Moriarty Adv-Imc9 Tif ch5

Advertising & IMC: Principles and Practice, 9e (Moriarty)
Chapter 5 Segmenting and Targeting the Audience

1) ________ describes how individuals or groups select, purchase, use, or dispose of products, as
well as the needs and wants that motivate these behaviors.
A) Marketing
B) Consumption
C) Consumer behavior
D) Psychology
E) Segmentation
Answer: C
Diff: 1 Page Ref: 130-131
Skill: Concept
Objective: 5-1
2) Which of the following is a social/cultural influence on consumer decision making?
A) state of mind
B) innovation
C) satisfaction
D) family
E) personality
Answer: D
Diff: 2 Page Ref: 131
Skill: Concept
Objective: 5-1
3) Which of the following is NOT a social/cultural influence on consumer decision making?
A) culture
B) motivations
C) social class
D) reference groups
E) demographics
Answer: B
Skill: Concept
AACSB: Multicultural and diversity understanding
Objective: 5-1
1
Copyright 2012 Pearson Education, Inc. Publishing as Prentice Hall
4) Which of the following is a psychological influence on consumer decision making?

A) state of mind
B) innovation
C) family
D) culture
E) brand relationship
Answer: A
Skill: Concept
Objective: 5-1
5) Which of the following is NOT a psychological influence on consumer decision making?
A) state of mind
B) selective perception
C) satisfaction
D) personality
E) innovation
Answer: E
Skill: Concept
Objective: 5-1
6) Which of the following choices is a behavioral influence on consumer decision making?
A) culture
B) reference groups
C) personality
D) psychographics
E) innovation
Answer: E
Skill: Concept
Objective: 5-1
7) Which of the following is NOT a psychological influence?
A) selective perception
B) needs and wants
C) motivations
D) quantity usage
E) attitudes and value
Answer: D
Skill: Concept
Objective: 5-2
2
8) ________ is made up of tangible itemssuch as art, literature, buildings, and musicand

intangible conceptssuch as knowledge, laws, morals, and customs.
A) Society
B) Culture
C) Ethnicity
D) Behavior
E) Social class
Answer: B
Skill: Concept
Objective: 5-1
9) The boundaries each culture establishes for "proper" behavior are called ________.
A) references
B) values
C) norms
D) subcultures
E) core values
Answer: C
Skill: Concept
Objective: 5-1
10) ________ are simply rules learned through social interaction that specify or prohibit certain
behaviors.
A) Norms
B) References
C) Values
D) Attitudes
E) Motivations
Answer: A
Skill: Concept
Objective: 5-1
3
11) The source of norms is a culture's ________, which represent underlying belief systems.
A) values
B) legal systems
C) social systems
D) social classes
E) education systems
Answer: A
Skill: Concept
Objective: 5-1
12) A sense of belonging, excitement, fun and enjoyment, warm relationships, self-fulfillment,
respect from others, a sense of accomplishment, security, self-respect, and thrift are all examples
of ________.
A) norms
B) culture
C) core values
D) behaviors
E) attitudes
Answer: C
Skill: Concept
Objective: 5-1
13) The position you and your family occupy within your society is known as your ________.
A) subculture
B) culture
C) ethnic group
D) reference group
E) social class
Answer: E
Skill: Concept
Objective: 5-1
4
14) Which of the following does NOT determine an individual's social class?
A) income
B) wealth
C) education
D) occupation
E) geography
Answer: E
Skill: Concept
Objective: 5-1
15) Which of the following is NOT typically used to determine social class?
A) income
B) age
C) family prestige
D) value of home
E) neighborhood
Answer: B
Skill: Concept
Objective: 5-1
16) Which of the following statements is true regarding social class in the United States?
A) Social class is determined solely by income level.
B) Lines between social classes in the United States are fixed and rigid.
C) People in different social classes tend to buy different products.
D) Wealth is more critical than education level in measuring social class.
E) People are relegated to a permanent class layer in the United States.
Answer: C
Skill: Concept
Objective: 5-1
17) A ________ is a group of people an individual uses as a model for behavior in specific
situations.
A) subgroup
B) social class
C) reference group
D) normal group
E) cohort
Answer: C
Skill: Concept
Objective: 5-1
5
18) Family is one of the ________ factors that influence consumer behavior.
A) cultural
B) social
C) personal
D) psychological
E) business
Answer: B
Skill: Concept
Objective: 5-1
19) Which of the following is the most important reference group because of its formative role
and the intensity of its relationships?
A) neighbors
B) teachers
C) family
D) employer
E) coworkers
Answer: C
Skill: Concept
Objective: 5-1
20) According to the U.S. Census definition, a ________ consists of two or more people who are
related by blood, marriage, or adoption, and live in the same household.
A) subculture
B) family
C) household
D) reference group
E) normative group
Answer: B
Skill: Concept
Objective: 5-1
21) A ________ consists of all those who occupy a dwelling whether they are related or not.
A) subculture
B) family
C) household
D) reference group
E) normative group
Answer: C
Skill: Concept
Objective: 5-1
6
22) The basic driving forces that motivate us to do something are called ________.
A) wants
B) desires
C) values
D) needs
E) attitudes
Answer: D
Skill: Concept
Objective: 5-1
23) ________ are what we feel for more essential items, such as food and shelter; ________
occur when we desire or wish for something.
A) Needs; wants
B) Wants; needs
C) Primary needs; secondary needs
D) Acquired needs; primary needs
E) Innate wants; acquired wants
Answer: A
Skill: Concept
Objective: 5-1
24) ________ needs are those we learn in response to our culture and environment and may
include needs for esteem, prestige, affection, power, and learning.
A) Innate
B) Primary
C) Acquired
D) Selective
E) Higher-order
Answer: C
Skill: Concept
Objective: 5-1
25) Acquired needs are also called ________ needs.
A) secondary
B) primary
C) physiological
D) innate
E) safety
Answer: A
Skill: Concept
AACSB: Analytic skills
Objective: 5-1
7
26) According to Maslow's Hierarchy of Needs, which level of needs includes self-fulfillment
and enriching experiences?
A) ego needs
B) belongingness needs
C) safety needs
D) self-actualization needs
E) physiological needs
Answer: D
Skill: Concept
Objective: 5-1
27) Prestige, status, and accomplishments are all examples of which level of needs in the
Maslow's Hierarchy of Needs?
A) ego needs
B) belongingness needs
C) safety needs
D) self-actualization needs
E) physiological needs
Answer: A
Skill: Concept
Objective: 5-1
28) In Maslow's Hierarchy of Needs, ________ needs include water, sleep, and food.
A) self-actualization
B) ego
C) belongingness
D) safety
E) physiological
Answer: E
Skill: Concept
Objective: 5-1
29) In Maslow's Hierarchy of needs, ________ needs include love, friendship and acceptance by
others.
A) self-actualization
B) ego
C) belongingness
D) safety
E) physiological
Answer: C
Skill: Concept
Objective: 5-1
8
30) According to the theory of ________, we tend to compensate or justify the discrepancies
between what we actually receive and what we thought we would receive.
A) selective satisfaction
B) cognitive dissonance
C) adaptation
D) mass desire
E) attribution
Answer: B
Skill: Concept
Objective: 5-1
31) Which of the following is the public spread of a private want?
A) selective satisfaction
C) adaptation
D) mass desire
E) normatization
Answer: D
Skill: Concept
Objective: 5-1
32) A(n) ________ is an internal force that stimulates a person to behave in a particular manner
and is produced by the tension caused by an unfulfilled want or need.
A) attitude
B) desire
C) value
D) motive
E) norm
Answer: D
Skill: Concept
Objective: 5-1
33) ________ means dividing the market into groups of people who have similar characteristics
in certain key product-related areas.
A) Targeting
B) Marketing
C) Positioning
D) Segmenting
E) Profiling
Answer: D
Skill: Concept
Objective: 5-2
9
34) Using which strategy do planners treat the market as homogeneous and use general appeals
for all consumers?
A) multi-segment strategy
B) undifferentiated strategy
C) behavioral targeting strategy
D) microtargeting strategy
E) niche strategy
Answer: B
Skill: Concept
Objective: 5-2
35) Subsegments of a more general market segment are known as ________ markets and are
defined by individuals with some distinctive interest or attitude, such as being ecologically
minded consumers.
A) behavioral
B) niche
C) cultural
D) generational
E) social
Answer: B
Skill: Concept
Objective: 5-2
36) Which approach to segmentation divides the market using such characteristics such as
gender, ethnicity, income, and so forth?
A) demographic segmentation
B) geographic segmentation
C) psychographic segmentation
D) benefit segmentation
E) behavioral segmentation
Answer: A
Skill: Concept
Objective: 5-2
10
37) International, national, state, city, climate, and urban/rural are all ways to segment a market
by ________.
A) demographics
B) geographics
C) psychographics
D) behavioral characteristics
E) benefits sought
Answer: B
Skill: Concept
Objective: 5-2
38) Which of the following is NOT an approach to segmenting consumer markets?
D) behavioral segmentation
E) brand segmentation
Answer: E
Skill: Concept
Objective: 5-2
39) Which approach to segmentation divides people into groups based on product category and
brand usage?
D) benefit segmentation
E) behavioral segmentation
Answer: E
Skill: Concept
Objective: 5-2
40) ________ are the statistical, social, and economic characteristics used to describe a
population, including age, gender and sexual orientation, education, income, occupation, race,
and family status.
A) Psychographics
B) Lifestyles
C) Geographics
D) Demographics
E) Ethnographics
Answer: D
Skill: Concept
Objective: 5-2
11
41) The youngest of the baby boomers are now in their ________.
A) late 20s
B) mid to late 20s
C) mid to late 40s
D) early 50s
E) early 60s
Answer: C
Skill: Concept
Objective: 5-2
42) Which age-related population group is also referred to as the iGeneration?
A) Generation X
B) Millennials
C) Generation Y
D) the Greatest Generation
E) Me Generation
Answer: B
Skill: Concept
Objective: 5-2
43) Which of the following most accurately characterizes members of Generation Y?
A) They are children of baby boomers.
B) They are the most environmentally educated generation.
C) They have reached their peak earning and spending years.
D) They were once labeled "the Greatest Generation."
E) They are less immersed in technology than Gen Xers are.
Answer: A
Skill: Concept
Objective: 5-2
12
44) Which of the following statements is false?

A) In the last decade, gay and lesbian consumers have become substantial target markets.
B) Few cultures are more important to U.S. marketing than the Hispanic culture because it is
growing proportionately faster than other ethnic groups.
C) There are media use differences based on ethnicity.
D) In the United States during the last three decades, there has been a gradual movement from
white-collar occupations to blue-collar occupations.
E) For advertisers, education tends to correlate with the type of medium consumers prefer.
Answer: D
Skill: Concept
Objective: 5-2
45) Consumers with lower education tend to be higher users of ________ than consumers of
higher education tend to be.
A) newspapers
B) radio
C) magazines
D) television
E) the Internet
Answer: D
Skill: Concept
Objective: 5-2
46) ________ is the amount of money available to a household after taxes and basic necessities
such as food and shelter are paid for.
A) Taxable income
B) Discretionary income
C) Available income
D) Net income
E) Gross income
Answer: B
Skill: Concept
Objective: 5-2
13
47) What race/ethnicity is growing faster than other ethnic groups?

A) Caucasians
B) African Americans
C) Asians
D) Hispanics
E) American Indians
Answer: D
Skill: Concept
Objective: 5-2
48) Of the following, which ethnic minority is expected to be about 30% of the U.S. population
by 2050?
A) African Americans
B) Asian Americans
C) Hispanics
D) Native Americans
E) Arab Americans
Answer: C
Skill: Concept
Objective: 5-2
49) The term ________ refers to lifestyle and psychological characteristics, such as activities,
values, attitudes, interests, and opinions.
A) psychology
B) psychographics
C) attitude
D) motivation
E) personality
Answer: B
Skill: Concept
Objective: 5-2
14
50) Which of the following statements regarding attitudes is false?

A) Advertisers are interested in attitudes because of their impact on motivations.
B) Attitudes vary in direction and strength; that is, an attitude can be positive or negative,
reflecting like or dislike, or it can be neutral.
C) Most attitudes are deeply set and cannot be changed.
D) Attitudes are important to advertisers because they influence how consumers evaluate
products, institutions, retail stores, and advertising.
E) Attitudes are learned.
Answer: C
Skill: Concept
Objective: 5-2
51) Psychographic analysis looks at ________ in terms of patterns of consumption, personal
relationships, interests, and leisure activities.
A) lifestyle
B) psychology
C) values
D) family
E) attitude
Answer: A
Skill: Concept
Objective: 5-2
52) According to the VALS classification of consumers, what are the three primary motivations
for buying products and services?
A) ideals, achievement, and self-expression
B) self-orientation, self-expression, and self-fulfillment
C) age, social class, and education
D) resources, innovations, and psychographics
E) attitudes, lifestyle, and values
Answer: A
Skill: Concept
Objective: 5-2
53) What two variables are used to organize the VALS Lifestyle Framework?
A) resources and innovation
B) age and self-orientation
C) age and social class
D) resources and psychographics
E) social class and education
Answer: A
Skill: Concept
Objective: 5-2
15
54) Which of the following is NOT a VALS classification of consumers?

A) Thinkers
B) Strivers
C) Makers
D) Doers
E) Believers
Answer: D
Skill: Concept
Objective: 5-2
55) ________ refers to how much of a product category or brand a customer buys.
A) Adoption
B) Innovation
C) Motivation
D) Niche
E) Usage
Answer: E
Skill: Concept
Objective: 5-2
56) Which of the following is NOT considered a consumer category of brand relationship?
A) innovators
B) ex-users
C) first-timers
D) switchers
E) regulars
Answer: A
Skill: Concept
Objective: 5-2
57) Which of the following describes people with low levels of brand loyalty who may be
willing to try a new brand?
A) switchers
B) light users
C) early adopters
D) innovators
E) laggards
Answer: A
Skill: Concept
Objective: 5-2
16
58) Consumers learn about new products for the first time and make the decision to buy them
during the ________.
A) need recognition stage
B) adoption process
C) evaluation process
D) trial process
E) quality assessment
Answer: B
Skill: Concept
Objective: 5-2
59) Which category of the adoption process represents the 2.5 percent of the population willing
to try something new?
A) innovators
B) early adopters
C) early majority
D) late majority
E) laggards
Answer: A
Skill: Concept
Objective: 5-2
60) According to SRI International, early adopters ________.
A) have many strong social contacts
B) are people involved in unusual activities and whose level of activity will disproportionately
affect the behaviors of others
C) are low media users
D) have a simple history of personal relationships
E) are heavily influenced by others in their social circles
Answer: B
Skill: Concept
Objective: 5-2
17
61) ________ is your view of the relationship between what you gain by trying something new
and what you have to lose if it doesn't work out.
A) Adoption
B) Adaptation
C) Perceived risk
D) Selective exposure
E) Selective distortion
Answer: C
Skill: Concept
Objective: 5-2
62) ________ are professional researchers hired by advertisers to identify trends that may affect
consumer behavior.
A) Profilers
B) Futurists
C) Trend spotters
D) Demographers
E) Buzz marketers
Answer: C
Skill: Concept
Objective: 5-2
63) ________ are trend spotters who specialize in identifying trendy fads that appeal to young
people.
A) Cool hunters
B) Buzz marketers
C) Trend hunters
D) Gen Y marketers
E) Trend setters
Answer: A
Skill: Concept
Objective: 5-2
64) Which of the following is NOT a step in the consumer decision process?
A) need recognition
C) information search
D) postpurchase evaluation
E) purchase decision
Answer: B
Skill: Concept
Objective: 5-3
18
65) ________ can vary in terms of seriousness or importance, and the goal of advertising at this
stage is to activate or stimulate the need.
A) Need recognition
B) Information search
C) Evaluation of alternatives
D) Purchase decision
E) Postpurchase behavior
Answer: A
Skill: Concept
Objective: 5-3
66) If the consumer's drive is strong and a satisfying product is near at hand, the consumer is
likely to buy it then. If not, the consumer may store the need in memory or undertake a(n)
________.
A) brand personality
B) selective retention
C) postpurchase behavior
D) information search
E) product adoption
Answer: D
Skill: Concept
Objective: 5-3
67) ________ is the stage in which consumers compare various products and features and reduce
the list of options to a manageable number.
A) Need recognition
B) Information search
C) Evaluation of alternatives
D) Purchase decision
E) Postpurchase behavior
Answer: C
Skill: Concept
Objective: 5-3
19
68) Which of the following statements regarding influences on business-to-business decision

making is false?
A) In organizational buying, many individuals are involved in making the decision, often with a
buying committee making the final decision.
B) Although the business buyer may be motivated by both rational and emotional factors, the use
of rational and quantitative criteria dominate most decisions.
C) Quality is less important in business-to-business buying than in consumer buying.
D) The decision is sometimes made based on a set of specifications to potential suppliers who
then bid on the contract.
E) The decision may span a considerable time, creating a lag between the initial contact and final
decision.
Answer: C
Skill: Concept
Objective: 5-3
69) ________ involves selecting potentially profitable segments as the audience for a marketing
communication effort.
A) Targeting
B) Positioning
C) Zoning
D) Segmenting
E) Profiling
Answer: A
Skill: Concept
Objective: 5-4
70) Which of the following involves matching online ads to interests indicated by recency and
frequency of consumer online behavior?
A) data mining
B) behavioral targeting
C) microtargeting
D) niche marketing
E) mass marketing
Answer: B
Skill: Concept
AACSB: Use of information technology
Objective: 5-4
20
71) Purchasers and users have the same needs.

Answer: FALSE
Skill: Concept
Objective: 5-1
72) The social and cultural forces that impact consumer decision making include culture, social
class, family, and demographics.
Answer: TRUE
Skill: Concept
Objective: 5-1
73) Values are defined as rules that we learn through social interaction that specify or prohibit
certain behaviors.
Answer: FALSE
Skill: Concept
Objective: 5-1
74) A household differs from a family in that it consists of all those who occupy a dwelling
whether they are related or not.
Answer: TRUE
Skill: Concept
Objective: 5-1
75) A need is an internal force that stimulates an individual to behave in a particular manner.
Answer: FALSE
Skill: Concept
Objective: 5-1
76) Acquired needs are those we learn in response to our culture and environment and may
include needs for esteem, prestige, affection, power, and learning.
Answer: TRUE
Skill: Concept
Objective: 5-1
77) Physiological needs include the need for water, food, air, and sleep.
Answer: FALSE
Skill: Concept
Objective: 5-1
21
78) Consumers who try a product and find it does not meet their expectations may be
dissatisfied.
Answer: TRUE
Skill: Concept
Objective: 5-1
79) According to the theory of cognitive dissonance, people tend to compensate or justify the
discrepancies between what they actually receive and what they thought they would receive.
Answer: TRUE
Skill: Concept
Objective: 5-1
80) Using an undifferentiated strategy, marketers treat the market as homogeneous, purposely
ignoring differences in the market and using one marketing strategy that will appeal to as many
people as possible.
Answer: TRUE
Skill: Concept
Objective: 5-2
81) Psychographic segmentation is primarily based on studies of how people spend their money,
their patterns of work and leisure, their interests and opinions, and their views of themselves.
Answer: TRUE
Skill: Concept
Objective: 5-2
82) Consumers with higher education tend to prefer print media, the Internet, and selected radio
and cable stations.
Answer: TRUE
Skill: Concept
Objective: 5-2
83) In the United States, the Asian market is becoming a huge opportunity because it is growing
faster than other ethnic groups.
Answer: FALSE
Skill: Concept
Objective: 5-2
22
84) Ethnicity is a major factor for segmenting markets.

Answer: TRUE
Skill: Concept
Objective: 5-2
85) Psychographics refers to lifestyle and psychological characteristics such as activities,
interests, and opinions.
Answer: TRUE
Skill: Concept
Objective: 5-2
86) Psychographics are the statistical, personal, social, and economic characteristics used to
describe a population.
Answer: FALSE
Skill: Concept
Objective: 5-2
87) In the VALS Framework, psychographic groups are arranged vertically by self-orientation
and horizontally by resources.
Answer: FALSE
Skill: Concept
Objective: 5-2
88) In the VALS Framework, Achievers and Strivers are motivated by achievement.
Answer: TRUE
Skill: Concept
Objective: 5-2
89) The "bling bling generation" is a term coined by gay, upwardly mobile professionals.
Answer: FALSE
Skill: Concept
Objective: 5-2
23
90) The critical behavior predictor called usage refers to how much of a product category or
brand a customer buys.
Answer: TRUE
Skill: Concept
Objective: 5-2
91) According to the Pareto Rule, 20 percent of the users buy 80 percent of the products.
Answer: TRUE
Skill: Concept
Objective: 5-2
92) In consumer categories, first-timers are people with low levels of brand loyalty who are
willing to leave a brand to try another one.
Answer: FALSE
Skill: Concept
Objective: 5-2
93) The first step in the consumer decision process is information search.
Answer: FALSE
Skill: Concept
Objective: 5-3
94) Searchers are people who are driven by a need to know everything they can about a product
before making a purchase, particularly for major purchases.
Answer: TRUE
Skill: Concept
Objective: 5-3
95) A difference between the low- and high-involvement decision processes is that in the lowinvolvement case, the information search stage may be skipped.
Answer: TRUE
Skill: Concept
Objective: 5-3
96) The first brands that come to mind when you think of a product category are referred to as
your evoked set.
Answer: TRUE
Skill: Concept
Objective: 5-3
24
97) Purchase decision is the last step of the consumer decision process.
Answer: FALSE
Skill: Concept
Objective: 5-3
98) Business buyers are not influenced by emotional factors.
Answer: FALSE
Skill: Concept
Objective: 5-3
99) After segmenting a market, the marketer selects potentially profitable segments to be the
target audience for a marketing communication effort.
Answer: TRUE
Skill: Concept
Objective: 5-4
100) Profiles are descriptions of the target audience that read like a description of someone you
know.
Answer: TRUE
Skill: Concept
Objective: 5-4
101) A belief that your family is more important than your job is an example of a value.
Answer: TRUE
Skill: Application
Objective: 5-1
102) Because people are able to move between social classes, these classes are relatively
impermanent and disordered divisions composed of members who do not share values, interests,
or behaviors.
Answer: FALSE
Skill: Critical Thinking
AACSB: Reflective thinking skills
Objective: 5-1
25
103) When an insurance company tailors its promotional messages to show how its products
protect people from being devastated by a natural disaster or an accident, the company is
appealing to a secondary need on Maslow's Hierarchy of Needs.
Answer: FALSE
Skill: Application
Objective: 5-1
104) Ed purchases new technological devices such as PDAs, DVRs, and MP3 players after many
people he knows already own the devices. However, Ed is rarely among the last people he knows
to purchase a new technology. Ed is part of the late majority adopter group.
Answer: TRUE
Skill: Application
Objective: 5-2
105) A person buying a boat would be unlikely to exhibit low-involvement buying behavior.
Answer: FALSE
Skill: Application
Objective: 5-3
26
106) Name and describe the social and cultural influences on consumer decisions and why they
are important for advertisers.
Answer: The cultural and social forces that impact consumer behavior fall into five major areas:
(1) CultureMade up of tangible items and intangible concepts that together define a group of
people or a way of life. It is learned and passed on from one generation to the next. The
boundaries each culture establishes for behavior are called norms, which are simply rules that we
learn through social interaction that specify or prohibit certain behaviors. The source of norms is
our values, which come from our immersion in a specific culture. Advertisers strive to
understand the underlying core values that govern people's attitudes and refer to them when
selecting an ad's primary appeals.
(2) Social ClassThe position you and your family occupy within your society and is determined
by such factors as income, wealth, education, occupation, family prestige, value of home, and
neighborhood. Marketers assume that people in one class buy different goods from different
outlets and for different reasons than people in other classes.
(3) Reference GroupsA group of people we use as a guide for behavior in specific situations.
Reference groups provide information, they serve as a means of comparison, and they offer
guidance for consumers. Ads that feature typical users in fun or pleasant surroundings as well as
those that use celebrity endorsements are using a reference group strategy.
(4) FamilyThe most important reference group because of its longevity and the intensity of its
relationships. A family consists of two or more people who are related by blood, marriage, or
adoption, and live in the same household. Advertisers need to understand the structure, changes,
and workings of the family in order to communicate.
(5) DemographicsThe statistical, personal, social, and economic characteristics used to describe
a population including age, gender, education, income, occupations, race, and family size. These
characteristics serve as the basis for most advertising strategies, and knowing them assists
advertisers in message design and media selection for the target market.
Skill: Synthesis
Objective: 5-1
27
107) Name and describe the psychological influences that motivate consumers and why they are
important to advertisers.
Answer:
(1) Perception and State of MindAffects the way you perceive information as well as
determines your particular pattern of consumer behavior. Your past experiences with a brand, as
well as what your friends say about it, can color your feelings and make you more or less
receptive to a brand message.
(2) Needs and WantsAre two different responses that lead to different reactions to an
advertising message. The basic driving forces that motivate us are needs. Some needs are innate
and others are acquired. A want occurs when we desire or wish for something. A want can
provide strong motivation to try or buy something new. Desire is the driving force behind
demand.
(3) MotivationsAn internal force that stimulates a person to behave in a particular manner,
usually produced by tension caused by an unfulfilled need. Understanding buying motives is
crucial to advertisers because the advertising message and the timing of the ad should coincide
with the consumer's motivation priorities.
(4) AttitudesAttitudes impact motivations, and they are learned, so we can establish them,
change them, reinforce them, or replace them with new ones. Attitudes are important to
advertisers because they influence how consumers evaluate products, institutions, retail stores,
and advertising.
(5) PsychographicsRefers to lifestyle and psychological characteristics, such as attitudes,
interest, and opinions. Advertisers use psychographics in order to understand fairly complex
consumer pattern groupings. Knowing the psychographic orientation of consumers is a valuable
asset to an advertiser in deciding to whom the messages should be targeted.
Skill: Synthesis
Objective: 5-1
28
108) Name and describe the behavioral influences on consumer decisions.

Answer:
(1) Usage BehaviorRefers to how much of a product category or brand a customer buys. There
are two ways to look at usage: usage rates and brand relationship. Usage rates refer to quantity of
purchase: light, medium, or heavy. Because heavy users typically buy the most of a product
category or a brand's share of the market, they are important to marketers and planners make
special efforts to understand this key customer group. Brand relationship refers to past, present,
or future use of the product by nonusers, ex-users, regulars, first-timers, loyal users, and users of
and switchers from, or to, competitive products.
(2) Innovation and AdoptionThe adoption process is identified in terms of the personal behavior
of people and how their behavior reflects the speed with which they are willing to try something
new. People are grouped based on these behaviors, such as innovators, early adopters, early
majority, late majority, and laggards. Innovators and the early adopters categories are important
groups for marketers launching new products.
(3) ExperiencesPeople are interested in the experience of doing something like shopping that
sometimes may be more important than what is bought. Decisions are often based on what was
the experience with the brandhow well it performed, how easy it was to use, and how well
customer service responded to questions.
Skill: Synthesis
Objective: 5-2
29
109) Define segmenting and targeting, and name and describe typical approaches to
segmentation.
Answer: Segmenting means dividing the market into groups of people who have similar
characteristics in certain key product-related areas. Targeting means identifying the group that
might be the most profitable audience, the one most likely to respond to marketing
communication. There are six approaches to segmentation:
(1) Demographic SegmentationDivides the market using characteristics such as gender, age,
ethnicity, income, and so forth.
(2) Life Stage SegmentationBased on the stage in consumers' life cycle, which includes such
categories as children, young people living at home, college students, singles living on their own,
couples, families with children, empty nesters, and senior singles living alone. Age is a
characteristic of life stage, as is living situation. Discretionary income tends to vary with life
stage.
(3) Geographic SegmentationUses location as a defining variable because consumers needs
sometimes vary depending upon where they live. The most important variables are world or
global, region, nation, state, city, climate, population density, and urban/rural character.
(4) Psychographic SegmentationPrimarily based on studies of how people spend their money,
their patterns of work and leisure, their interest and opinions, and their views of themselves.
(5) Behavioral SegmentationDivides people into groups based on product category and brand
usage.
(6) Values and Benefits-based SegmentationBased on consumers' needs or problems. The idea
is that people buy products for different benefits they hope to derive.
Skill: Synthesis
Objective: 5-2
30
110) Name and describe the stages of the consumer decision process under a high-involvement
purchase decision and the role advertising plays in each. How is this different under a lowinvolvement decision?
Answer: The stages of the consumer decision process under a high-involvement purchase
decision are:
(1) Need RecognitionOccurs when the consumer recognizes a need for a product. The goal of
advertising at this stage is to activate or stimulate this need.
(2) Information SearchCan be casual or formal. Advertising helps the search process by
providing information and making it easy to find and remember.
(3) Evaluation of AlternativesThe stage where consumers compare various products and
features and reduce the list of options to a manageable number. Advertising is important in this
process because it helps sort out products on the basis of tangible and intangible features.
(4) Purchase DecisionOften a two-part decision. Usually, we select the brand first and then
select the outlet from which to buy it. Sometimes we select the outlet first, particularly with
impulse purchases. In-store promotions such as packaging, point-of-purchase displays, price
reductions, banners and signs, and coupon displays affect these choices.
(5) Postpurchase EvaluationThe point where we begin to reconsider and justify our purchases
to ourselves. Many consumers continue to read information even after the purchase to justify the
decision to themselves. Advertising, such as copy on package inserts, helps reduce the
dissonance by pointing out key features, how to best use the product, or how many product users
are satisfied.
The low-involvement decision process is similar, except the information search may be skipped
and the evaluation of alternatives minimal.
Skill: Synthesis
Objective: 5-3
111) Old Navy's "SuperModelquins" campaign features mock supermodels with celebrity-worthy
stories that are featured on TV and the Web. They've been featured in a flyer patterned after a
celebrity magazine, have attended high-profile events, and have a presence on Twitter. What type
of influence on consumer decision making is this campaign attempting?
A) psychological
B) cultural
C) values
D) benefits
E) demographic
Answer: B
Skill: Application
Objective: 5-1
31
112) Juan was born in Mexico but moved to the United States when he was five years old. His
family is still close to relatives living in Mexico, and he lives in a neighborhood where most
people speak Spanish, eat traditional Mexican dishes, wear traditional Mexican clothing, and
listen to Mexican music. He remembers fondly his grandfather telling him stories of his home
country's customs and heroes. All of these factors form the ________ that will influence Juan's
consumer behavior.
A) social class
B) family
C) niche
D) culture
E) psychographics
Answer: D
Skill: Application
Objective: 5-1
113) Max is trying to get into a fraternity in college. Because he wants to be accepted by this
group, he notices the brand of clothes they all seem to wear and the type of beer they drink at
parties, and he does the same. Actually, he doesn't even like beer, but that seems to be what is
expected of people in this fraternity. What influence does this fraternity represent with respect to
Max's consumption behavior?
A) culture
B) social class
C) reference group
D) family
E) trend spotting
Answer: C
Skill: Application
Objective: 5-1
114) While many advertisers use celebrity endorsements, Old Navy's "SuperModelquins"
campaign used mannequins as a(n) ________, playing with the idea that model mannequins can
set fashion and appearance standards.
A) reference group
B) social class
C) ethnic group
D) subculture
E) family segment
Answer: A
Skill: Application
Objective: 5-1
32
115) Recently, an adventurous millionaire successfully made a dangerous climb in the

Himalayas. This gentleman really has all of his basic needs satisfied, and he claims to do the
things he does for self-fulfillment and enrichment. According to Maslow's Hierarchy of Needs,
which need is this man satisfying?
A) physiological
B) safety
C) belongingness
D) ego
E) self-actualization
Answer: E
Skill: Application
Objective: 5-1
116) Barbara doesn't like to make major purchase decisions, such as choosing which car to buy.
However, she had to replace the old car she owned because it was no longer reliable, so she
purchased a new Honda Accord. Although her entire family assisted in the purchase transaction
and the salesperson was a close family friend and practically sold the car to her at cost, she is still
concerned whether she made the right decision. Barbara is suffering from ________.
A) mass desire
B) selective dissonance
C) selective distortion
D) cognitive dissonance
E) selective exposure
Answer: D
Skill: Application
Objective: 5-2
117) Wholesome Soups, a maker of organic soups, is starting a new marketing campaign
emphasizing the ease of preparing and eating Wholesome Soups on the go. Print, television, and
Internet ads feature college-aged students enjoying Wholesome Soups in between classes and
during study breaks. Wholesome Soups' new marketing campaign is most likely aimed at which
of the following?
A) Baby Boomers
B) the Me Generation
C) Gen Xers
D) Echo Boomers
E) Generation Jones
Answer: D
Skill: Application
Objective: 5-2
33
118) There is a trend in the United States toward rediscovering the flavor of regional cooking and
the use of locally grown ingredients. People are choosing to spend hours in the kitchen using
only the freshest ingredients to recreate local culinary traditions. This change in ________ is one
of the reasons the number of farmers markets in the United States has increased by 70 percent in
the last eight years.
A) needs
B) demographics
C) lifestyle
D) segmenting
E) life cycle
Answer: C
Skill: Application
Objective: 5-2
119) Cameron loves to know about and purchase the most up-to-date technological gadgets.
Among his friends, he is almost always the first to own the newest electronic product. Often the
products that Cameron buys become adopted by large groups of consumers, but occasionally
Cameron will purchase a product that is adopted by only a small portion of the population. To
which of the following adopter groups does Cameron belong?
A) innovator
B) loyal user
C) early majority
D) late majority
E) laggards
Answer: A
Skill: Application
Objective: 5-2
120) Carol is conducting research and asking respondents to name the brands that first come to
mind for certain product categories. When she asks Bob this question for computers, he mentions
IBM, Dell, Gateway, and Hewlett-Packard. These brands represent Bob's ________.
A) evoked set
B) considerate set
C) purchase set
D) reference group
E) normative group
Answer: A
Skill: Application
Objective: 5-3
34
121) An invitation to go skiing for the weekend forced Donna to look at her current wardrobe.
She decided she needed a much warmer coat. Donna was in which stage of the purchase
decision?
A) product evaluation
B) situational analysis
C) need recognition
D) problem screening
E) information search
Answer: C
Skill: Application
Objective: 5-3
122) Lexus works to keep customers happy after each sale, aiming to delight the customer in
order to gain a customer for life. In this pursuit, Lexus is focused on which step of the buyer
decision process?
A) need recognition
B) information search
C) evaluation of alternatives
D) purchase decision
E) post-purchase evaluation
Answer: E
Skill: Application
Objective: 5-3
123) If baby boomers are predictors of where product and service demand will be, increased
demands will most likely be evident in ________ in the upcoming years.
A) university enrollment
B) beer and wine
C) health care
D) the apparel industry
E) the automobile industry
Answer: C
Objective: 5-2
35
124) With an expected increase in ethnic diversity within the American population, marketers are
most likely to place a greater emphasis on which of the following?
A) geographic segmentation
B) differing advertising messages
C) mass marketing
D) "us and them" paradigms
E) tiered markets
Answer: B
Objective: 5-2
125) In an advertisement for a local carpet retailer, a well-known radio personality explained
how the company solved his problem of replacing his old carpet. Toward what part of the
consumer decision process was this ad aimed?
A) increase the chances consumers will pay attention to the commercial
B) presenting the information in such a manner so that consumers will not distort it
C) need recognition
D) meeting the social needs of the target market
E) appeal to the athletic segment
Answer: C
Objective: 5-3
Refer to the following scenario to answer the questions below.
Monique and Bob Smith are married with two young children at home and a third away at
college. They are also considering adopting another child. Monique is the primary shopper for
her family. Every week, she goes shopping to buy products that she and her family need and
want.
126) Though Monique doesn't eat them herself, she buys snack items for her children and is
always looking for more nutritious snacks rather than mere junk food. In marketing terms,
Monique is considered which type of consumer?
A) user
B) business
C) purchaser
D) influencer
E) trend setter
Answer: C
Skill: Application
Objective: 5-1
36
127) Bob and Monique only purchase cars produced by General Motors. They also attend
General Motors car shows, own General Motors merchandise, and encourage their friends and
family to buy exclusively from General Motors. Their devotion to General Motors indicates that
Bob and Monique belong to a ________.
A) demographic
B) social class
C) reference group
D) brand community
E) corporate culture
Answer: D
Skill: Application
Objective: 5-1
128) According to the U.S. Census, Monique, Bob, and the children are considered to be a
________.
A) target market
B) family
C) psychographic
D) reference group
E) subculture
Answer: B
Skill: Application
Objective: 5-1
129) Lex, Bob and Monique's oldest son who is away at college, lives with three other students
in a house off-campus. According to the U.S. Census, Lex and the other students represent a
________.
A) target market
B) family
C) household
D) reference group
E) subculture
Answer: C
Skill: Application
Objective: 5-1
37
130) After budgeting for the things that he has to pay for, such as his mortgage, car payments,
insurance, food, and so forth, Bob figures they have $1,000 left each month to use for whatever
they want. This $1,000 represents the Smith's ________ income.
A) net
B) gross
C) spendable
D) discretionary
E) left-over
Answer: D
Skill: Application
Objective: 5-2
131) Describe the three functions of reference groups.
Answer: Reference groups provide information, serve as a means of personal comparison, and
offer guidance.
Skill: Synthesis
Objective: 5-1
132) Many students in a junior high school wear the same style of shoes to school each day.
From the marketing perspective, why are these students conforming to a similar style?
Answer: Consumers often change their behavior to gain acceptance into a particular reference
group. Students in this junior high school may want to feel as if they are the same as their fellow
classmates, so they will wear the same style of shoes to be part of the group.
Objective: 5-1
133) Compare and contrast the terms family and household.
Answer: According to the U.S. Census, a family consists of two or more people who are related
by blood, marriage, or adoption, and live in the same household. A household differs from a
family in that it consists of all those who occupy a dwelling whether they are related or not.
Therefore, a family is also a household, but a household is not necessarily a family.
Objective: 5-1
38
134) What is the difference between a consumer's need and a want?

Answer: An item a consumer needs is something the consumer thinks is essential or necessary
for his life. An item that is a want is something that is desired but not essential.
Objective: 5-1
135) For years, the U.S. Army has used an advertising campaign stressing that you can "Be all
you can be." What type of need is addressed by this campaign?
Answer: It would appear that the army is appealing to its target audience's secondary, or
acquired, needs for self-fulfillment and enriching experiences, that is, self-actualization, which
represents the highest level of needs on Maslow's Hierarchy of Needs.
Objective: 5-1
136) Miriam purchased a new car last month, but she continues to look at advertising for cars
and notes how many other cars like hers are on the road. When a news article came out the other
day indicating problems with the transmission noted by owners of her make of car, Miriam took
that to mean that all types of cars in that class can have those problems, not just hers. She even
sought out a Consumer Reports article that pointed out that the car she purchased was rated
highly on reliability. What is Miriam experiencing?
Answer: Miriam is experiencing cognitive dissonance. According to the theory of cognitive
dissonance, we tend to compensate or justify the discrepancies between what we actually
received and what we thought we would receive. People engage in a variety of activities to
reduce cognitive dissonance, including seeking out information that supports our decisions and
ignoring and distorting information that does not.
Skill: Application
Objective: 5-1
137) Explain why the Hispanic culture is of great interest to marketers in the United States.
Answer: Few cultures are more important to U.S. marketing than the Hispanic culture because it
is growing proportionately faster than other ethnic groups. There are media differences based on
ethnicity, with Hispanic viewers tending to watch commercials in their entirety compared to nonHispanic viewers. They are also more likely to base purchase decisions on advertisements.
Skill: Synthesis
Objective: 5-2
39
138) How might geographic shifts in population impact marketers?

Answer: People in different regions buy differently. If tastes and preferences are taken with
consumers as they disperse geographically at increasing rates, predicting specific consumption
patterns in certain geographic areas may become difficult over time.
Objective: 5-2
139) Why might marketers want to target segments of the population based on lifestyles rather
than age groups?
Answer: Too much might be assumed about people in the same age group, and grouping people
by lifestyle may eliminate some of the inaccurate assumptions made regarding age.
Objective: 5-2
140) Explain how the VALS system categorizes consumers.
Answer: The VALS system categorizes consumers along two major dimensions: (1) resources
and (2) innovation. Resources include income, education, self-confidence, and energy.
The difference between "Survivors" and "Innovators" is that "Survivors" have much lower
resources than the "Innovators."
Skill: Synthesis
Objective: 5-2
141) Ron is single and not a very good cook, so he eats a lot of pizza. In fact, he orders it
sometimes five nights per week from his favorite pizza place, Pizza Hut. Why is Ron an
important customer for Pizza Hut?
Answer: A critical behavior predictor called usage refers to how much of a product category or
brand a customer buys. There are two ways to look at usage: usage rates and brand relationship.
According to Ron's usage rate, he would most likely be classified as a heavy user. Heavy users
typically buy the most of a product category or a brand's share of the market. There's a rule of
thumb called the Pareto Rule that says 20 percent of the market typically buys 80 percent of the
products. That explains why the heavy user category is so important to marketers and why
planners will make special efforts to understand this key customer group.
Objective: 5-2
40
142) Why do retailers put several items, such as candy, batteries, small packages of facial tissue,
coolers with individual bottles of soft drinks, and so forth right by the checkout?
Answer: These items are impulse items. Consumers seeing them while they are waiting to check
out may realize they need, or at least want, an item, which is the first step of the consumer
decision process.
Objective: 5-3
143) Explain the role of marketers in the information search step of the consumer decisionmaking process. Give an example of how the marketer might execute this role.
Answer: The role of marketers in the information search step of the consumer decision-making
process is to make the information consumers want and need about their product easily
accessible by the consumer.
Objective: 5-3
144) Kim, who is an avid cyclist, decided to buy a new bicycle. She searched the web for
information on bikes and visited some bike shops. What is involved in the next step in her
decision process if she follows the sequence in the text?
Answer: Kim is ready to evaluate alternatives, the stage in which Kim compares various brands
and products and reduces the list of options to a manageable number. She needs to choose the
attributes that are most important, then judge the alternatives accordingly.
Skill: Application
Objective: 5-3
145) Explain how marketers may be able to reduce postpurchase cognitive dissonance.
Answer: Marketers should make every effort to enhance after-sale communications, providing
evidence and support to help consumers feel good about their purchases.
Objective: 5-3
41
146) Roger has decided to purchase a personal computer for his household's use, but he doesn't
know much about computers and he really doesn't want to spend more than $1,000. How many
stages of the consumer decision process is Roger likely to go through in making the decision
regarding which computer to purchase?
Answer: Roger will probably go through all five stages of the high-involvement decision
process.
Objective: 5-3
147) Jan is leaving her present job in consumer marketing at a major consumer packaged goods
manufacturer to start a new job with an industrial marketer. What are two things Jan should know
about the differences between consumer decision making and business decision making?
Answer: Many of the influences that affect consumer buying also are reflected in business-tobusiness marketing. Although some of the consumer factors are relevant in business purchases,
there are some differences as well. Some of the things students can discuss include:
(1) In organizational buying, many individuals are involved in making the decision, often with a
buying committee making the final decision.
(2) Although the business buyer may be motivated by both rational and emotional factors, the
use of rational and quantitative criteria dominates most decisions.
(3) The decision is sometimes made based on a set of specifications to potential suppliers who
then bid on the contract; typically the lowest bid wins.
(4) The decision may span a considerable time, creating a lag between the initial contact and
final decision. On the other hand, once a decision is made, it may be in place for a long time and
sometimes supported by a contract.
(5) Quality is hugely important and repeat purchases are based on how well the product
performs.
(6) Personal selling is also important in B2B marketing, so advertising is used to open the door
and generate leads for the sales force.
Skill: Synthesis
Objective: 5-3
42
Read the following scenario and then answer the questions that follow.
A recent article in the Wall Street Journal described how the next "Pepsi Generation" likely will
be drinking diet cola. Pepsi recently learned that one-third of teens were diet soda drinkers and
that teens start drinking diet soft drinks at a very early age. However, they also acknowledged
that a substantial portion of young people don't consider diet sodas cool, particularly men. The
chief marketing officer for Pepsi-Cola North America was quoted as saying, "We are treating
Diet Pepsi as the flagship brand. . . . It's a big step for us." Indeed, this is a major break with the
traditional soft-drink marketing, in which the sugar-sweetened brand still dominates in market
share. However, with concerns of rising obesity and schools cutting back on sugar-sweetened
drinks in vending machines, soft-drink manufacturers, like Pepsi, are responding with increased
marketing of their diet soft drinks. As part of this new change in focus, Diet Pepsi will be
marketed as a hip, cool brand for everyone, including teenagers and Baby Boomers. Meanwhile,
the article stated that Pepsi is narrowing its sales pitch for regular Pepsi-Cola to "soda drinkers
younger than 25, Latinos, African-Americans, and sports fans."
148) By treating the diet soda market as relatively homogeneous, what marketing strategy is
Pepsi using?
Answer: The strategy is the undifferentiated strategy.
Skill: Application
Objective: 5-2
149) What segmentation variables is Pepsi using when it narrows its marketing efforts for regular
Pepsi-Cola to "soda drinkers younger than 25, Latinos, African- Americans, and sports fans"?
Answer: Age and ethnicity fall under demographic segmentation, and sports fans represent an
interest, which would be psychographic segmentation.
Skill: Application
Objective: 5-2
150) It was also noted in the article that a substantial portion of young people don't consider diet
sodas cool, particularly men. What is Pepsi trying to accomplish with its increased effort to reach
these consumers?
Answer: Pepsi is trying to change their attitude toward diet sodas. Currently, a substantial
portion of young people's attitudes toward this product are negative, and Pepsi would like to
change that attitude. Attitudes are important to advertisers because they influence how
consumers evaluate products.
Objective: 5-2
43

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Advertising & IMC: Principles and Practice, 9e (Moriarty)

Chapter 5 Segmenting and Targeting the Audience

4) Which of the following is a psychological influence on consumer decision making?

8) ________ is made up of tangible itemssuch as art, literature, buildings, and musicand

44) Which of the following statements is false?

47) What race/ethnicity is growing faster than other ethnic groups?

50) Which of the following statements regarding attitudes is false?

54) Which of the following is NOT a VALS classification of consumers?

68) Which of the following statements regarding influences on business-to-business decision

71) Purchasers and users have the same needs.

84) Ethnicity is a major factor for segmenting markets.

108) Name and describe the behavioral influences on consumer decisions.

115) Recently, an adventurous millionaire successfully made a dangerous climb in the

134) What is the difference between a consumer's need and a want?

138) How might geographic shifts in population impact marketers?

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