Exam 6: Personality, Lifestyles, and Values

Jayleen prefers to shop at independent fashion and clothing stores where the products are original, one-of-a-kind items that are only available for a short time period. She is likely high in the trait of:

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(Multiple Choice)

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Question 1

Correct Answer:

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Explain the Freudian concept of the id.

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Question 2

Correct Answer:

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The id is the component of the self that is entirely oriented toward immediate gratification-it is the "party animal" of the mind. It operates according to the pleasure principle: Behaviour is guided by the primary desire to maximize pleasure and avoid pain. The id is selfish and illogical. It directs a person's psychic energy toward pleasurable acts without regard for any possible consequences.

Ten years ago, Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.

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(True/False)

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Question 3

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False

When Cathy goes shopping, she tends to buy well-known brands, such as Kellogg's. According to Horney's research, she can be described as:

(Multiple Choice)

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Question 4

When Naomi went to teach English in Taiwan, it took her a long time to become:

(Multiple Choice)

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Question 5

Product complementarity occurs when the symbolic meanings of different products are related to each other.

(True/False)

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Question 6

Erin likes to be self-sufficient. She grows her own vegetables, mows her own lawn, does her own repairs, and even painted her house. According to the VALS typology, she can fit into in which of the following groups?

(Multiple Choice)

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Question 7

Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

(Essay)

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Question 8

The automobile company Jaguar uses the cat as its logo to depict the same traits as the cat: solitary, opportunistic, stalk-and-ambush predator at the top of the food chain. This is an example of:

(Multiple Choice)

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Question 9

Although a brand's personality can be very difficult to change, marketers can accomplish this to certain extent by ________ their product.

(Multiple Choice)

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Question 10

Explain Jung's notion of the collective unconscious.

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Question 11

What are the implications of Freud's notion of the unconscious motive?

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Question 12

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

(Multiple Choice)

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Question 13

In the 1950s, a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

(Multiple Choice)

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Question 14

The theories of ________ highlight the potential importance of unconscious motives underlying purchases.

(Multiple Choice)

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Question 15

Could trait theory be used as a basis for market segmentation? Explain why or why not, using two traits to illustrate support for your position.

(Essay)

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Question 16

A basic assumption of motivational research is:

(Multiple Choice)

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Question 17

Freudian theory implies that consumers cannot tell us their true motivations for buying a product.

(True/False)

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Question 18

Jules is a consumer in the segment sometimes labelled "lifestyles of health and sustainability." Discuss what his typical day might include and, from a marketing perspective, what type of products he may be interested in.

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Question 19

The Rokeach Value Survey is intended to measure:

(Multiple Choice)

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Question 20

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Jayleen prefers to shop at independent fashion and clothing stores where the products are original, one-of-a-kind items that are only available for a short time period. She is likely high in the trait of:

Explain the Freudian concept of the id.

Ten years ago, Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.

When Cathy goes shopping, she tends to buy well-known brands, such as Kellogg's. According to Horney's research, she can be described as:

When Naomi went to teach English in Taiwan, it took her a long time to become:

Product complementarity occurs when the symbolic meanings of different products are related to each other.

Erin likes to be self-sufficient. She grows her own vegetables, mows her own lawn, does her own repairs, and even painted her house. According to the VALS typology, she can fit into in which of the following groups?

Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

The automobile company Jaguar uses the cat as its logo to depict the same traits as the cat: solitary, opportunistic, stalk-and-ambush predator at the top of the food chain. This is an example of:

Although a brand's personality can be very difficult to change, marketers can accomplish this to certain extent by ________ their product.

Explain Jung's notion of the collective unconscious.

What are the implications of Freud's notion of the unconscious motive?

Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories does Norma seem to be working on now?

In the 1950s, a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

The theories of ________ highlight the potential importance of unconscious motives underlying purchases.

Could trait theory be used as a basis for market segmentation? Explain why or why not, using two traits to illustrate support for your position.

A basic assumption of motivational research is:

Freudian theory implies that consumers cannot tell us their true motivations for buying a product.

Jules is a consumer in the segment sometimes labelled "lifestyles of health and sustainability." Discuss what his typical day might include and, from a marketing perspective, what type of products he may be interested in.

The Rokeach Value Survey is intended to measure:

An Introduction to Consumer Behaviour

Perception

Learning and Memory

Motivation and Affect

The Self

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters