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wells05_webreview - Chapter 5 The Consumer Audience WEB...

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128 Chapter 5 The Consumer Audience WEB REVIEW QUESTIONS 1. What is a cultural value? Give an example of one that is important to you. Culture is made up of tangible items and intangible concepts that together define a group of people or a way of life. Values, particularly our cultural values, represent our underlying belief system. 2. What are consumer core values and how are they used in advertising? Core values govern people’s attitude and advertisers refer to them when selecting an ad’s primary appeals—meaning the core values of the brand should match the core consumer values. A simplified list includes: A sense of belonging Excitement Fun and enjoyment Warm relationships Self-fulfillment Respect from others A sense of accomplishment Security Self-respect 3. What are reference groups? List the reference groups to which you belong or with which you associate yourself. A reference group is a group of people we use as a guide for behavior in specific situations. As the students create their lists, they will be surprised to find how many groups they each belong to. 4. What is the difference between a family and a household? A family consists of two or more people—related by blood, marriage, or adoption— who 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. The family is
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Chapter 5: The Consumer Audience 129 responsible for raising and training children and establishing a lifestyle for family members. 5. Distinguish between psychographic and demographic influences on a consumer decision. Demographics are the statistical, personal, social, and economic characteristics used to describe a population, including age, gender, education, income, occupation, race, and family size. Psychographics refers to lifestyle and psychological characteristics, such as attitudes, interests, and opinions. The term combines the psychological factors with other consumer characteristics that may have bearing on how people make decisions. Consumers who have different values, attitudes and beliefs, opinions, interests, motivations, and lifestyles make their product decisions in different ways.
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