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1 | |
The totality of the individual's thoughts and feelings having reference to him- or herself as an object is one's: |
| | A) | personality profile. |
| | B) | self-concept. |
| | C) | psychographic profile. |
| | D) | motive structure. |
| | E) | none of the above. |
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2 | |
Lifestyle is: |
| | A) | a function of inherent individual characteristics that have been shaped and formed by life experiences. |
| | B) | a basic motivator for many purchases. |
| | C) | constantly evolving throughout the life cycle. |
| | D) | affected by the results of consumption decisions. |
| | E) | all of the above. |
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3 | |
Psychographics are: |
| | A) | the monitoring of emotional responses by measuring physiological changes. |
| | B) | a nonquantitative analysis of personality. |
| | C) | a graphic presentation of a profile analysis based on semantic differential data. |
| | D) | an approach to measuring consumer lifestyle. |
| | E) | all of the above. |
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4 | |
The two dimensions of VALS are: |
| | A) | self-concept and social class. |
| | B) | education and income. |
| | C) | social status and stage in the HLC. |
| | D) | primary motivation and resources. |
| | E) | none of the above. |
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5 | |
The self-concept is divided into four basic parts based on: |
| | A) | social/private; current/past. |
| | B) | motives/emotions; present/future. |
| | C) | actual/ideal; private/social. |
| | D) | internal/external; other/self. |
| | E) | none of the above. |
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6 | |
One's self and those possessions that form part of one's self-identity is referred to as: |
| | A) | comprehensive self. |
| | B) | extended personality. |
| | C) | extended self. |
| | D) | possessive self. |
| | E) | none of the above. |
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7 | |
The most common scale used to measure the self-concept is the: |
| | A) | conjoint mapping. |
| | B) | perceptual mapping. |
| | C) | constant sum. |
| | D) | semantic differential. |
| | E) | none of the above. |
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8 | |
With respect to the self-concept, marketing has been criticized for: |
| | A) | not using the concept sufficiently. |
| | B) | focusing on the self-concept at the expense of functional product features. |
| | C) | presenting private self-concepts at the expense of social self-concepts. |
| | D) | focusing too much attention on being physically beautiful. |
| | E) | all of the above of criticism. |
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9 | |
Strivers are best described as: |
| | A) | successful career- and work-oriented individuals. |
| | B) | impulsive, individualistic and inventive. |
| | C) | unsure and low on economic, social, and psychological resources. |
| | D) | successful, sophisticated and active. |
| | E) | none of the above. |
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10 | |
Experiencers are best described as: |
| | A) | sophisticated, active, take-charge people. |
| | B) | young, impulsive and rebellious. |
| | C) | unsure and low on economic and psychological resources. |
| | D) | career- and work-oriented people. |
| | E) | none of the above. |
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11 | |
PRIZM has identified 56 segments. |
| | A) | True |
| | B) | False |
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12 | |
Mary strives for a clear social position and is strongly influenced by the actions, approval, and opinions of others. For example, she purchased her new designer Gucci watch as a status symbol. Mary is driven by achievement motivation. |
| | A) | True |
| | B) | False |
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13 | |
The fast-forwards technology segment tends to be optimistic, high income, and motivated by career and are time-pressed, driven, and heavy users of technology across the board. However, they are the most unlikely to own a PC and be online. |
| | A) | True |
| | B) | False |
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14 | |
Attempts to develop quantitative measures of lifestyle were initially referred to as demographics, and is a term that is frequently used interchangeably with lifestyle. |
| | A) | True |
| | B) | False |
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15 | |
Low self-monitors are consumers who do not place heavy weight on the opinions and feelings of others. |
| | A) | True |
| | B) | False |
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