Consumer Behavior Exam #2|Questions
with Distinction Graded Answers
What is a self-concept? What are the four types of self-concept? - -- It is the
totality of the one's thoughts and feelings toward one's self. It is one's
attitude toward one's self.
- The private self refers to how I do or would like to see myself.
- The social self refers to how I am or would like to be seen.
- The actual self refers to how I think I am now and the ideal self is how I
would like to be.
- How do marketers use insights about the self-concept? - -Marketers
attempt to create product images that are consistent with the self-concept of
their target market.
- How does an interdependent self-concept differ from an independent self-
concept? - -- An independent construal of the self is based on the
predominant Western cultural belief that individuals are inherently separate.
- The independent self-concept is characterized by an emphasis on personal
goals, characteristics, achievements, and desires.
- An interdependent construal or the self is based more on the common
Asian cultural belief in the fundamental connectedness of human beings.
- The interdependent self-concept is characterized by and emphasis on
familiar, cultural, professional, and social relationships.
- What is the extended self? - -- The extended self consists of the self plus
possessions. That is, we tend to define ourselves in part by our possessions.
- Thus, some possessions are not just a manifestation of our self-concept,
they are an integral part of our self-identity.
- We are, to some extent, what we possess. If we lost key possessions, we
would be somewhat different individuals.
- What is a brand engagement? - -Brand engagement refers to the extent to
which an individual includes important brands as part of their self-concepts.
- What ethical issues arise in using the self-concept in marketing? - --
Marketers have been criticized for focusing too much attention on the
importance of being beautiful with beautiful being defined as young, and
slim with a fairly narrow range of facial features.
- While virtually all societies appear to define and desire beauty, the intense
exposure to products and advertisements focused on beauty in America
today is unique.
,- Critics argue that this concern leads individuals to develop self-concepts
that are heavily dependent on their physical appearance rather than other
equally or more important attributes
- What do we mean by lifestyle? What factors determine and influence that
lifestyle? - -- defined simply as how one lives.
- It is determined by our past experiences, innate characteristics, and current
situation. It influences all aspects of our consumption behavior.
- One's lifestyle is a function of inherent individual characteristics that have
been shaped and formed through social interaction as one moves through
the life cycle.
- Thus, lifestyle is influenced by culture, values, demographics, subculture,
social class, reference groups, family, and individual characteristics such as
motives, emotions, and personality. It is how we enact our self-concept.
- What is psychographics? - -- Psychographics refers to attempts to measure
consumer lifestyles quantitatively. These studies typically measure the
following:
- Attitudes: evaluative statements about other people, places, ideas,
products, and so forth.
- Values: widely held beliefs about what is acceptable and/or desirable.
Activities and interests: nonoccupational behaviors to which consumers
devote time and effort, such as hobbies, sports, public service, and church.
- Demographics: age, education, income, occupation, family structure, ethnic
background, gender, and geographic location.
- Media patterns: which specific media the consumers utilize.
- Usage rates: measurements of consumption within a specified product
category. Often consumers are categorized as heavy, medium, light, or
nonusers.
- When is a product- or activity-specific psychographic instrument superior
to a general one? - -- A product- or activity-specific psychographic
instrument is superior to a general one when a marketing manager is
interested in positioning (or repositioning) a product or developing an
advertising strategy.
- General ones are of more value for identifying market segments and
opportunities.
- What are the dimensions on which VALS is based? Describe each - -- The
two dimensions of VALS are primary motivation and resources.
- There are three primary motivations that determine the types of goals and
behaviors that an individual will pursue:
(1) ideals motivation,
(2) achievement motivation, and
(3) self-expression motivation.
, - The second dimension, resources, examines the full range of psychological,
physical, demographic, and material resources necessary to achieve a
particular self-orientation.
- Describe the VALS system and each segment in it. - -- Using measures of
motivation and resources, VALS divides the United States into eight groups:
1. Innovators
2. Thinkers
3. Believers
4. Achievers
5. Strivers
6. Experiencers
7. Makers
8. Survivors
- survivors - -lead narrowly focused lives. Because they have the fewest
resources, they do not exhibit a primary motivation and often feel powerless.
They are primarily concerned about safety and security, so they tend to be
brand loyal and buy discounted merchandise.
- makers - -value practicality and self-sufficiency. They chose hands-on
constructive activities and spend leisure time with family and close friends.
Because they prefer value to luxury, they buy basic products. Makers prefer
to buy "buy American."
- experiencers - -appreciate the unconventional. They are active and
impulsive, seeking stimulation from the new, offbeat, and risky. They spend
a comparatively high proportion of their income on fashion, socializing, and
entertainment.
- strivers - -are trendy and fun loving. They have little discretionary income
and tend to have narrow interests. They favor stylish products that emulate
the purchases of people with greater material wealth. Many Strivers believe
that life isn't fair.
- achievers - -have goal-oriented lifestyles that center on family and career.
They avoid situations that encourage a high degree of stimulation or change.
They prefer premium products that demonstrate success to their peers.
- believers - -are strongly traditional and respect rules and authority.
Because they are fundamentally conservative, they are slow to change and
technology averse. They choose familiar products and established brands.
- thinker - -are mature, satisfied, comfortable, and reflective. They tend to
be well educated and actively seek out information in the decision-making
process. They favor durability, functionality, and value in products.
with Distinction Graded Answers
What is a self-concept? What are the four types of self-concept? - -- It is the
totality of the one's thoughts and feelings toward one's self. It is one's
attitude toward one's self.
- The private self refers to how I do or would like to see myself.
- The social self refers to how I am or would like to be seen.
- The actual self refers to how I think I am now and the ideal self is how I
would like to be.
- How do marketers use insights about the self-concept? - -Marketers
attempt to create product images that are consistent with the self-concept of
their target market.
- How does an interdependent self-concept differ from an independent self-
concept? - -- An independent construal of the self is based on the
predominant Western cultural belief that individuals are inherently separate.
- The independent self-concept is characterized by an emphasis on personal
goals, characteristics, achievements, and desires.
- An interdependent construal or the self is based more on the common
Asian cultural belief in the fundamental connectedness of human beings.
- The interdependent self-concept is characterized by and emphasis on
familiar, cultural, professional, and social relationships.
- What is the extended self? - -- The extended self consists of the self plus
possessions. That is, we tend to define ourselves in part by our possessions.
- Thus, some possessions are not just a manifestation of our self-concept,
they are an integral part of our self-identity.
- We are, to some extent, what we possess. If we lost key possessions, we
would be somewhat different individuals.
- What is a brand engagement? - -Brand engagement refers to the extent to
which an individual includes important brands as part of their self-concepts.
- What ethical issues arise in using the self-concept in marketing? - --
Marketers have been criticized for focusing too much attention on the
importance of being beautiful with beautiful being defined as young, and
slim with a fairly narrow range of facial features.
- While virtually all societies appear to define and desire beauty, the intense
exposure to products and advertisements focused on beauty in America
today is unique.
,- Critics argue that this concern leads individuals to develop self-concepts
that are heavily dependent on their physical appearance rather than other
equally or more important attributes
- What do we mean by lifestyle? What factors determine and influence that
lifestyle? - -- defined simply as how one lives.
- It is determined by our past experiences, innate characteristics, and current
situation. It influences all aspects of our consumption behavior.
- One's lifestyle is a function of inherent individual characteristics that have
been shaped and formed through social interaction as one moves through
the life cycle.
- Thus, lifestyle is influenced by culture, values, demographics, subculture,
social class, reference groups, family, and individual characteristics such as
motives, emotions, and personality. It is how we enact our self-concept.
- What is psychographics? - -- Psychographics refers to attempts to measure
consumer lifestyles quantitatively. These studies typically measure the
following:
- Attitudes: evaluative statements about other people, places, ideas,
products, and so forth.
- Values: widely held beliefs about what is acceptable and/or desirable.
Activities and interests: nonoccupational behaviors to which consumers
devote time and effort, such as hobbies, sports, public service, and church.
- Demographics: age, education, income, occupation, family structure, ethnic
background, gender, and geographic location.
- Media patterns: which specific media the consumers utilize.
- Usage rates: measurements of consumption within a specified product
category. Often consumers are categorized as heavy, medium, light, or
nonusers.
- When is a product- or activity-specific psychographic instrument superior
to a general one? - -- A product- or activity-specific psychographic
instrument is superior to a general one when a marketing manager is
interested in positioning (or repositioning) a product or developing an
advertising strategy.
- General ones are of more value for identifying market segments and
opportunities.
- What are the dimensions on which VALS is based? Describe each - -- The
two dimensions of VALS are primary motivation and resources.
- There are three primary motivations that determine the types of goals and
behaviors that an individual will pursue:
(1) ideals motivation,
(2) achievement motivation, and
(3) self-expression motivation.
, - The second dimension, resources, examines the full range of psychological,
physical, demographic, and material resources necessary to achieve a
particular self-orientation.
- Describe the VALS system and each segment in it. - -- Using measures of
motivation and resources, VALS divides the United States into eight groups:
1. Innovators
2. Thinkers
3. Believers
4. Achievers
5. Strivers
6. Experiencers
7. Makers
8. Survivors
- survivors - -lead narrowly focused lives. Because they have the fewest
resources, they do not exhibit a primary motivation and often feel powerless.
They are primarily concerned about safety and security, so they tend to be
brand loyal and buy discounted merchandise.
- makers - -value practicality and self-sufficiency. They chose hands-on
constructive activities and spend leisure time with family and close friends.
Because they prefer value to luxury, they buy basic products. Makers prefer
to buy "buy American."
- experiencers - -appreciate the unconventional. They are active and
impulsive, seeking stimulation from the new, offbeat, and risky. They spend
a comparatively high proportion of their income on fashion, socializing, and
entertainment.
- strivers - -are trendy and fun loving. They have little discretionary income
and tend to have narrow interests. They favor stylish products that emulate
the purchases of people with greater material wealth. Many Strivers believe
that life isn't fair.
- achievers - -have goal-oriented lifestyles that center on family and career.
They avoid situations that encourage a high degree of stimulation or change.
They prefer premium products that demonstrate success to their peers.
- believers - -are strongly traditional and respect rules and authority.
Because they are fundamentally conservative, they are slow to change and
technology averse. They choose familiar products and established brands.
- thinker - -are mature, satisfied, comfortable, and reflective. They tend to
be well educated and actively seek out information in the decision-making
process. They favor durability, functionality, and value in products.
