Question 1

Explain the Freudian concept of the id.

Accepted Answer

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.

Question 2

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

Accepted Answer

A)  detached. 
B)  aggressive. 
C)  compliant. 
D)  passive. 
A)  detached. 
B)  aggressive. 
C)  compliant. 
D)  passive. C

Question 3

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

Accepted Answer

A) True 
 B)False  True

Question 4

According to the text,the product symbol that is given credit for being the first "brand personality" (introduced in 1886)was ________.

Accepted Answer

A)  the Coca-Cola symbol. 
B)  the John Deere tractor symbol. 
C)  the Quaker Oats man. 
D)  the Kellogg's rooster. 
A)  the Coca-Cola symbol. 
B)  the John Deere tractor symbol. 
C)  the Quaker Oats man. 
D)  the Kellogg's rooster.

Question 5

A child goes into a store,sees a Caramilk bar,and wants it right away.Freudian theory would say that this is representative of the:

Accepted Answer

A)  left hemisphere of the brain. 
B)  superego. 
C)  id. 
D)  ego. 
A)  left hemisphere of the brain. 
B)  superego. 
C)  id. 
D)  ego.

Question 6

How are psychographics distinct from demographics,and why are psychographics necessary to better understand marketing and consumer behaviour?

Accepted Answer

Demographics are typically measures that

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

What are values? Why are values of interest to marketers?

Accepted Answer

A value is a belief that some condition

Question 9

Discuss two different instruments that might be used to measure values,and explain why one may be preferable for marketing applications.

Accepted Answer

Rokeach Value Survey and the List of Val

Question 10

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.

Accepted Answer

LOHAS,an acronym for "lifestyles of heal

Question 11

Jung believed that we are a product of past experiences.

Accepted Answer

A) True 
 B)False

Question 12

Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority?

Accepted Answer

A)  Sigmund Freud 
B)  Karen Horney 
C)  Carl Jung 
D)  Alfred Adler 
A)  Sigmund Freud 
B)  Karen Horney 
C)  Carl Jung 
D)  Alfred Adler

Question 13

Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking unusual activities,such as trying to climb to the summit of Everest.According to the VALS typology,he can fit into which of the following groups?

Accepted Answer

A)  achievers 
B)  experiencers 
C)  strivers 
D)  makers 
A)  achievers 
B)  experiencers 
C)  strivers 
D)  makers

Question 14

Contemporary psychographic research groups consumers according to a combination of all of these variables EXCEPT:

Accepted Answer

A)  knowledge of past advertising campaigns. 
B)  how consumers actually spend their time. 
C)  demographic characteristics of consumers such as income and education. 
D)  what consumers find interesting and important. 
A)  knowledge of past advertising campaigns. 
B)  how consumers actually spend their time. 
C)  demographic characteristics of consumers such as income and education. 
D)  what consumers find interesting and important.

Question 15

The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security.The ad was designed to make adults feel that they were well-loved children again.The agency drew on the findings of:

Accepted Answer

A)  Jung. 
B)  Katz. 
C)  Freud. 
D)  Dichter. 
A)  Jung. 
B)  Katz. 
C)  Freud. 
D)  Dichter.

Question 16

Within each culture,there are usually beliefs or a set of underlying goals most people agree are important.Values that can be thought of as desired end states or goals for both individuals and their society are termed:

Accepted Answer

A)  terminal values. 
B)  behaviour objective values. 
C)  instrumental values. 
D)  means-end values. 
E)  self-actualization values. 
A)  terminal values. 
B)  behaviour objective values. 
C)  instrumental values. 
D)  means-end values. 
E)  self-actualization values.

Question 17

Which of the following is not a feature of people that fit into the LOHAS segment?

Accepted Answer

A)  They worry about the environment. 
B)  They want products to be produced in a sustainable way. 
C)  They spend money to advance personal development. 
D)  They are also referred to as "society's innovators." 
A)  They worry about the environment. 
B)  They want products to be produced in a sustainable way. 
C)  They spend money to advance personal development. 
D)  They are also referred to as "society's innovators."

Question 18

AIO statements consist of consumer responses identifying their:

Accepted Answer

A)  attention, interests, outcomes. 
B)  activities, interests, outcomes. 
C)  attention, interests, opinions. 
D)  activities, interests, opinions. 
A)  attention, interests, outcomes. 
B)  activities, interests, outcomes. 
C)  attention, interests, opinions. 
D)  activities, interests, opinions.

Question 19

The study of demographics allows us to describe who buys,but psychographics allows us to understand why they do.

Accepted Answer

A) True 
 B)False

Question 20

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.

Accepted Answer

A) True 
 B)False

Explain the Freudian concept of the id.

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

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

According to the text,the product symbol that is given credit for being the first "brand personality" (introduced in 1886)was ________.

A child goes into a store,sees a Caramilk bar,and wants it right away.Freudian theory would say that this is representative of the:

How are psychographics distinct from demographics,and why are psychographics necessary to better understand marketing and consumer behaviour?

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

What are values? Why are values of interest to marketers?

Discuss two different instruments that might be used to measure values,and explain why one may be preferable for marketing applications.

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.

Jung believed that we are a product of past experiences.

Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority?

Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking unusual activities,such as trying to climb to the summit of Everest.According to the VALS typology,he can fit into which of the following groups?

Contemporary psychographic research groups consumers according to a combination of all of these variables EXCEPT:

The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security.The ad was designed to make adults feel that they were well-loved children again.The agency drew on the findings of:

Within each culture,there are usually beliefs or a set of underlying goals most people agree are important.Values that can be thought of as desired end states or goals for both individuals and their society are termed:

Which of the following is not a feature of people that fit into the LOHAS segment?

AIO statements consist of consumer responses identifying their:

The study of demographics allows us to describe who buys,but psychographics allows us to understand why they do.

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.

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

Exam 6: Personality, Lifestyles, and Values

Explain the Freudian concept of the id.

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

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

According to the text,the product symbol that is given credit for being the first "brand personality" (introduced in 1886)was ________.

A child goes into a store,sees a Caramilk bar,and wants it right away.Freudian theory would say that this is representative of the:

How are psychographics distinct from demographics,and why are psychographics necessary to better understand marketing and consumer behaviour?

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

What are values? Why are values of interest to marketers?

Discuss two different instruments that might be used to measure values,and explain why one may be preferable for marketing applications.

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.

Jung believed that we are a product of past experiences.

Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority?

Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking unusual activities,such as trying to climb to the summit of Everest.According to the VALS typology,he can fit into which of the following groups?

Contemporary psychographic research groups consumers according to a combination of all of these variables EXCEPT:

The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security.The ad was designed to make adults feel that they were well-loved children again.The agency drew on the findings of:

Within each culture,there are usually beliefs or a set of underlying goals most people agree are important.Values that can be thought of as desired end states or goals for both individuals and their society are termed:

Which of the following is not a feature of people that fit into the LOHAS segment?

AIO statements consist of consumer responses identifying their:

The study of demographics allows us to describe who buys,but psychographics allows us to understand why they do.

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.

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