Consumer Behavior Chapter 12

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the values underlying extreme sports are very different from those of traditional team sports
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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
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lifestyle
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Which of the following is considered an outward expression of one’s self-concept? A) demographics B) geographics C) lifestyle D) attitudes E) aspirations
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self concept
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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
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all of the above
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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
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actual self concept
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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
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ideal self concept
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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
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ideal self concept
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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
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private self concept
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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
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independent self-concept; interdependent self-concept
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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
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independent and interdependent
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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
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independent self-concept
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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
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autonomous
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Individuals with independent self-concepts tend to be _____. A) autonomous B) holistic C) connected D) obedient E) all of the above
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interdependent self-concept
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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
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interdependent self-concept
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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
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possessions
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The extended self consists of the self plus _____. A) all others B) family members C) friends D) possessions E) the ideal self
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peak experience
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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
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a b and c
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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
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mere ownership effect
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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
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semantic differential
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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
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a b and c
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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
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perfume
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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
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high self monitors
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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
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low self monitors
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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
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low self monitor
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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
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lifestyle
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_____ is how a person lives. A) Personality B) Self-concept C) Lifestyle D) Subculture E) Consumption
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psychographics
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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
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all of the above
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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
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bon vivants
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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
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top guns
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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
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proud patrons
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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
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enthusiasts
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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
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proud patrons
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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
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minimalists
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Which segment of shoppers is primarily motivated by value, not fun and adventure? A) Minimalists B) Enthusiasts C) Traditionalists D) Gatherers E) Providers
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enthusiasts
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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
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handshakers
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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
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mouse potatoes
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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
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primary motivation and age
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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
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realist motivation
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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
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ideals motivation
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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
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achievement motivation
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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
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self expression motivation
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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
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believers
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Which of the following is a VALS segment of consumers? A) Traditionalists B) Minimalists C) Blue Blood Estates D) Believers E) Enthusiasts
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innovators
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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
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believers
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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
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strivers
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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
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survivors
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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
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c
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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.
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66
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How many PRIZM segments are there? A) 8 B) 10 C) 38 D) 54 E) 66
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urbanicity
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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
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urban
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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
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second city
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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
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family life
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Which of the following is a major PRIZM lifestage group? A) Urban B) Town & Country C) Second City D) Strivers E) Family Life

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