TBChap 012

Chapter 12
Self-Concept and Lifestyle
Multiple Choice Questions

1. A new study suggests there is a cross-cultural group with similar values and consumption
patterns based on luxury known as the global elite. What are the segments?
A.
Conspicuous Consumers
B.
Information Seekers
C.
Sensation Seekers
D.
E.
A and B
all of the above
2. Which global elite luxury segment loves prestige brands?
A.
B.
Information Seekers
C.
Sensation Seekers
D.
Utilitarian Consumers
E.
Blue Bloods
3. Michelle has been told she has an eye for fashion. She is not afraid to wear brightly colored
clothes with strong patterns. She doesn't need to read Vogue to know what looks good on her.
Michelle belongs to the global elite ______ segment of luxury consumers.
A.
B.
Information Seekers
C.
Sensation Seekers
D.
Fashionista
E.
Nouveaux Riches
12-1
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4. Which of the following is considered an outward expression of one's self-concept?
A.
demographics
B.
geographics
C.
lifestyle
D.
attitudes
E.
aspirations
5. The totality of the individual's thoughts and feelings having reference to himself or herself as an
object is known as _____.
A.
B.
C.
D.
E.
self-concept
lifestyle
self-profile
personal space
ideal-self
6. 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
7. 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
12-2
8. 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.
D.
social self-concept
E.
present self-concept
9. 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.
D.
social self-concept
E.
10. 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.
D.
E.
social self-concept
future self-concept
11. 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.
D.
social self-concept
E.
12-3
12. 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.
D.
social self-concept
E.
13. 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.
D.
social self-concept
E.
14. One of the major distinctions of self-concept is between _____ and _____, which is also related to
an important value dimension in the United States and abroad.
A.
B.
C.
D.
E.
private self-concept; public self-concept

personal self-concept; interpersonal self-concept
actual self-concept; ideal self-concept
independent self-concept; interdependent self-concept
present self-concept; future self-concept
15. 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.
D.
social self-concept
E.
real self-concept
12-4
16. 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
17. 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
18. Individuals with independent self-concepts tend to be _____.
A.
B.
C.
D.
E.
autonomous
holistic
connected
obedient
all of the above
19. 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.
B.
C.
D.
E.
12-5
20. Which type of self-concept emphasizes family, cultural, professional, and social relationships?
A.
B.
group self-concept
C.
D.
E.
21. Individuals with which type of self-concept tend to be obedient, sociocentric, holistic, connected,
and relation oriented?
A.
B.
group self-concept
C.
D.
E.
22. 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.
B.
role-based self-concept
C.
D.
E.
23. 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.
12-6
24. The extended self consists of the self plus _____.
A.
B.
C.
D.
E.
all others
family members
friends
possessions
the ideal self
25. 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 stuf and was special to us." This is reflecting
Carla's _____.
A.
B.
self-concept
extended self
C.
past self
D.
ideal self
E.
personal self
26. 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
27. What is the most common measurement approach to measuring self-concept?
A.
B.
semantic differential
Likert items
C.
100-point constant-sum scale
D.
nominal variables
E.
open-ended questions
12-7
28. The extent to which an individual includes important brands as part of his or her self-concept is
known as(the) _____.
A.
acquisition effect
B.
brand engagement
C.
materialistic effect
D.
endowment effect
E.
evaluation effect
29. 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.
E.
nominal variables
30. 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
31. _____ percent of women in a study reported in the Dove consumer insight perceived their actual
beauty to fall short of their ideal.
A.
98
B.
10
C.
50
D.
E.
25
30
12-8
32. 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.
E.
A and B
A, B, and C
33. For which type of product is self-image congruity likely to matter more?
A.
B.
C.
D.
E.
vacuum
laundry detergent
perfume
paper towel
lawn mower
34. 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
35. 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.
B.
independent
thinker
C.
high self-monitor
D.
low self-monitor
E.
conspicuous consumer
12-9
36. 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.
37. 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.
38. _____ is how a person lives.
A.
B.
Personality
Self-concept
C.
Lifestyle
D.
Subculture
E.
Consumption
39. 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.
D.
E.
self-monitors
idealists
doers
12-10
40. Individuals with which type of self-concept are more likely to engage in home and domesticrelated activities and entertainment, including cooking at home and from scratch?
A.
independents
B.
interdependents
C.
D.
self-monitors
idealists
E.
doers
41. Attempts to develop quantitative measures of lifestyle were initially referred to as _____, which is
a term that is frequently used interchangeably with lifestyle.
A.
B.
demographics
lifeographics
C.
household life cycle
D.
psychographics
E.
personality
42. Which of the following is typically included in a psychographic or lifestyle study?
A.
attitudes
B.
C.
D.
E.
values
activities and interests
demographics
all of the above
43. 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
12-11
44. Which of the following is a lifestyle segment of Porsche owners?
A.
Enthusiasts
B.
Fast Forwards
C.
Traditionalists
D.
E.
Bon Vivants
all of the above
45. 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.
B.
Top Guns
Elitists
C.
Proud Patrons
D.
Bon Vivants
E.
Fantasists
46. Rod purchased a 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.
B.
Top Guns
Elitists
C.
Proud Patrons
D.
Bon Vivants
E.
Fantasists
47. Which of the following is one of Experian's technology profiles based on an extensive analysis of
attitudes, lifestyle, and adoption and usage patterns related to technology?
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
E.
Novices
all of the above
12-12
48. Which of the following is NOT one of Experian's technology profiles?
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
Enthusiasts
E.
Novices
49. Which segment of Experian online shoppers is driven by the desire for new technology as a
means for improving all aspects of life?
A.
B.
Minimalists
Wizards
C.
Journeymen
D.
Apprentices
E.
Novices
50. Janice is a 48-year-old married woman who uses technology as a major source of information
and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do
more if she could afford it. To which technology segment does Janice belong?
A.
B.
C.
D.
E.
Novices
Gatherers
Apprentices
Enthusiasts
Journeymen
51. Which consumer technology segment is mature, is retired, has a low household income, and is
confused by technology?
A.
B.
C.
D.
E.
Journeymen
Gatherers
Apprentices
Novices
Traditionalists
12-13
52. Which technology segment is characterized by the statement "technology is life"? These folks are
enthusiastic and adventurous users of new technology.
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
E.
Novices
Enthusiasts
53. Consumers in which technology segment are young and established, knowledgeable and
confident in their use of new technology, and just a notch down from Wizards in their enthusiasm
for technology?
A.
Seekers
B.
Techno-Strivers
C.
Journeymen
D.
Apprentices
E.
Media Junkies
54. Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have
managed to teach her how to e-mail them at college, but she doesn't want to do more. To which
technology segment does Sarah belong?
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
E.
Novices
Mouse Potatoes
55. What are the two dimensions of the VALS typology of consumers?
A.
age and gender
B.
age and stage of family life cycle
C.
D.
E.
stage of family life cycle and resources

primary motivation and resources
primary motivation and age
12-14
56. 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 above are primary motivations in the VALS typology.

57. 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.
C.
D.
realist motivation
E.
focused motivation
58. Pamela is a consumer who 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.
C.
D.
realist motivation
E.
focused motivation
59. 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.
C.
D.
realist motivation
E.
focused motivation
12-15
60. Bob is a consumer who 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.
C.
D.
realist motivation
E.
focused motivation
61. Action-oriented consumers who strive to express their individuality through their choices and
purchase experiences are driven by which primary motivation?
A.
ideals motivation
B.
C.
D.
realist motivation
E.
focused motivation
62. 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.
C.
D.
realist motivation
E.
focused motivation
63. Which of the following is a VALS segment of consumers?
A.
Traditionalists
B.
Minimalists
C.
D.
E.
Blue Blood Estates

Believers
Enthusiasts
12-16
64. Which VALS segment of consumers comprises successful, sophisticated, active, take-charge
people with high self-esteem and abundant resources who are driven by a mix of motivations?
A.
B.
C.
D.
E.
Achievers
Makers
Innovators
Thinkers
Experiencers
65. 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.
B.
C.
D.
E.
Achievers
Makers
Innovators
Thinkers
Experiencers
66. Which VALS segment consists of consumers who are strongly traditional, conservative, and
motivated by ideals?
A.
B.
Achievers
Makers
C.
Believers
D.
Experiencers
E.
Innovators
67. Jonathon is a career-oriented person. He values predictability over change. Premium products are
important to him to show friends he is successful. To which VALS segment does Jonathon
belong?
A.
B.
Achievers
Makers
C.
Believers
D.
Experiencers
E.
Innovators
12-17
68. Which VALS segment of consumers is style conscious and trendy, has limited income, and feels
life isn't fair?
A.
B.
C.
D.
E.
Experiencers
Strivers
Survivors
Makers
Believers
69. 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.
B.
C.
D.
E.
Experiencers
Strivers
Survivors
Makers
Believers
70. 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.
B.
C.
D.
E.
Experiencers
Strivers
Survivors
Makers
Believers
12-18
71. Which VALS segment of consumers leads the most constricted lives, living simply on limited
incomes with a focus on safety and security?
A.
B.
C.
D.
E.
Experiencers
Strivers
Survivors
Makers
Believers
72. What is the premise underlying geodemographic 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.
73. How many PRIZM segments are there?
A.
B.
10
C.
38
D.
54
E.
66
74. Which of the following PRIZM factors 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.
E.
life stage
consensus
12-19
75. Which of the following is a major PRIZM social group?
A.
B.
urban
family life
C.
mature years
D.
younger years
E.
all of the above
76. Which PRIZM social group is characterized by smaller, less densely populated cities or satellites
to major cities?
A.
B.
Urban
Suburban
C.
Second City
D.
Town & Rural
E.
Rural
77. Which of the following is a major PRIZM life stage group?
A.
B.
C.
D.
E.
Urban
Town & Rural
Second City
Strivers
Family Life
78. Which PRIZM segment consists of consumers who 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; and are white-collar professionals?
A.
Urban Achievers
B.
Blue Blood Estates
C.
Bohemian Mix
D.
E.
Pools & Patios

Town & Rural
12-20
79. Carl is middle age and single. He has a high school education and works at a hotel as a desk
clerk. 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. To which PRIZM
group does Carl belong?
A.
Young Digerati
B.
Bohemian Mix
C.
Young & Rustic
D.
Big Fish, Small Pond
E.
Minimalists
80. Which of the following is a global lifestyle segment identified by Roper Starch Worldwide?
A.
Experiencers
B.
Young & Rustic
C.
Young Digerati
D.
E.
Altruists
Innovators
81. Which of the following is NOT a global lifestyle segment identified by Roper Starch Worldwide?
A.
B.
Strivers
Devouts
C.
Intimates
D.
Creatives
E.
Rustics
82. Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders?
A.
B.
Strivers
Devouts
C.
Altruists
D.
Intimates
E.
Creatives
12-21
83. 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

84. Self-concept is the totality of the individual's thoughts and feelings having reference to himself or
herself as an object.
True
False
85. The independent self-concept emphasizes personal goals, characteristics, achievement, and
desires.
True
False
86. The extended self consists of self plus others.

True
False
87. The tendency of an owner to evaluate an object more favorably than a nonowner is known as the
mere ownership effect.
True
False
88. Self-image congruity is likely to matter more when the situation involves public or conspicuous
consumption.
True
False
89. Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.
True
False
12-22
90. The terms psychographics and lifestyles are frequently used interchangeably.
True
False
91. The technology segment labeled Wizards consists of consumers driven by desire for new
technology as a means for improving all aspects of life.
True
False
92. The technology segment of consumers labeled Apprentices are disconnected from emerging
technology and resistant to change.
True
False
93. In the VALS typology, individuals are classified according to their primary motivations, which are
ideals motivation, achievement motivation, or self-expression motivation.
True
False
94. The VALS segment known as Survivors are primarily concerned about safety and security.
True
False
95. The VALS segment known as Achievers are strongly traditional and respect rules and authority.
True
False
96. PRIZM organizes its 66 individual segments into broader social and life stage groups.
True
False
97. Young Digerati, Blue Blood Estates, and Golden Ponds are examples of PRIZM segments.
True
False
98. Altruists are the global lifestyle segment interested in social issues and the welfare of society.
True
False
Essay Questions
12-23
99. Compare and contrast the independent self-concept and the interdependent self-concept.
100 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.
101 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.
12-24
102 Discuss the two dimensions on which the VALS typology is based.
.
103 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 life stage groups. Explain these broader groups.
12-25
Chapter 12 Self-Concept and Lifestyle Answer Key
Multiple Choice Questions

1.
A new study suggests there is a cross-cultural group with similar values and consumption
patterns based on luxury known as the global elite. What are the segments?
A.
B.
Information Seekers
C.
Sensation Seekers
D.
A and B
E.
all of the above
Conspicuous Consumption, Information Seekers, Sensation Seekers, and Utilitarian
Consumers are segments of the luxury consumption group.
AACSB: Analytical Thinking

Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: 2 Medium
Learning Objective: 12-01 Describe self-concept; how it is measured; and how it is used to position products
Topic: Self-Concept and Lifestyle
2.
Which global elite luxury segment loves prestige brands?
A.
B.
Information Seekers
C.
Sensation Seekers
D.
Utilitarian Consumers
E.
Blue Bloods
Conspicuous Consumers value the status that luxury brands give them.

Blooms: Remember
12-26
3.
Michelle has been told she has an eye for fashion. She is not afraid to wear brightly colored
clothes with strong patterns. She doesn't need to read Vogue to know what looks good on her.
Michelle belongs to the global elite ______ segment of luxury consumers.
A.
B.
Information Seekers
C.
Sensation Seekers
D.
Fashionista
E.
Nouveaux Riches
Sensation Seekers value the aesthetics in fashion.

Blooms: Understand
4.
Which of the following is considered an outward expression of one's self-concept?
A.
demographics
B.
geographics
C.
lifestyle
D.
attitudes
E.
aspirations
Lifestyle is the way an individual chooses to live.

Blooms: Remember
12-27
5.
The totality of the individual's thoughts and feelings having reference to himself or herself as
an object is known as _____.
A.
B.
self-concept
lifestyle
C.
self-profile
D.
personal space
E.
ideal-self
Self-concept is composed of the attitudes you hold toward yourself.

Blooms: Remember
Difficulty: 1 Easy
Topic: Self-Concept
6.
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.
B.
C.
D.
inner peace
inner self
self-concept
personal identity
E.
self-identity

Blooms: Understand
Topic: Self-Concept
12-28
7.
Which of the following is a dimension of a consumer's self-concept?
A.
actual self-concept
B.
ideal self-concept
C.
D.
social self-concept
E.
all of the above
Self-concept can be divided into four basic parts.

Blooms: Remember
Difficulty: 1 Easy
Topic: Self-Concept
8.
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.
D.
social self-concept
E.
Actual self-concept is how I actually see myself.

Blooms: Remember
Topic: Self-Concept
12-29
9.
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.
D.
social self-concept
E.
Actual self-concept is how I actually see myself.

Blooms: Understand
Topic: Self-Concept
10.
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.
D.
social self-concept
E.
future self-concept
Who I would like to be is referred to as ideal self-concept.

Blooms: Remember
Topic: Self-Concept
12-30
11.
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.
D.
social self-concept
E.
Who I would like to be is referred to as ideal self-concept.

Blooms: Understand
Topic: Self-Concept
12.
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.
D.
social self-concept
E.
Private self-concept refers to how I am or would like to be to myself.

Blooms: Remember
Topic: Self-Concept
12-31
13.
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.
D.
social self-concept
E.
Private self-concept refers to how I am or would like to be to myself.

Blooms: Understand
Topic: Self-Concept
14.
One of the major distinctions of self-concept is between _____ and _____, which is also
related to an important value dimension in the United States and abroad.
A.
B.
C.
D.
private self-concept; public self-concept

personal self-concept; interpersonal self-concept
actual self-concept; ideal self-concept
independent self-concept; interdependent self-concept
E.
present self-concept; future self-concept
The independent self-concept emphasizes personal goals, characteristics, achievements, and
desires.

Blooms: Understand
Topic: Independent/Interdependent Self-Concepts
12-32
15.
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.
D.
social self-concept
E.
real self-concept
The social self-concept is how I am seen by others or how I would like to be seen by others.

Blooms: Understand
Topic: Self-Concept
16.
Self-concepts have been categorized into two types, which are _____.
A.
primary and secondary
B.
manifest and latent
C.
D.
independent and interdependent

yin and yang
E.
direct and indirect
Independent and interdependent are also referred to as one's separateness and
connectedness.

Blooms: Remember
12-33
17.
Which type of self-concept emphasizes personal goals, characteristics, achievements, and

desires?
A.
B.
C.
D.
E.
Individuals with an independent self-concept tend to be individualistic, egocentric,
autonomous, self-reliant, and self-contained.

Blooms: Remember
18.
Individuals with independent self-concepts tend to be _____.
A.
B.
C.
D.
autonomous
holistic
connected
obedient
E.
all of the above

Blooms: Remember
12-34
19.
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.
B.
C.
D.
E.

Blooms: Understand
20.
Which type of self-concept emphasizes family, cultural, professional, and social relationships?
A.
B.
group self-concept
C.
D.
E.
Individuals with an interdependent self-concept tend to be obedient sociocentric, holistic,
connected, and relation oriented.

Blooms: Remember
12-35
21.
Individuals with which type of self-concept tend to be obedient, sociocentric, holistic,

connected, and relation oriented?
A.
B.
group self-concept
C.
D.
E.
The interdependent self-concept emphasizes family, cultural, professional, and social
relationships.

Blooms: Remember
22.
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.
B.
role-based self-concept
C.
D.
E.
The interdependent self-concept emphasizes family, cultural, professional, and social
relationships.

Blooms: Understand
12-36
23.
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.
Those aspects of the self that are most valued and most influence consumption and other
behaviors vary across cultures.

Blooms: Understand
24.
The extended self consists of the self plus _____.
A.
B.
C.
D.
all others
family members
friends
possessions
E.
the ideal self
People tend to define themselves in part by their possessions.

Blooms: Remember
Topic: Possessions and the Extended Self
12-37
25.
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 stuf and was special to us." This is
reflecting Carla's _____.
A.
self-concept
B.
extended self
C.
D.
past self
ideal self
E.
personal self
People tend to define themselves in part by their possessions.

Blooms: Understand
26.
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
A single peak experience with a product, such as a mountain bike, can propel the product into
the extended self.

Blooms: Remember
12-38
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.
This instrument can be used to ensure a match between the self-concept (actual or ideal) of a
target, market, image of a brand, and the characteristics of an advertising spokesperson.

Blooms: Remember
Topic: Measuring Self-Concept
28.
The extent to which an individual includes important brands as part of his or her self-concept is
known as(the) _____.
A.
acquisition effect
B.
brand engagement
C.
materialistic effect
D.
endowment effect
E.
evaluation effect
The extent to which brands become part of the extended self appears to be affected by
individual differences in brand engagement.

Blooms: Remember
12-39
29.
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.
B.
semantic differentials
Likert items
C.
a 100-point constant-sum scale
D.
nominal variables
E.
This instrument can be used to ensure a match between the self-concept (actual or ideal) of a
target, market, image of a brand, and the characteristics of an advertising spokesperson.

Blooms: Understand
Topic: Measuring Self-Concept
30.
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
Owning a product affects a person even if it does not become an important part of the person's
extended self.

Blooms: Remember
12-40
31.
_____ percent of women in a study reported in the Dove consumer insight perceived their
actual beauty to fall short of their ideal.
A.
98
B.
10
C.
50
D.
25
E.
98 percent was the number found in the study.
30

Blooms: Remember
Difficulty: 1 Easy
32.
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
In general, consumers prefer brands that match their self-concepts.

Blooms: Remember
Topic: Using Self-Concept to Position Products
12-41
33.
For which type of product is self-image congruity likely to matter more?
A.
B.
C.
D.
vacuum
laundry detergent
perfume
paper towel
E.
lawn mower
For perfume, value-expressive symbolism is more critical than for more utilitarian products
such as a garage door opener.

Blooms: Remember
34.
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.
This is particularly true in public situations in which consumption behaviors can be observed
by others.

Blooms: Remember
Difficulty: 3 Hard
12-42
35.
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.
B.
independent
thinker
C.
high self-monitor
D.
low self-monitor
E.
Consumers who place heavy weight on the opinions and feelings of others are called high selfmonitors.

Blooms: Understand
Difficulty: 3 Hard
36.
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.
Self-image doesn't matter much to consumers who are low self-monitors.

Blooms: Remember
Difficulty: 3 Hard
12-43
37.
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.
Consumers who do not place heavy weight on the opinions and feelings of others are called
low self-monitors.

Blooms: Understand
Difficulty: 3 Hard
38.
_____ is how a person lives.
A.
Personality
B.
Self-concept
C.
D.
Lifestyle
Subculture
E.
Consumption
One's lifestyle influences all aspects of consumption behavior.

Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 12-02 Define lifestyle and its relationship to the self-concept and to psychographics
Topic: The Nature of Lifestyle
12-44
39.
Individuals with which type of self-concept are more likely to seek adventure and excitement
TV?
A.
independents
B.
interdependents
C.
self-monitors
D.
idealists
E.
doers
Individuals with independent self-concept are more likely to seek adventure and excitement
TV.

Blooms: Remember
Difficulty: 3 Hard
40.
Individuals with which type of self-concept are more likely to engage in home and domesticrelated activities and entertainment, including cooking at home and from scratch?
A.
independents
B.
interdependents
C.
self-monitors
D.
idealists
E.
doers
Interdependents are more likely to engage in social activities revolving around family and the
community.

Blooms: Remember
Difficulty: 3 Hard
12-45
41.
Attempts to develop quantitative measures of lifestyle were initially referred to as _____, which
is a term that is frequently used interchangeably with lifestyle.
A.
demographics
B.
lifeographics
C.
household life cycle
D.
psychographics
E.
personality
The terms "psychographics" and "lifestyle" are frequently used interchangeably.

Blooms: Remember
Topic: Measurement of Lifestyle
42.
Which of the following is typically included in a psychographic or lifestyle study?
A.
attitudes
B.
C.
D.
values
activities and interests
demographics
E.
all of the above
A psychographic or lifestyle study includes several measures.

Blooms: Remember
Difficulty: 1 Easy
12-46
43.
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.
B.
evaluative statements about other people, places, ideas, products, and so forth
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
Activities and interests are one of the measures in a psychographic lifestyle study.

Blooms: Understand
44.
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
Bon Vivants are thrill seekers who see cars as enhancing their already exciting lives.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 12-03 Explain specific lifestyle typologies and summarize those for luxury sports cars and technology
Topic: General versus Specific Lifestyle Schemes
12-47
45.
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.
B.
Top Guns
Elitists
C.
Proud Patrons
D.
Bon Vivants
E.
Fantasists
Top Guns are ambitious and driven; this group values power and control and expects to be
noticed.

Blooms: Remember
Difficulty: 3 Hard
46.
Rod purchased a 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.
B.
Top Guns
Elitists
C.
Proud Patrons
D.
Bon Vivants
E.
Fantasists
Proud Patrons purchase a car to satisfy themselves, not to impress others.

Blooms: Understand
Difficulty: 3 Hard
12-48
47.
Which of the following is one of Experian's technology profiles based on an extensive analysis
of attitudes, lifestyle, and adoption and usage patterns related to technology?
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
Novices
E.
all of the above
Wizards, Journeymen, Apprentices, and Novices are all Experian technology profiles.

Blooms: Remember
Difficulty: 3 Hard
48.
Which of the following is NOT one of Experian's technology profiles?
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
Enthusiasts
E.
Novices
Enthusiasts is not one of Experian's technology profiles.

Blooms: Remember
Difficulty: 3 Hard
12-49
49.
Which segment of Experian online shoppers is driven by the desire for new technology as a
means for improving all aspects of life?
A.
B.
Minimalists
Wizards
C.
Journeymen
D.
Apprentices
E.
Novices
Wizards are first to buy new electronic equipment and are likely to purchase the latest cell
phone and gaming technology.

Blooms: Remember
Difficulty: 3 Hard
50.
Janice is a 48-year-old married woman who uses technology as a major source of information
and shopping. She has a DVD drive on her computer and enjoys satellite radio, but would do
more if she could afford it. To which technology segment does Janice belong?
A.
B.
C.
D.
Novices
Gatherers
Apprentices
Enthusiasts
E.
Journeymen
Apprentices take advantage of new technology and are willing to adopt more as they become
more affordable.

Blooms: Understand
12-50
51.
Which consumer technology segment is mature, is retired, has a low household income, and is
confused by technology?
A.
B.
C.
D.
Journeymen
Gatherers
Apprentices
Novices
E.
Traditionalists
Novices are disconnected from emerging technology and resistant to change.

Blooms: Remember
Difficulty: 3 Hard
52.
Which technology segment is characterized by the statement "technology is life"? These folks
are enthusiastic and adventurous users of new technology.
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
Novices
E.
Enthusiasts
Wizards are driven by the desire for new technology as a means for improving all aspects of
life.

Blooms: Remember
Difficulty: 3 Hard
12-51
53.
Consumers in which technology segment are young and established, knowledgeable and
confident in their use of new technology, and just a notch down from Wizards in their
enthusiasm for technology?
A.
B.
Seekers
Techno-Strivers
C.
Journeymen
D.
Apprentices
E.
Media Junkies
Journeymen are a notch down from Wizards on enthusiasm, but nonetheless are
knowledgeable and confident in their use of new technology.

Blooms: Remember
Difficulty: 3 Hard
54.
Sarah is a retired grandmother of two who is resistant to change. Her grandchildren have
managed to teach her how to e-mail them at college, but she doesn't want to do more. To
which technology segment does Sarah belong?
A.
Wizards
B.
Journeymen
C.
Apprentices
D.
Novices
E.
Mouse Potatoes

Blooms: Understand
Difficulty: 3 Hard
12-52
55.
What are the two dimensions of the VALS typology of consumers?
A.
B.
C.
D.
age and gender

age and stage of family life cycle
stage of family life cycle and resources
primary motivation and resources
E.
primary motivation and age
According to VALS, consumers are classified according to their motivation and resources.

Blooms: Remember
Learning Objective: 12-04 Explain general lifestyle typologies and summarize those for VALS and PRIZM
Topic: The VALS System
56.
Which of the following is NOT a primary motivation on which the VALS typology is based?
A.
ideals motivation
B.
C.
D.
realist motivation
E. All of the above are primary motivations in the VALS typology.

The primary motivations that underlie VALS are ideals, achievement, and self-expression.

Blooms: Remember
Difficulty: 3 Hard
12-53
57.
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.
C.
D.
realist motivation
E.
focused motivation
The ideals motivation is characteristic of consumers guided in their choices by their beliefs and
principles rather than by feelings or desire for social approval.

Blooms: Remember
58.
Pamela is a consumer who 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.
C.
D.
realist motivation
E.
focused motivation
These consumers are guided in their choices by their beliefs and principles rather than feelings
or desire for social approval.

Blooms: Understand
12-54
59.
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.
C.
D.
realist motivation
E.
focused motivation
These consumers are goal oriented and make choices to enhance their social position.

Blooms: Remember
60.
Bob is a consumer who 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.
C.
D.
realist motivation
E.
focused motivation
These consumers strive for a clear social position and are strongly influenced by the actions,
approval, and opinions of others.

Blooms: Understand
12-55
61.
Action-oriented consumers who strive to express their individuality through their choices and
purchase experiences are driven by which primary motivation?
A.
ideals motivation
B.
C.
D.
realist motivation
E.
focused motivation
These consumers are spontaneous and seek adventure and excitement.

Blooms: Remember
62.
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.
C.
D.
realist motivation
E.
focused motivation
These action-oriented consumers strive to express their individuality through their choices;
they purchase experiences.

Blooms: Understand
12-56
63.
Which of the following is a VALS segment of consumers?
A.
Traditionalists
B.
Minimalists
C.
Blue Blood Estates
D.
Believers
E.
Enthusiasts
Believers are strongly traditional and respect rules and authority.

Blooms: Remember
64.
Which VALS segment of consumers comprises successful, sophisticated, active, take-charge

people with high self-esteem and abundant resources who are driven by a mix of motivations?
A.
B.
C.
D.
Achievers
Makers
Innovators
Thinkers
E.
Experiencers
Innovators are change leaders and are the most receptive to new ideas and technologies.

Blooms: Remember
12-57
65.
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.
B.
C.
D.
Achievers
Makers
Innovators
Thinkers
E.
Experiencers
Thinkers are mature, satisfied, comfortable, and reflective.

Blooms: Understand
66.
Which VALS segment consists of consumers who are strongly traditional, conservative, and
motivated by ideals?
A.
B.
C.
D.
Achievers
Makers
Believers
Experiencers
E.
Innovators
Believers are strongly traditional and respect rules and authority.

Blooms: Remember
12-58
67.
Jonathon is a career-oriented person. He values predictability over change. Premium products

are important to him to show friends he is successful. To which VALS segment does Jonathon
belong?
A.
B.
C.
D.
Achievers
Makers
Believers
Experiencers
E.
Innovators
Achievers have goal-oriented lifestyles that center on family and career.

Blooms: Understand
68.
Which VALS segment of consumers is style conscious and trendy, has limited income, and
feels life isn't fair?
A.
B.
C.
D.
Experiencers
Strivers
Survivors
Makers
E.
Believers
Strivers are trendy and fun loving, but have limited resources.

Blooms: Remember
12-59
69.
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.
B.
C.
D.
Experiencers
Strivers
Survivors
Makers
E.
Believers
Experiencers appreciate the unconventional.

Blooms: Understand
70.
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.
B.
C.
D.
Experiencers
Strivers
Survivors
Makers
E.
Believers
Makers value practicality and self-sufficiency.

Blooms: Understand
12-60
71.
Which VALS segment of consumers leads the most constricted lives, living simply on limited
incomes with a focus on safety and security?
A.
B.
C.
D.
Experiencers
Strivers
Survivors
Makers
E.
Believers
Survivors have the fewest resources, do not exhibit a primary motivation, and often feel
powerless.

Blooms: Remember
72.
What is the premise underlying geodemographic analyses?
A.
B.
C.
Age is the primary factor influencing lifestyle.

Lifestyle, and thus consumption, is largely driven by demographic factors.
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.
People with similar cultural backgrounds, means, and perspectives naturally gravitate toward
one another.

Blooms: Remember
Topic: Geo-Lifestyle Analysis (Nielsen PRIZM)
12-61
73.
How many PRIZM segments are there?
A.
B.
10
C.
38
D.
54
E.
66
PRIZM organizes its demographic classifications system into 66 social and life stage groups.

Blooms: Remember
Difficulty: 3 Hard
Topic: PRIZM Social and Life Stage Groups
74.
Which of the following PRIZM factors is determined by population density, relates to where
people live, and is strongly related to the lifestyles people lead?
A.
B.
C.
D.
ethnicity
geodemographics
urbanicity
life stage
E.
consensus
The broadest social groupings are based on urbanicity.

Blooms: Remember
Difficulty: 3 Hard
12-62
75.
Which of the following is a major PRIZM social group?
urban
A.
B.
family life
C.
mature years
D.
younger years
E.
all of the above
A major PRIZM social group is urban, which is major cities with high population density.

Blooms: Remember
76.
Which PRIZM social group is characterized by smaller, less densely populated cities or
satellites to major cities?
A.
B.
C.
D.
Urban
Suburban
Second City
Town & Rural
E.
Rural
Second City is characterized by smaller, less densely populated cities or satellites to major
cities.

Blooms: Remember
12-63
77.
Which of the following is a major PRIZM life stage group?
A.
B.
C.
D.
Urban
Town & Rural
Second City
Strivers
E.
Family Life
Family Life is characterized by households with children living at home.

Blooms: Remember
78.
Which PRIZM segment consists of consumers who 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; and are white-collar professionals?
A.
Urban Achievers
B.
Blue Blood Estates
C.
Bohemian Mix
D.
Pools & Patios
E.
Town & Rural
The Pools & Patios segment, formed during the postwar or Baby Boom, are suburban and
mature.

Blooms: Remember
Topic: Sample PRIZM Segments
12-64
79.
Carl is middle age and single. He has a high school education and works at a hotel as a desk
clerk. 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. To which
PRIZM group does Carl belong?
A.
Young Digerati
B.
Bohemian Mix
C.
Young & Rustic
D.
Big Fish, Small Pond
E.
Minimalists
Young & Rustic is composed of middle-age, restless singles.

Blooms: Understand
Difficulty: 3 Hard
80.
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
Altruists are interested in social issues and the welfare of society.

Blooms: Remember
Difficulty: 3 Hard
Learning Objective: 12-05 Discuss international lifestyles and one existing segmentation scheme
Topic: International Lifestyles
12-65
81.
Which of the following is NOT a global lifestyle segment identified by Roper Starch
Worldwide?
A.
B.
Strivers
Devouts
C.
Intimates
D.
Creatives
E.
Rustics
Rustics is not a global lifestyle segment identified by Roper Starch Worldwide.

Blooms: Remember
Difficulty: 3 Hard
82.
Which global lifestyle segment values duty, tradition, faith, obedience, and respect for elders?
A.
Strivers
B.
Devouts
C.
Altruists
D.
Intimates
E.
Creatives
Devouts are the least media involved and least interested in Western brands.

Blooms: Remember
12-66
83.
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.
D.
Intimates
Fun Seekers
E.
Creatives
Fun Seekers are the youngest, the most global in their lifestyles, roughly gender balanced, and
more common in developed Asia.

Blooms: Understand
True / False Questions

84.
Self-concept is the totality of the individual's thoughts and feelings having reference to himself
or herself as an object.
TRUE

Blooms: Remember
Difficulty: 1 Easy
Topic: Self-Concept
12-67
85.
The independent self-concept emphasizes personal goals, characteristics, achievement, and

desires.
TRUE

Blooms: Remember
Difficulty: 1 Easy
86.
The extended self consists of self plus others.

FALSE
The extended self consists of the self plus possessions.

Blooms: Remember
87.
The tendency of an owner to evaluate an object more favorably than a nonowner is known as
the mere ownership effect.
TRUE
Owning a product affects a person even if it does not become an important part of the person's
extended self.

Blooms: Remember
12-68
88.
Self-image congruity is likely to matter more when the situation involves public or conspicuous
consumption.
TRUE
In general, consumers prefer brands that match their self-concept.

Blooms: Remember
Difficulty: 1 Easy
89.
Consumers are usually explicitly aware of the role lifestyle plays in their purchase decisions.
FALSE
Lifestyle frequently provides the basic motivation and guidelines for purchase, although it
generally does so in an indirect, subtle manner.

Blooms: Remember
90.
The terms psychographics and lifestyles are frequently used interchangeably.

TRUE
Attempts to develop quantitative measures of lifestyle were initially referred to as
psychographics, which is a term that is frequently used interchangeably with lifestyle.

Blooms: Remember
91.
The technology segment labeled Wizards consists of consumers driven by desire for new
technology as a means for improving all aspects of life.
TRUE
Wizards are enthusiastic and adventurous users of new technology.

12-69

Blooms: Remember
92.
The technology segment of consumers labeled Apprentices are disconnected from emerging
technology and resistant to change.
FALSE

Blooms: Remember
Difficulty: 3 Hard
93.
In the VALS typology, individuals are classified according to their primary motivations, which
are ideals motivation, achievement motivation, or self-expression motivation.
TRUE
The three primary motivations that underlie VALS are ideals, achievement, and selfexpression.

Blooms: Remember
94.
The VALS segment known as Survivors are primarily concerned about safety and security.
TRUE
Survivors have the fewest resources, do not exhibit a primary motivation, and often feel
powerless.

Blooms: Remember
Topic: The VALS Segments
12-70
95.
The VALS segment known as Achievers are strongly traditional and respect rules and
authority.
FALSE
The VALS segment known as Believers are strongly traditional and respect rules and authority.

Blooms: Remember
Difficulty: 3 Hard
Topic: The VALS Segments
96.
PRIZM organizes its 66 individual segments into broader social and life stage groups.
TRUE
PRIZM offers a state-of-the-art geodemographic classification system that merges U.S.
Census data with extensive data on product usage and media usage patterns.

Blooms: Remember
Topic: Geo-Lifestyle Analysis (Nielsen PRIZM)
97.
Young Digerati, Blue Blood Estates, and Golden Ponds are examples of PRIZM segments.
TRUE
Young Digerati, Blue Blood Estates, and Golden Ponds are part of the six specific PRIZM
segments that can be used in developing a successful marketing strategy.

Blooms: Remember
98.
Altruists are the global lifestyle segment interested in social issues and the welfare of society.
TRUE
Altruists are most common in Latin America and Russia.

12-71
Blooms: Remember
Essay Questions
99.
Compare and contrast the independent self-concept and the interdependent self-concept.
The independent self-concept emphasizes personal goals, characteristics, achievements,

and desires. Individuals with an independent self-concept tend to be individualistic, egocentric,
autonomous, self-reliant, and self-contained. They define themselves in terms of what they
have done, what they have, and their personal characteristics.
An interdependent construal of the self is based more on the common Asian cultural belief in
the fundamental connectedness of human beings. This interdependent self-concept
emphasizes family, cultural, professional, and social relationships. Individuals with an
interdependent self-concept tend to be obedient, sociocentric, holistic, connected, and relation
oriented. They define themselves in terms of social roles, family relationships, and
commonalities with other members of their groups.
Independent and interdependent self-concepts are not discrete categories; rather, they are
constructs used to describe the opposite ends of a continuum along which most cultures lie.

Blooms: Understand
12-72
100.
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.
The degree to which "self-image congruity" matters depends on a number of product,

situational, and individual factors. First, self-image congruity is likely to matter more for
products such as perfume, where value-expressive symbolism is critical, than for more
utilitarian products. Second, self-image congruity (especially ideal social self) is likely to matter
more when the situation involves public or conspicuous consumption (e.g., having a beer with
friends at a bar) than when consumption is private (e.g., having a beer at home). Finally, selfimage congruity is likely to matter more for consumers who place heavy weight on the opinions
and feelings of others (called high self-monitors) than for consumers who do not (called low
self-monitors), particularly in public situations where consumption behaviors can be observed
by others.

Blooms: Understand
Difficulty: 3 Hard
101.
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.
Psychographic or lifestyle studies typically include the following:

a. Attitudesevaluative statements about other people, places, ideas, products, and so forth.
b. Valueswidely held beliefs about what is acceptable or desirable.
c. Activities and interestsnonoccupational behaviors to which consumers devote time and
effort, such as hobbies, sports, public service, and church.
d. Demographicsage, education, income, occupation, family structure, ethnic background,
gender, and geographic location.
e. Media patternsthe specific media the consumers utilize.
f. Usage ratesmeasurements of consumption within a specified product category; often
consumers are categorized as heavy, medium, light, or nonusers.

Blooms: Understand
12-73
102.
Discuss the two dimensions on which the VALS typology is based.
The two dimensions on which the VALS typology is based are primary motivation and
resources. The VALS system identifies three primary motivations:
a. Ideals motivationthese consumers are guided in their choices by their beliefs and
principles rather than by feelings or desire for social approval. They purchase functionality and
reliability.
b. Achievement motivationthese consumers strive for a clear social position and are
strongly influenced by the actions, approval, and opinions of others. They purchase status
symbols.
c. Self-expression motivationaction-oriented consumers strive to express their individuality
through their choices. They purchase experiences.
The second dimension, termed resources, reflects the ability of individuals to pursue their
dominant self-orientation. It refers to the full range of psychological, physical, demographic,
and material means on which consumers can draw.

Blooms: Understand
12-74
103.
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 life stage groups. Explain these broader
groups.
The broadest social groupings are based on "urbanicity," which is determined by population
density, relates to where people live, and is strongly related to the lifestyles people lead. The
four major social groups are:
a. Urbanmajor cities with high population density.
b. Suburbanmoderately dense "suburban" areas surrounding metropolitan areas.
c. Second Citysmaller, less densely populated cities or satellites to major cities.
d. Town & Rurallow-density towns and rural communities.
The broadest life stage groups are based on age and the presence of children. The three
major life stage groups are:
a. Younger Yearssingles and couples under 35 years of age with no children or middle
aged without children at home.
b. Family Lifehouseholds with children living at home.
c. Mature Yearsage 55 and over, or age 45-64 without children at home.

Blooms: Understand
12-75

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Chapter 12

Self-Concept and Lifestyle

Multiple Choice Questions

2. Which global elite luxury segment loves prestige brands?

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

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

all of the above

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

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

private self-concept; public self-concept

primary and secondary

manifest and latent

independent and interdependent

yin and yang

direct and indirect

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

The self-concept is important in all cultures.

All of the above are true.

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

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

100-point constant-sum scale

a 100-point constant-sum scale

personal bias effect

personal relevance effect

mere ownership effect

mere exposure effect

38. _____ is how a person lives.

household life cycle

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

widely held beliefs about what is acceptable or desirable

specific media the consumers utilize

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

48. Which of the following is NOT one of Experian's technology profiles?

age and gender

age and stage of family life cycle

stage of family life cycle and resources

E. All of the above are primary motivations in the VALS typology.

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

Blue Blood Estates

72. What is the premise underlying geodemographic analyses?

Age is the primary factor influencing lifestyle.

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

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

all of the above

Town & Rural

77. Which of the following is a major PRIZM life stage group?

Blue Blood Estates

Pools & Patios

Young & Rustic

Big Fish, Small Pond

Young & Rustic

True / False Questions

86. The extended self consists of self plus others.

Chapter 12 Self-Concept and Lifestyle Answer Key

Multiple Choice Questions

AACSB: Analytical Thinking

Which global elite luxury segment loves prestige brands?

AACSB: Analytical Thinking

AACSB: Analytical Thinking

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

AACSB: Analytical Thinking

AACSB: Analytical Thinking

AACSB: Analytical Thinking