Deck 4: Personality and self-concept

Question 1

In Freudian theory, the warehouse of primitive and impulsive drives is the:

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

Answer 1

id.

Question 2

Which of the following is not a distinct property in the study of personality?

A) Personality reflects individual differences.
B) Personality is consistent and enduring.
C) Personality is consistent across families.
D) Personality can change.

Answer 2

Personality is consistent across families.

Question 3

Freud constructed his theory based on all of the following except:

A) patients' recollection of early childhood experiences.
B) analysis of patients' dreams.
C) patients' mental and physical adjustment problems.
D) patients' product choices.

Answer 3

patients' product choices.

Question 4

Researchers who apply Freud's psychoanalytic theory of personality to the study of consumer behaviour believe that an individual's:

A) drives are unconscious.
B) true reason for purchasing a product is unknown to the individual.
C) appearance and possessions reflect his/her personality.
D) all of the above are consistent with Freud's theory.

Question 5

Neo-Freudian theorists believe that:

A) social relationships are fundamental to the development of personality.
B) personality is measured in terms of specific psychological characteristics called traits.
C) unconscious needs and drives are at the heart of human motivation.
D) women make product choices that remind them of their mothers.

Question 6

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

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

Question 7

Which of the following statements is not true?

A) No two individuals are alike.
B) Many individuals are similar in terms of a single personality characteristic.
C) Many siblings have the same personalities.
D) An individual's personality is a unique combination of factors.

Question 8

Freud's psychoanalytic theory was used to examine the link between snack-food perceptions and personality traits. It turns out that potato chips are associated with the following personality traits:

A) perfectionism, anal and procrastinator.
B) rationality and prudence.
C) gregariousness and extroversion.
D) ambition, high-achiever and successful.

Question 9

Freud's psychoanalytic theory of personality was built on the premise that:

A) humans sought to attain various rational goals in order to achieve personal satisfaction.
B) sexual and other biological drives were at the heart of human motivation.
C) individuals attempted to reduce tensions through social relationships.
D) child-parent relationships were the key to understanding an individual's desires.

Question 10

Those inner psychological characteristics that both determine and reflect how a person responds to his or her environment defines:

A) inner characteristics.
B) personality.
C) motives.
D) drives.

Question 11

The role of the _____ is to see that the individual satisfies needs in a socially acceptable fashion.

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

Question 12

The definition of personality is those inner psychological characteristics that both determine and reflect how a person responds to his or her environment. This definition focuses on _____, an important factor that affects the way that consumers respond to marketing efforts.

A) social environment
B) inner characteristics
C) genetics
D) experiences

Question 13

Based on Freud's psychoanalytic theory, the human personality exists in of all the following except the:

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

Question 14

According to Freud, the psychoanalytic theory of personality is built on the premise that:

A) social relationships are fundamental to the development of personality.
B) personality is measured in terms of specific psychological characteristics called traits.
C) unconscious needs and drives are at the heart of human motivation.
D) women make product choices that remind them of themselves.

Question 15

Which of the following is not a stage of childhood personality development as identified by Sigmund Freud?

A) Oral.
B) Anal.
C) Phallic.
D) Dependent.

Question 16

The element of Freudian theory which exists to see that the individual satisfies needs in a socially acceptable fashion is the:

A) social self.
B) id.
C) superego.
D) ego.

Question 17

A mother who comments that her teenage son 'has been impulsive from the day he was born', is supporting the contention that personality:

A) is enduring.
B) can change.
C) reflects individual differences.
D) is more apparent in childhood than adulthood.

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:

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

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

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

Question 20

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

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

Question 21

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

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

Question 22

The degree of rigidity individuals display toward the unfamiliar or towards information that is contrary to their established beliefs is defined as:

A) consumer innovativeness.
B) dogmatism.
C) social character.
D) variety-novelty seeking.

Question 23

For consumers with a high need for ________, conformity to others' expectations or standards, either in appearance or in their possessions, is something to be avoided.

A) innovativeness
B) dogmatism
C) uniqueness
D) compliance

Question 24

In the personality trait known as social character, ________ consumers prefer ads that feature a social environment or social acceptance.

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

Question 25

Any distinguishing, relatively enduring way in which one individual differs from another is known as a:

A) motive.
B) cue.
C) trait.
D) drive.

Question 26

Acme Corporation obtains its fastest sales growth from the sales of new products. The firm would be most interested in their target market's level of the personality trait of:

A) attitudes.
B) cues.
C) motives.
D) consumer innovativeness.

Question 27

A firm that was preparing to market an innovative product would not want its target market to generally be:

A) lowly dogmatic.
B) inner-directed.
C) outer-directed.
D) highly dogmatic.

Question 28

Marketers are interested in understanding how personality influences consumption behaviour. For this reason, marketing practitioners must learn all they can about _____, as these consumers are more likely to try new products, services or practices.

A) consumer advocate groups
B) consumer reports
C) consumer innovators
D) laggards

Question 29

Consumer self-monitoring refers to:

A) the consumers' likelihood of accepting or rejecting foreign-made products.
B) the degree to which an individual is sensitive to his or her environment and adjusts or modifies behaviour accordingly.
C) how receptive a person is to new experiences.
D) the degree of the consumer's attachment to worldly possessions.

Question 30

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.

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

Question 31

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

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

Question 32

Trait theory is different from the Freudian and neo-Freudian movements mainly because it is:

A) very recent.
B) primarily quantitative.
C) primarily qualitative.
D) a very old theory.

Question 33

Consumer innovativeness refers to:

A) how receptive a person is to new experiences.
B) the degree of the consumer's attachment to worldly possessions.
C) the consumer's likelihood to accept or reject foreign-made products.
D) the knowledge the consumer has about other cultures and practices.

Question 34

_____ is a personality trait that measures the degree of rigidity or openness individuals display towards the unfamiliar or towards information that is contrary to their established beliefs.

A) Innovativeness
B) Dogmatism
C) Ethnocentrism
D) Novelty seeking

Question 35

Marketers who position their products or services as providing an opportunity to belong or to be appreciated by others in a group or social setting would seem to be guided by Horney's characterisation of the ______ individual.

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

Question 36

If empirical quantitative measurements were being used, it is most likely that the theory being applied was:

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

Question 37

Psychologists concerned with the construction of personality tests (or inventories) try to pinpoint individual differences in terms of specific:

A) motives.
B) drives.
C) attitudes.
D) traits.

Question 38

A consumer who approaches the unfamiliar defensively and with considerable discomfort and uncertainty can be described as being highly:

A) dogmatic.
B) innovative.
C) driven.
D) compliant.

Question 39

Unlike Freudian and neo-Freudian research, trait theory research uses:

A) personal observation.
B) dream analysis.
C) empirical measurements.
D) projective techniques.

Question 40

Karen Horney, a neo-Freudian theorist, proposed that individuals are classified into three personality groups. These are:

A) submissive, aggressive and compliant.
B) aggressive, detached and compliant.
C) detached, domineering and aggressive.
D) compliant, submissive and detached.

Question 41

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:

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

Question 42

A company selling a three-day weekend adventure holiday package would most likely look for individuals who:

A) have an optimum stimulation level that equals their lifestyle.
B) have a lifestyle which is overstimulated.
C) seek to avoid stimulation.
D) have an optimum stimulation level that is greater than their current reality.

Question 43

A personality characteristic that is considered to be within the realm of abnormal behaviour is:

A) dogmatism.
B) compulsive consumption.
C) fixation.
D) materialism.

Question 44

A person who has a deep interest in a particular product, a strong desire to acquire more, and a willingness to spend time and money to do it would best describe a(n):

A) fixated consumer.
B) materialistic consumer.
C) person with the need for cognition.
D) ethnocentric.

Question 45

A consumer with high levels of craving for, or enjoyment of, thinking and who is more likely to respond to the part of an ad that is rich in product-related information can be described as:

A) a verbaliser.
B) having a high need for cognition.
C) a philosophical person.
D) a visualiser.

Question 46

Serious collectors of Barbie dolls, Pokémon toys or Dr Who memorabilia are all displaying a form of:

A) compulsive consumption.
B) fixated consumption behaviour.
C) variety-seeking behaviour.
D) novelty seeking behaviour.

Question 47

When an individual's optimum stimulation levels are greater than their current reality, they would most likely:

A) be quite satisfied.
B) seek rest or relief.
C) be bored.
D) feel overstimulated.

Question 48

The following are examples of variety-seeking behaviour except:

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

Question 49

______ proposes that some individuals believe that they can control outcomes by their own actions and personal abilities, whereas others feel that external forces such as luck or chance control their destiny.

A) Need for cognition
B) Locus of control
C) Self-monitoring
D) None of the above

Question 50

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

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

Question 51

Consumers who prefer written or verbal information and products, such as becoming a member of a book club, are classified via their cognitive personality traits as:

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

Question 52

Individuals who play chess would most likely be identified by the personality characteristic of:

A) verbalisation.
B) visualisation.
C) knowledge base.
D) need for cognition.

Question 53

Parker Brothers make a number of board games. For one of their games that relies on high concentration and good strategy skills, they would like to avoid targeting the following consumers in their advertising campaign:

A) consumers with a high need for cognition.
B) visualisers.
C) consumers with a low need for cognition.
D) verbalisers.

Question 54

Consumers who are more attuned to, and comfortable in, handling familiar and safe situations, and for this reason do not deal well with uncertainty are classified as:

A) certainty-oriented.
B) uncertainty-oriented.
C) compulsive consumers.
D) low-monitors.

Question 55

Gamblers, alcoholics, and even chocoholics are all considered _____ consumers.

A) compulsive
B) fixated
C) innovative
D) mentally ill

Question 56

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

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

Question 57

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

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

Question 58

Someone whose optimum stimulation level is _______ their actual lifestyle is more likely to be attracted to a vacation that offers a great deal of activity and excitement.

A) higher than
B) lower than
C) equal to
D) greater than

Question 59

Which of the following characteristics does not describe fixated consumers?

A) A deep and passionate interest in a particular object or category.
B) A willingness to go to considerable lengths to secure additional examples of the object of interest.
C) The dedication of a considerable amount of discretionary time and money to searching out the object or product.
D) A tendency to keep their objects of interest a secret.

Question 60

Research has found that those with a(n) _____ locus of control engage in greater and more complex information-search when assessing products.

A) stable
B) internal
C) external
D) dominant

Question 61

The 'Big Five' personality characteristics for brands differ than those for consumers. For clothing brands the 'Big Five' broad characteristics have been identified as: excitement, sincerity, sophistication, _______ and _______.

A) competence and ruggedness
B) ruggedness and dependability
C) trustworthiness and dependability
D) competence and trustworthiness

Question 62

Which of the following are ways that possessions can extend one's self?

A) By allowing one to do things that otherwise would be very difficult.
B) By symbolically making one feel better or more appreciated.
C) By conferring status or rank.
D) All of the above extend one's self.

Question 63

If an individual purchases a car and as a result feels better about his/herself, then this result is best explained through one's:

A) social image.
B) extended self.
C) ideal self-image.
D) expected self-image.

Question 64

The ______ is how consumers would like others to see them.

A) social self-image
B) ideal social self-image
C) actual self-image
D) ideal self-image

Question 65

How consumers would like others to see them defines their _____ self-image.

A) expected
B) social
C) ideal
D) ideal social

Question 66

If consumers have multiple selves, then the most important thing for a marketer to understand is:

A) the social role the consumer is assuming when the firm's product is sold.
B) how many selves a particular consumer has.
C) the degree of consistency across the consumer's selves.
D) the degree that the consumer recognises the multiple selves.

Question 67

The interrelationship between consumers' self-images and their possessions is the:

A) extended self.
B) social image.
C) ideal self-image.
D) expected self-image.

Question 68

One of the features of personality is that it is consistently changing.

Question 69

Consumer research revealed that Mr. Coffee was seen by consumers as being dependable, friendly, efficient, intelligent and smart. This _____ strategy is used by marketers to recast consumers' perceptions of product attributes into human-like characteristics.

A) product humanisation
B) brand personification
C) brand identification
D) human trait

Question 70

A combination of a consumer's actual self-image their ideal self-image is known as the:

A) actualised self-image.
B) idealised self-image.
C) expected self-image.
D) wished-for self.

Question 71

Aaker's brand personality framework suggests that there are five defining dimensions of a brand's personality, which include sincerity, excitement, competence, sophistication and:

A) honesty.
B) reliability.
C) ruggedness.
D) charm.

Question 72

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

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

Question 73

Consumer ethnocentrism refers to:

A) how receptive a person is to new experiences.
B) the degree of the consumer's attachment to worldly possessions.
C) the consumer's likelihood to accept or reject foreign-made products.
D) the knowledge a consumer has about other cultures and practices.

Question 74

Cosmetics, jewellery, tattoos and coloured contact lenses are all _____ products that offer the consumers the opportunity to modify their appearance.

A) self-extending
B) ideal self
C) self-altering
D) virtual self

Question 75

Of the different types of self-image discussed, the one which would be of the most value to marketers because it provides consumers with a realistic opportunity to change the 'self' would be the:

A) actual self-image.
B) ideal social self-image.
C) expected self-image.
D) social self-image.

Question 76

For household products, consumers are more likely to select brands guided by their _____, whereas for socially enhancing or conspicuous products, they are likely to be guided by their _____.

A) social self-image; ideal self-image
B) actual self-image; ideal social self-image
C) ideal social self-image; expected self-image
D) actual self-image; expected self-image

Question 77

The four specific kinds of self-image include the following except:

A) actual self-image.
B) future self-image.
C) social self-image.
D) ideal social self-image.

Question 78

Which of the following are benefits to a brand from creating a positive brand personality?

A) More favourable attitudes towards the brand.
B) Brand preference.
C) Higher purchase intentions and brand loyalty.
D) All of the above are benefits.

Question 79

In order to distinguish between consumer segments that are likely to be receptive to foreign-made products and those that are not, the following personal characteristic is utilised:

A) consumer innovativeness.
B) consumer dogmatism.
C) need for uniqueness.
D) consumer ethnocentrism.

Question 80

'Proudly Made in Australia' is a logo used by companies to attract the _____ consumer.

A) dogmatic
B) ethnocentric
C) innovative
D) variety-seeking