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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Lifestyles: Component Consumption Sub-Cultures

Multiple Choice Quiz

Answer all the questions





1

Which of the following is not one of the many factors that lifestyles are influenced by:
A)demographics
B)social class
C)reference groups
D)personality type
E)family
2

Lifestyle research can be applied to solve a variety of marketing problems, including:
A)identifying the target market
B)positioning a brand
C)locating where your target group lives
D)identifying how to communicate with your target group
E)all of the above
3

____________________ is an operational technique to measure lifestyles.
A)Cohorts
B)Psychographics
C)Regional lifestyles
D)AIO
E)Brand tribes
4

Psychographic techniques divide the total market into segments using various statistical procedures. Which of the following is not a characteristic of psychographics?
A)personality traits
B)attitudes
C)opinions
D)values
E)gender
5

Marketers can combine the information from a warranty card with other kinds of consumer information to create a _____________________.
A)PRIZM
B)lifestyle inventory
C)regional lifestyle
D)cohort analysis
E)none of the above
6

Which of the following would be considered a successful application of lifestyle segmentation?
A)Nike Town
B)Sears
C)Rite-Aid
D)H & R Block
E)none of the above
7

By the late 1980s _____________ had outlived its usefulness.
A)VALS 1
B)VALS 2
C)Japan VALS
D)PRIZM
E)AIO
8

Which type of people are guided by intellectual matters:
A)status-oriented
B)principle-oriented
C)economy-oriented
D)efficiency-oriented
E)all of the above
9

The principle-oriented segments are labeled Fulfilleds and _________________.
A)Individuals
B)Motivators
C)Enthusiasts
D)Believers
E)none of the above
10

Patio furniture is assumed to express the ______________ lifestyle, regardless of how it is understood and used by the actual consumers.
A)Actualizers
B)Fulfilleds
C)Achievers
D)Believers
E)Strivers
11

Japan VALS identifies five important dimensions. Which of the following is not one of them?
A)Exploration
B)Self-Expression
C)Achievement
D)Heritage
E)Tradition
12

Understanding pressures experienced in different cultures can translate into _____________________.
A)regional lifestyles
B)market opportunities
C)pychographics
D)exploration
E)segmentation
13

Certain LOVs values are associated with the values identified in VALS, such as an inner-or outward orientation, self-fulfillment, and ______________________.
A)imagination
B)accomplishment
C)knowledge
D)pride
E)task orientation
14

Another useful way of anticipating lifestyle trends is to understand the power of :
A)achievers
B)strivers
C)traditionals
D)cohorts
E)adapters
15

A number of lifestyle segmentation systems have been developed to take _____________________ into account.
A)status orientation
B)regional lifestyles
C)action orientation
D)traditional lifestyles
E)none of the above

Fill in the Blanks:



16

___________________________ are clusters of complementary products, specific brands, and/or consumption activities.
A)Product clusters
B)Product constellations
C)PRIZM
D)Phychographics
17

When product-to-role relationships are especially strong, the brands becoome a defining symbol of a communal identity-hence the term "_______________."
A)brand tribes
B)regional lifestyles
C)lifestyles
D)cohort analysis
18

_______________________ is an operational technique to measure lifestyles and is more comprehensive than demographic, behavioral and socioeconomic measures.
A)VALS 1
B)VALS 2
C)Psychographics
D)Age cohorts
19

The term psychographic is often used interchangeably with ____________________ or statements to describe the activities, interests and opinions of consumers.
A)Global scan
B)AIO measures
C)Japan VALS
D)Global scan
20

A __________ approach aims to assess adaptation to various roles through value fulfillment.
A)LOV
B)VALS 1
C)VALS 2
D)Japan VALS



21

The term lifestyle suggests a patterned way of life into which consumers fit various products, activities and resources.
A)True
B)False
22

The key for lifestyle marketers is really to figure out what goes with what, and in many cases, to help define product and service assortments for particular lifestyles.
A)True
B)False
23

Lifestyle profiles are sensitive to effects of potential innovations, environmental influences and changes in corporate strategy.
A)True
B)False
24

VAL 1 was based on the work of two psychologists: Abraham Maslow's hierarchy of human needs and David Reisman concept of social order.
A)True
B)False
25

Ethnographic research provides a way to understand various contexts, including in-depth interviews about how people use the products and services that they buy.
A)True
B)False
26

Unlike VALS, there is an implicit evaluative dimension in LOVs such as the developmental contrast between marginal survivors and wealthy, healthy integrateds.
A)True
B)False
27

Understanding cohort effects can improve predictions about changing lifestyles by sensitizing marketers to how generations will age differently than they have in the past.
A)True
B)False
28

PRIZM is not a useful for marketers because it cannot identify groups of consumers who perform at or above average levels for product purchases.
A)True
B)False
29

Chinese segments are similar to those found in Turkey.
A)True
B)False
30

There tends to be a fairly low level of correlation between lifestyle segments and particular behaviors such as brand choice that are of great interest to many companies.
A)True
B)False




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