potatoes

            E)   Media Junkies

 

  

 

 

 

 

    51.   Thomas is an optimistic individual, earns a high income, and is motivated by his family.  He believes strongly in the value of technology for his family and his children's education, so much so, that each of his children have their own computers with online access.  To which technology lifestyle segment does Thomas belong?

            A)  Fast Forwards

            B)   Handshakers

            C)   Mouse Potatoes

            D)  Gadget Grabbers

            E)   New Age Nurturers

 

  

 

 

 

    52.   What are the two dimensions of the VALS typology of consumers?

            A)  age and gender

            B)   age and stage of family life cycle

            C)   stage of family life cycle and resources

            D)  primary motivation and resources

            E)   primary motivation and age

 

 

 

 

 

    53.   Which of the following is NOT a primary motivation on which the VALS typology is based?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   all of the are primary motivations in the VALS typology

 

  

 

 

 

    54.   In the VALS typology, which primary motivation is characteristic of consumers guided in their choices by their beliefs and principles rather than by feelings or desire for social approval?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   focused motivation

 

  

 

 

 

 

    55.   Pamela is a consumer that is guided in her choices by her beliefs and principles rather than by feelings or desire for social approval.  She tends to purchase products based on functionality and reliability.  Which primary motive is guiding Pamela's behavior?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   focused motivation

 

  

 

 

 

    56.   Consumers driven by which primary motivation strive for a clear social position, are strongly influenced by the actions, approval, and opinions of others, and tend to purchase status symbols?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   focused motivation

 

 

 

 

 

    57.   Bob is a consumer that strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others.  He drives an expensive automobile, and only buys brands of clothing that are considered “status symbols.”  Which primary motivation is driving Bob's behavior?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   focused motivation

 

 

 

 

 

    58.   Action-oriented consumers that strive to express their individuality through their choices and purchase experiences are driven by which primary motivation?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   focused motivation

 

  

 

 

 

 

    59.   Marty is an action-oriented consumer, and he strives to express his individuality through his choices.  He purchases products and services for the experience they can provide him rather than what they might say about him to others.  Which primary motivation is guiding Marty's behavior?

            A)  ideals motivation

            B)   achievement motivation

            C)   self-expression motivation

            D)  realist motivation

            E)   focused motivation

 

 

 

 

 

    60.   Which of the following is a VALS segment of consumers?

            A)  Traditionalists

            B)   Minimalists

            C)   Blue Blood Estates

            D)  Believers

            E)   Enthusiasts

 

  

 

 

 

    61.   Which VALS segment of consumers is comprised of successful, sophisticated, active, take-charge people with high self-esteem and abundant resources and are driven by a mix of motivations?

            A)  Achievers

            B)   Makers

            C)   Innovators

            D)  Thinkers

            E)   Experiencers

 

 

 

 

 

 

    62.   David is a retired attorney who is satisfied and comfortable with his life.  He keeps informed about the world by reading three newspapers a day and attends lectures at the senior activity center near his home.  He is very content with his life, and he tends to center his leisure activities around his home.  He plans his purchases carefully and looks for functionality, value, and durability in the products he buys.  Which VALS segment best describes David?

            A)  Achievers

            B)   Makers

            C)   Innovators

            D)  Thinkers

            E)   Experiencers

 

 

 

 

 

    63.   Which VALS segment consists of consumers that are conservative, conventional people with concrete beliefs based on traditional, established codes of family, church, community, and the nation, and are motivated by ideals?

            A)  Achievers

            B)   Makers

            C)   Believers

            D)  Experiencers

            E)   Innovators

 

 

 

 

 

    64.   Jonathon is a career-oriented person who feels in control of his life.  He values consensus, predictability, and stability over risk, intimacy, and self-discovery.  Convenience and time-saving products and services are important to him and his family due to their hectic lifestyle.  To which VALS segment does Jonathon belong?

            A)  Achievers

            B)   Makers

            C)   Believers

            D)  Experiencers

            E)   Innovators

 

  

 

 

 

 

    65.   Which VALS segment of consumers is style conscious and trendy, has limited education, narrow interests, and money defines success for them?

            A)  Experiencers

            B)   Strivers

            C)   Survivors

            D)  Makers

            E)   Believers

 

  

 

 

    66.   Graham is a college student who is impulsive and somewhat rebellious.  He seeks out variety and excitement, usually looking for something new, offbeat, and risky.  Even though he was old enough, he didn't vote in the last presidential election and is not very interested in world events.  To which VALS segment does Graham belong?

            A)  Experiencers

            B)   Strivers

            C)   Survivors

            D)  Makers

            E)   Believers

 

 

 

 

 

    67.   Leonard is a hardworking individual who works for himself and can do just about any construction or carpentry job around.  He builds cabinets primarily, but he has also done masonry work.  His idea of fun is fixing his truck, and several of his friends and family have him work on their cars as well.  He is unimpressed by material possessions other than those with a practical or functional purpose.  To which VALS segment does Leonard belong?

            A)  Experiencers

            B)   Strivers

            C)   Survivors

            D)  Makers

            E)   Believers

 

 

 

 

 

 

    68.   Which VALS segment of consumers lead the most constricted lives, living simply on limited incomes but are relatively satisfied?

            A)  Experiencers

            B)   Strivers

            C)   Survivors

            D)  Makers

            E)   Believers

 

 

 

 

 

    69.   What is the premise underlying geo-demographic analyses?

            A)  Age is the primary factor influencing lifestyle.

            B)   Lifestyle, and thus consumption, is largely driven by demographic factors.

            C)   Lifestyle, and thus consumption, is largely driven by education.

            D)  Lifestyle cannot be measured, that is why geographic and demographic variables are analyzed.

            E)   Lifestyle, and thus consumption, is based on primary motivations and resources.

 

 

 

 

 

    70.   How many PRIZM segments are there?

            A)  8

            B)   10

            C)   38

            D)  54

            E)   66

 

  

 

 

 

    71.   Which following PRIZM factor is determined by population density, relates to where people live and is strongly related to the lifestyles people lead?

            A)  ethnicity

            B)   geodemographics

            C)   urbanicity

            D)  lifestage

            E)   consensus

 

 

 

 

 

 

    72.   Which of the following is a major PRIZM social group?

            A)  urban

            B)   family life

            C)   mature years

            D)  younger years

            E)   all of the above

 

 

 

 

 

    73.   Which PRIZM social group is characterized by smaller, less densely populated cities or satellites to major cities?

            A)  Urban

            B)   Suburban

            C)   Second City

            D)  Town & Country

            E)   Rural

 

 

 

 

 

    74.   Which of the following is a major PRIZM lifestage group?

            A)  Urban

            B)   Town & Country

            C)   Second City

            D)  Strivers

            E)   Family Life

 

 

 

 

 

    75.   Which PRIZM segment consists of consumers that are evolving into older “empty-nester” couples as their children grow up and leave home, live in older, stable neighborhoods with pools and patios in their backyard, are college-educated, and are typically Caucasian?

            A)  Urban Achievers

            B)   Blue Blood Estates

            C)   Bohemian Mix

            D)  Pools and Patios

            E)   Town & Country

 

  

 

 

 

 

    76.   Carl is young and single.  He has a high school education and works at a construction job.  He lives in a tiny apartment.  Even though he doesn't have a high income, he tries to live an active life attending sporting events, and sometimes he brings a date with him.  He eats fast food almost every day and likes to go fishing on his days off.  To which PRIZM group does Carl belong?

            A)  Young Digerati

            B)   Bohemian Mix

            C)   Young & Rustic

            D)  Big Fish, Small Pond

            E)   Minimalists

 

  

 

 

 

    77.   Which of the following is a global lifestyle segment identified by Roper Starch Worldwide?

            A)  Experiencers

            B)   Young & Rustic

            C)   Young Digerati

            D)  Altruists

            E)   Innovators

 

 

 

 

 

    78.   Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide?

            A)  Strivers

            B)   Devouts

            C)   Intimates

            D)  Creatives

            E)   Rustics

 

  

 

 

 

    79.   Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders?

            A)  Strivers

            B)   Devouts

            C)   Altruists

            D)  Intimates

            E)   Creatives

 

  

 

 

 

 

    80.   Christina lives in Japan, and she and her friends value adventure, pleasure, and excitement.  They are heavy users of electronic media, are fashion conscious, and like going to restaurants, bars, and clubs.  To which global lifestyle segment identified by Roper Starch Worldwide do Christina and her friends belong?

            A)  Strivers

            B)   Altruists

            C)   Intimates

            D)  Fun Seekers

            E)   Creatives

 

  

 

 

 

 

True/False Questions

 

    81.   Self-concept is the totality of the individual's thoughts and feelings having reference to himself or herself as an object.

 

 

 

 

    82.   The independent self-concept emphasizes personal goals, characteristics, achievement, and desires.

 

 

 

 

 

    83.   The extended self consists of self plus others.

 

  

 

 

 

    84.   The tendency of an owner to evaluate an object more favorably than a nonowner is known as the mere ownership effect.

 

 

 

 

    85.   Self-image congruity is likely to matter more when the situation involves public or conspicuous consumption.

 

 

 

 

 

    86.   Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.

 

 

 

 

 

 

    87.   The terms psychographics and lifestyles are frequently used interchangeably.

 

 

 

 

    88.   The shopping segment labeled Providers consists of consumers primarily motivated by enjoyment of shopping for others and value.

 

 

 

 

 

    89.   The technology segment of consumers labeled Fast Forwards are optimistic, high income, and motivated by family.

 

  

 

 

 

 

 

 

 

 

    90.   In the VALS typology, individuals are classified according to their primary motivations, which are ideals motivation, achievement motivation, or self-expression motivation.

 

 

 

 

 

    91.   The VALS segment known as Survivors has the oldest median age (i.e., 70).

 

 

 

 

    92.   The VALS segment known as Achievers has the highest medium income (i.e., over $100,000).

 

  

 

 

    93.   PRIZM organizes its 66 individual segments into broader social and lifestage groups.

 

 

 

 

 

    94.   Young Digerati, Blue Blood Estates, and Urban Achievers are examples of PRIZM segments.

 

 

 

 

 

    95.   Altruists is a global lifestyle segment interested in social issues and the welfare of society.

 

 

 

 

 

 

Essay Questions

 

    96.   Compare and contrast the independent self-concept and the interdependent self-concept.

 

 

 

    97.   In general, consumers prefer brands that match their self-concepts.  However, the degree to which such “self-image congruity” influences brand preference and choice depends on various factors.  Explain these factors.

 

 

 

 

    98.   You are a marketing manager and want to measure the lifestyles of the various market segments served by your company.  Discuss typical variables you should include in your studies.

 

 

 

    99.   Discuss the two dimensions on which the VALS typology is based.

 

 

                                           

 

 

  100.   You've just started working at a company, and your supervisor wants to use the PRIZM lifestyle segmentation scheme but is a bit confused because there are so many segments (i.e., 66 individual segments).  While it does seem like a lot to understand, you are also aware that these segments are organized into broader social and lifestage groups.  Explain these broader groups.

 

 

                                        

 

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