The James Hardie Siding Company Sells Concrete Siding

question 125

Multiple Choice

The James Hardie Siding Company sells concrete siding.It was having little luck targeting contractors because concrete siding is difficult to install and shows every flaw if a house is incorrectly framed.So Hardie decided to target homeowners who wanted the security of knowing their siding was guaranteed not to rot or crack for 50 years.In terms of psychographic segmentation,which type of variable did the siding company use?

• A)lifestyle
• B)motives
• C)benefits
• D)demographic

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Definitions:

Uncertainty Threat

The feeling of discomfort or stress caused by not knowing or by having doubts about outcomes or intentions.

Uncertainty-Identity Theory

A theory that posits individuals join and strongly identify with groups to reduce uncertainty about themselves and the world.

Ambiguity

The presence of uncertainty or lack of clarity in information, meaning, or instructions.

Terror Management Theory

A social psychology concept suggesting that a major driving force of human behavior is the fear of mortality, leading individuals to seek symbolic or literal immortality through their actions and beliefs.