Question 1

Marketers sometimes use strong visual appeals in order to attract _____, and sometimes use detailed descriptions and explanations of products to attract _____.

Accepted Answer

A)  consumers with a low need for cognition; consumers with a high need for cognition 
B)  visualisers; verbalisers 
C)  innovators; laggards 
D)  people with high OSL; people with low OSL 
A)  consumers with a low need for cognition; consumers with a high need for cognition 
B)  visualisers; verbalisers 
C)  innovators; laggards 
D)  people with high OSL; people with low OSL B

Question 2

Low self-monitors are typically guided by their inner feelings, whereas high self-monitors claim they act differently in different situations and with different people. Therefore, a product designed to enhance a consumer's self-image is not going to attract many:

Accepted Answer

A)  low self-monitors. 
B)  high self-monitors. 
C)  people concerned with physical vanity. 
D)  people concerned with achievement vanity. 
A)  low self-monitors. 
B)  high self-monitors. 
C)  people concerned with physical vanity. 
D)  people concerned with achievement vanity. A

Question 3

The psychoanalytic theory of personality which formed the cornerstone of modern psychology was the work of:

Accepted Answer

A)  Carl Jung. 
B)  Sigmund Freud. 
C)  Harry Stack Sullivan. 
D)  Karen Horney. 
A)  Carl Jung. 
B)  Sigmund Freud. 
C)  Harry Stack Sullivan. 
D)  Karen Horney. B

Question 4

Unlike fixated consumption behaviour, compulsive consumption lies within the realm of normal behaviour.

Accepted Answer

A) True 
 B)False

Question 5

Karen Horney, a neo-Freudian theorist, classified individuals into three types: compliant, aggressive and detached individuals.

Accepted Answer

A) True 
 B)False

Question 6

If a consumer displays 'multiple selves', this means that they play different social roles in different settings.

Accepted Answer

A) True 
 B)False

Question 7

Fred is suspicious of all software programs developed in Africa. Fred is exhibiting a personality trait known as consumer ethnocentrism.

Accepted Answer

A) True 
 B)False

Question 8

In the personality trait known as social character, _____ consumers tend to rely on their own values or standards in evaluating new products and are more likely to be consumer innovators.

Accepted Answer

A)  inner-directed 
B)  other-directed 
C)  dogmatic 
D)  ethnocentric 
A)  inner-directed 
B)  other-directed 
C)  dogmatic 
D)  ethnocentric

Question 9

To understand the prevailing self-image of their target market would be useful for a firm to use in developing its:

Accepted Answer

A)  product design. 
B)  brand image. 
C)  promotion. 
D)  all of the above. 
A)  product design. 
B)  brand image. 
C)  promotion. 
D)  all of the above.

Question 10

In terms of personality traits, consumers exhibiting a high level of dogmatism are less likely to adopt innovative products.

Accepted Answer

A) True 
 B)False

Question 11

The _____ functions as an internal monitor that attempts to balance the impulsive demands of the _____ and the _____.

Accepted Answer

A)  id; ego; superego 
B)  ego; id; super-id 
C)  ego; id; superego 
D)  super-id; ego; id 
A)  id; ego; superego 
B)  ego; id; super-id 
C)  ego; id; superego 
D)  super-id; ego; id

Question 12

A firm advertising its innovative new product would use magazine ads to best reach those classified through cognitive personality traits as:

Accepted Answer

A)  verbalisers. 
B)  orators. 
C)  visual stimulists. 
D)  oral stimulists. 
A)  verbalisers. 
B)  orators. 
C)  visual stimulists. 
D)  oral stimulists.

Question 13

The alter ego is one of the three interacting systems in human personality according to Sigmund Freud.

Accepted Answer

A) True 
 B)False

Question 14

Freud's psychoanalytic theory of personality is based on the premise that unconscious needs and drives, especially _____, are at the heart of human motivation.

Accepted Answer

A)  mental 
B)  sexual 
C)  internal 
D)  hormonal 
A)  mental 
B)  sexual 
C)  internal 
D)  hormonal

Question 15

Highly dogmatic consumers will be more accepting of ads for new products or services that contain a(n) _____ appeal.

Accepted Answer

A)  dogmatic 
B)  social character 
C)  optimum stimulation 
D)  authoritative 
A)  dogmatic 
B)  social character 
C)  optimum stimulation 
D)  authoritative

Question 16

Switching brands to experience new and possibly better alternatives is known as:

Accepted Answer

A)  vicarious exploration. 
B)  use-innovativeness. 
C)  exploratory purchase behaviour. 
D)  sensation seeking. 
A)  vicarious exploration. 
B)  use-innovativeness. 
C)  exploratory purchase behaviour. 
D)  sensation seeking.

Question 17

Freud's psychoanalytic theory of personality is built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality.

Accepted Answer

A) True 
 B)False

Question 18

According to Freud, an adult's personality is affected by the crisis a person deals with during personality development stages in childhood. For example, if a child's oral needs are not adequately satisfied at the first stage of development, as an adult this person may display a personality that includes such traits as:

Accepted Answer

A)  independent, introverted and not talkative. 
B)  dependent and excessive oral activity (e.g. smoking or chewing gum). 
C)  independent and excessive oral activity (e.g. too talkative). 
D)  dependent, introverted and not talkative. 
A)  independent, introverted and not talkative. 
B)  dependent and excessive oral activity (e.g. smoking or chewing gum). 
C)  independent and excessive oral activity (e.g. too talkative). 
D)  dependent, introverted and not talkative.

Question 19

Arthur is interested in the measurement of personality using empirical data. From the list below it would be likely that Arthur would use:

Accepted Answer

A)  trait theory. 
B)  Jungian theory. 
C)  neo-Freudian theory. 
D)  Freudian theory. 
A)  trait theory. 
B)  Jungian theory. 
C)  neo-Freudian theory. 
D)  Freudian theory.

Question 20

It is easier to sell established brands to highly dogmatic consumers than it would be to sell innovative products.

Accepted Answer

A) True 
 B)False

Marketers sometimes use strong visual appeals in order to attract _, and sometimes use detailed descriptions and explanations of products to attract _.

Low self-monitors are typically guided by their inner feelings, whereas high self-monitors claim they act differently in different situations and with different people. Therefore, a product designed to enhance a consumer's self-image is not going to attract many:

The psychoanalytic theory of personality which formed the cornerstone of modern psychology was the work of:

Unlike fixated consumption behaviour, compulsive consumption lies within the realm of normal behaviour.

Karen Horney, a neo-Freudian theorist, classified individuals into three types: compliant, aggressive and detached individuals.

If a consumer displays 'multiple selves', this means that they play different social roles in different settings.

Fred is suspicious of all software programs developed in Africa. Fred is exhibiting a personality trait known as consumer ethnocentrism.

In the personality trait known as social character, _____ consumers tend to rely on their own values or standards in evaluating new products and are more likely to be consumer innovators.

To understand the prevailing self-image of their target market would be useful for a firm to use in developing its:

In terms of personality traits, consumers exhibiting a high level of dogmatism are less likely to adopt innovative products.

The ___ functions as an internal monitor that attempts to balance the impulsive demands of the _ and the ___.

A firm advertising its innovative new product would use magazine ads to best reach those classified through cognitive personality traits as:

The alter ego is one of the three interacting systems in human personality according to Sigmund Freud.

Freud's psychoanalytic theory of personality is based on the premise that unconscious needs and drives, especially _____, are at the heart of human motivation.

Highly dogmatic consumers will be more accepting of ads for new products or services that contain a(n) _____ appeal.

Switching brands to experience new and possibly better alternatives is known as:

Freud's psychoanalytic theory of personality is built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality.

Arthur is interested in the measurement of personality using empirical data. From the list below it would be likely that Arthur would use:

It is easier to sell established brands to highly dogmatic consumers than it would be to sell innovative products.

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 4: Personality and self-concept

Marketers sometimes use strong visual appeals in order to attract _____, and sometimes use detailed descriptions and explanations of products to attract _____.

Low self-monitors are typically guided by their inner feelings, whereas high self-monitors claim they act differently in different situations and with different people. Therefore, a product designed to enhance a consumer's self-image is not going to attract many:

The psychoanalytic theory of personality which formed the cornerstone of modern psychology was the work of:

Unlike fixated consumption behaviour, compulsive consumption lies within the realm of normal behaviour.

Karen Horney, a neo-Freudian theorist, classified individuals into three types: compliant, aggressive and detached individuals.

If a consumer displays 'multiple selves', this means that they play different social roles in different settings.

Fred is suspicious of all software programs developed in Africa. Fred is exhibiting a personality trait known as consumer ethnocentrism.

In the personality trait known as social character, _____ consumers tend to rely on their own values or standards in evaluating new products and are more likely to be consumer innovators.

To understand the prevailing self-image of their target market would be useful for a firm to use in developing its:

In terms of personality traits, consumers exhibiting a high level of dogmatism are less likely to adopt innovative products.

The _____ functions as an internal monitor that attempts to balance the impulsive demands of the _____ and the _____.

A firm advertising its innovative new product would use magazine ads to best reach those classified through cognitive personality traits as:

The alter ego is one of the three interacting systems in human personality according to Sigmund Freud.

Freud's psychoanalytic theory of personality is based on the premise that unconscious needs and drives, especially _____, are at the heart of human motivation.

Highly dogmatic consumers will be more accepting of ads for new products or services that contain a(n) _____ appeal.

Switching brands to experience new and possibly better alternatives is known as:

Freud's psychoanalytic theory of personality is built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality.

Arthur is interested in the measurement of personality using empirical data. From the list below it would be likely that Arthur would use:

It is easier to sell established brands to highly dogmatic consumers than it would be to sell innovative products.

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Consumer perception

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Marketers sometimes use strong visual appeals in order to attract _, and sometimes use detailed descriptions and explanations of products to attract _.

The ___ functions as an internal monitor that attempts to balance the impulsive demands of the _ and the ___.