Deck 6: The Self and Gender Identity

Question 1

The use of psychological, sociological, and anthropological factors combined with demographic information to identify potential markets is called:

A) power- driven segmentation
B) ulstrith coding
C) consumer clustering
D) cultural segmentation
E) psychographic segmentation

Answer 1

E

Question 2

As a marketer, you would use psychographic segmentation for all of the following EXCEPT:

A) developing overall strategy
B) defining the target market
C) positioning the product
D) measuring market volume
E) identifying characteristics of those with destructive consumption behaviours, such as drug use or excessive gambling

Answer 2

D

Question 3

Motivational research attempted to use Freudian ideas to better understand consumer behaviour. Many researchers believe that it is wrong to use this approach to study customers. Why?

A) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.
B) Some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.
C) Freudian theories have been shown not to apply to modern consumers.
D) Motivational research does not help to provide insight into practical marketing problems, such as how to develop marketing communications that appeal to consumer needs
E) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.

Answer 3

B

Question 4

Today most applications of Freudian theory in marketing are related to:

A) family purchase conflicts
B) children's products
C) the sexuality of products
D) how we learn
E) gift- giving

Question 5

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements about personality is most applicable in understanding Hannah?

A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong.
B) Hannah is using a defense mechanism to protect her true personality, hoping her friends will not notice. This is because she tends to act the same way in every situation, but knows it's important to appear as behaving differently.
C) Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her behaviour will become more consistent in different environments.
D) Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour is a result of personality.
E) Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within similar environments, they do not have to be consistent between environments.

Question 6

Group identities gel around forms of expressive symbolism. The self- definitions of group members are derived from the common symbol system to which the group is dedicated. Which of the following terms is NOT one used to describe these self- definitions:

A) status culture
B) lifestyle
C) taste public
D) consumer complex
E) symbolic community

Question 7

Our culture's current fascination with stories featured in movies like the Harry Potter Series and The Lord of the Rings in which the Magician and the Patriarch triumph over the Sorcerer and the Dictator emphasize the importance of overwhelming in successful products.

A) personality; equity
B) traits; archetypes
C) superego; id
D) extroversion; introversion
E) positive archetypes; shadows

Question 8

A food culture is a pattern of food and beverage consumption that reflects the _ _ of a social group.

A) conventions
B) norms
C) values
D) traits
E) motivations

Question 9

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:

A) Jung
B) Katz
C) Dichter
D) Horney
E) Freud

Question 10

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

A) Jung
B) Freud
C) Horney
D) Dichter
E) Katz

Question 11

Mary is frequently shopping and buying products. Mary can be considered as having the trait of:

A) materialism
B) need for cognition
C) self- consciousness
D) extroversion
E) innovativeness

Question 12

Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar.
This is an
Example of an approach to personality that focuses on the quantitative measurement of
)

A) brand theory
B) personality traits
C) subconscious traits
D) behaviour targeting
E) Freudian Theory

Question 13

Meg finds out that all of the people she knows will be wearing jeans to a party. Knowing this, she decides to wear a skirt. This demonstrates Meg's:

A) fashion orientation
B) contentment
C) need for uniqueness
D) hierarchy orientation
E) allocentric orientation

Question 14

If Air Canada teams up with Tropical Vacations Inc. to offer package deals, this is known as a/an strategy.

A) monopoly
B) flighting
C) co- branding
D) harvesting
E) undifferentiated

Question 15

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

A) Fulfilled
B) Strivers
C) Achievers
D) Makers
E) Experiencers

Question 16

The "20- 80 rule," as the term generally is used in marketing research, means:

A) predictions about brand usage are correct 20 percent of the time, incorrect 80 percent of the time
B) about 20 percent of the world's total consumption of products is by the U.S. and the remaining 80 percent represents the rest of the countries' consumption
C) about 20 percent of a product's users account for 80 percent of the volume sold
D) about 20 percent of buyers use coupons or special offers for 80 percent of their purchases
E) about 20 percent of consumers are brand loyal and 80 percent buy various brands as a matter of course

Question 17

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

A) knowledge of past advertising campaigns
B) how consumers view themselves and the world around them
C) how consumers actually spend their time
D) demographic characteristics of consumers such as income and education
E) what consumers find interesting and important

Question 18

Doug comes from a family background where a strong ethical code was developed at an early age. He has few resources, but he tends to favour brands that are tried and true. According to the VALS typology he can fit into which of the following groups:

A) Actualizers
B) Believers
C) Achievers
D) Strivers
E) Fulfilled

Question 19

A basic approach of of motivational research is:

A) Freudian theory has no basis in modern reality
B) consumers only buy when they are happy
C) personality occurs when needs arise and then are satisfied
D) marketing has no connection to consumer behaviour
E) socially unacceptable needs are channeled into acceptable outlets

Question 20

The "fight between temptation and virtue" in the mind is mediated by the:

A) id
B) superego
C) persona
D) ego
E) conscience

Question 21

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?

A) Harry Stack Sullivan
B) Sigmund Freud
C) Alfred Adler
D) Carl Jung
E) Karen Horney

Question 22

Hannah was embarrassed when her friends teased her about dancing on a table on Friday night. She tried to tell her friends that she is really quite introverted and shy. Her friends observed that Hannah does not appear shy when she is out on a weekend evening. Which of the following statements is most applicable in understanding Hannah's personality?

A) Personality is a hypothetical construct that grows stronger with age. Hannah is most likely to be extroverted for the rest of her life.
B) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations.
C) Hannah's behaviour on a weekend night is due to Freudian problems with her superego.
D) Hannah's behaviour is actually representative of someone who is introverted - she and her friends are confused as to what being an introvert means.
E) Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within consistent environments, it does not have to be consistent between environments.

Question 23

Frank Simms has decided to use Yoda (e.g., Star Wars wise man) to promote a new model of a notebook computer. Frank knows that many marketing messages use characters to convince people about the merits of products. Frank has decided to use the technique to his advantage. Upon which of the following psychologist's ideas has Frank based his advertising strategy?

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

Question 24

Shopping, club membership, sports, and social events are all illustrations of which of the following lifestyle dimensions?

A) Outcomes
B) Interests
C) Attitudes
D) Demographics
E) Activities

Question 25

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:

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

Question 26

When interior designers integrate products from many different categories (such as appliances, furnishings, even artwork) into a unified whole or a specific decorating style, they are relying upon the principle of:

A) product complementarity
B) market complementarity
C) consumption consistency
D) market consistency
E) harmonic convergence

Question 27

Social issues, politics, products, and culture are all illustrations of which of the following lifestyle dimensions?

A) interests
B) opinions
C) attitudes
D) demographics
E) activities

Question 28

The second level of animism occurs when objects become ; that is, they take on human characteristics.

A) attached
B) alliterated
C) accentuated
D) assimilated
E) anthropomorphized

Question 29

Sometimes Willy does not know how he is going to meet his everyday needs; he feels like a real survivor. According to the VALS typology he can fit into which of the following groups:

A) Makers
B) Fulfilled
C) Survivors
D) Strivers
E) Achievers

Question 30

In Freudian theory, the system which acts as a person's conscience is the:

A) ego
B) mores
C) superego
D) persona
E) id

Question 31

The three Freudian systems are the:

A) id, self, superego
B) identification, ego, superego
C) subconscious, ego, id
D) id, psyche, superego
E) id, ego, superego

Question 32

Which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?

A) reward
B) security
C) individuality
D) eroticism
E) magic- mystery

Question 33

According to motivational research thought, when Carol wears long white gloves with her evening gown and removes them (a form of undressing in a sensual way) in front of her date, she is following which of the following motives?

A) eroticism
B) security
C) status
D) reward
E) magic- mystery

Question 34

Sometimes it makes sense to segment by where consumers live because:

A) most people stay put, so there is stability in such a research measure
B) there are often clear differences in regional product and lifestyle preferences
C) software decision- support systems are only effective when linked to a mapping procedure
D) objective proof exists that it is the only way to ensure short- term profits
E) other forms of segmentation just don't work in the long run

Question 35

If a brand is perceived as frequently available on a special deal, consumers will likely infer it having which personality trait?

A) uncultured
B) versatile
C) schizophrenic
D) supportive
E) dependable

Question 36

In Freudian theory, the is that part of the mind guided by the primary desire to maximize pleasure and avoid pain.

A) ego
B) persona
C) id
D) superego
E) conscience

Question 37

L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the L. L. Bean reputation, L. L. Bean has achieved with their products.

A) brand equity
B) brand animism
C) brand dynamics
D) brand logos
E) brand polarity

Question 38

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 make the summit of Everest. According to the VALS typology he can fit into which of the following groups:

A) Experiencers
B) Fulfilled
C) Strivers
D) Makers
E) Achievers

Question 39

A marketing consultant predicted that people fly fishing for trout in the Rocky Mountains would be attracted to the Jeep Cherokee, if paved access to the streams was possible. A survey of a famous trout stream with paved access found almost 50 percent of the vehicles parked at the stream access points were Jeep Cherokees. This remarkable product complementarity showed the power of in shaping product usage.

A) personality
B) motivation
C) lifestyle
D) environmental symbolism
E) geodemography

Question 40

refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money.

A) Personality
B) Pattern development
C) Motivation
D) Lifestyle
E) AIOs

Question 41

AIO statements consist of consumer responses identifying their:

A) activities, interests, opinions
B) attention, interests, opinions
C) activities, interests, outcomes
D) attitudes, ideas, opinions
E) attention, interests, outcomes

Question 42

Sets of different products with symbolic meanings which are related are called:

A) symbolic market groups
B) consumer preferences
C) symbolic investitures
D) consumption constellations
E) harmonic convergences

Question 43

Jim sees himself as being confident, powerful, and heroic. According to the Brandasset Valuator Archetypes developed by ad agency Young & Rubicam, Jim would be classified as a _ .

A) Troubadour
B) Sage
C) Magician
D) Patriarch
E) Warrior

Question 44

The letters of VALS stand for:

A) values and lifestyles
B) varied- attitude list survey
C) value- added licensing segmentation
D) varied actions linked to strategy
E) vacation and leisure segments

Question 45

Andre would just love to have that cream puff that he sees through a bakery window on Yonge Street in Toronto. But, he resists the urge and keeps on walking. Freudian theory would say that this is representative of the:

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

Question 46

Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (good luck qualities) of this gift have helped Eric to have less fear about the world around him and a sense of protection (even if it is only imagined). Eric's feelings toward this medallion are part of a system called .

A) animism
B) humanism
C) cultism
D) modernism
E) objectivism

Question 47

All of the following statements about psychographics are true, EXCEPT:

A) was largely disappointing because purchase behaviours were not explained
B) was needed because previous consumer research was idiosyncratic
C) was developed to address shortcomings in motivational research, such as lack of reliability and usefulness
D) was needed because the usual large- scale qualitative survey research yielded only a little information about a lot of people
E) uses standard psychological scales

Question 48

A psychographic study of men aged 18- 24 who drink and drive found four different groups:

A) party animals, nerds, yuppies, problem kids
B) good timers, nerds, problem kids, well adjusted
C) nerds, yuppies, problem kids, well adjusted
D) good timers, nerds, yuppies, problem kids
E) well adjusted, nerds, problem kids, rockies

Question 49

According to motivational research thought, when Carol wears long white gloves with her evening gown and removes them (a form of undressing in a sensual way), she is following which of the following motives?

A) eroticism
B) femininity
C) status
D) magic- mystery
E) security

Question 50

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

A) the tests have too often been improperly used or arbitrarily changed, so results could not be valid
B) trait scales were designed to measure gross overall tendencies, not specific brand preferences
C) it makes good intuitive sense that consumers would buy products that are extensions of their personalities
D) researchers are just not able to predict consumers' behaviours on the basis of their measured traits; the measurements lack validity
E) traits highlight the potential importance of the unconscious motives underlying a purchase

Question 51

Many analysts believe that middle- aged men and women that purchase sports cars are using the sports car as a substitute for sexual gratification. If this is true, it would be an illustration of the idea that most Freudian applications in marketing relate to the product's .

A) sexual symbolism
B) need to dominate the competition
C) hidden values
D) interactive qualities
E) relationship to latent sexual deviant tendencies

Question 52

Psychological approaches to the concept of personality in the early part of the 20th century were based on all of the following, EXCEPT:

A) encounters with others
B) qualitative analysis
C) quantitative analysis
D) dream interpretations
E) accounts of traumatic experiences

Question 53

When Linda saw the ad for the new Swifter mop, she rushed out and bought one. She can be considered to have the trait of:

A) self- consciousness
B) innovativeness
C) need for cognition
D) extroversion
E) materialism

Question 54

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

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

Question 55

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:

A) passive
B) detached
C) aggressive
D) attached
E) compliant

Question 56

James is a person who likes to think about things, especially when it comes to making selections between products. According to trait theory, James could be characterized as having a strong:

A) need for uniqueness
B) need for cognition
C) need for acquiring and owning goods
D) interest in innovations
E) emphasis on his appearance

Question 57

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

A) skimming
B) repositioning
C) allocating
D) over- solidifying
E) reanimating

Question 58

Wind Outfitters most probably have adopted a wolf as part of their company logo to develop:

A) competitive fear
B) company acceptance
C) corporate strategy
D) brand personality
E) market share

Question 59

All of the following characterize a person who has an allocentric orientation EXCEPT:

A) They enjoy working on craft projects, such as building models and knitting
B) They have more of an individualistic orientation toward products, associations, and society.
C) They have a group orientation and enjoys doing things with large groups of people.
D) They are more likely to have odd habits because of unresolved conflicts from her childhood.
E) They enjoy spending time in the kitchen and preparing meals

Question 60

Gen's main focus at the moment is her career, but she chose a government position over a private sector company or entrepreneurial endeavour. According to the VALS typology she can fit into which of the following groups:

A) Fulfilled
B) Achievers
C) Experiencers
D) Makers
E) Strivers

Question 61

Regarding brand users of any particular product, just a few lifestyle segments account for the majority of users of that brand.

Question 62

A good illustration of behavioural targeting occurs when Blockbuster.com uses software that recommends videos to a customer based on attributes the flick shares with other movies that the customer has already ordered.

Question 63

Jane and Julie are identical twins. They look alike and have almost identical personalities. They both live in the same apartment. By definition they would both have the same lifestyle.

Question 64

Standard psychological scales measuring pathology or personality disturbances were found to be helpful in early lifestyle research.

Question 65

In an economic sense one's represents the way one has elected to allocate income, in terms of relative allocations to different products and services and to specific alternatives within these categories.

Question 66

A central aspect of Jung's analytic psychology was his emphasis upon the collective unconscious, which is a storehouse of memories inherited from our ancestral past.
are universally shared ideas and behaviour patterns derived from these memories inherited through our ancestors; they involve themes such as death and the devil.

Question 67

The slogan for a bakery's brand of bread portrayed it as "old- fashioned, wholesome, traditional." The slogan described the brand's .

Question 68

Jason is handy with his hands. He has always tended to focus his energies on self- sufficiency. On any given weekend you can find him working on his car or building something to add to his house. According to the VALS classification system, Jason would most likely be labeled a Thinker.

Question 69

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.

Question 70

Research techniques (such as VALS) developed by a particular company which retains rights to their exclusive use are known as techniques.

Question 71

Silver grocery stores are utilized a technique called . Using the procedure, information about city neighborhoods can be overlaid with income and travel pattern data.

A) geodemography
B) bimodal scaling
C) psychometric altimeters
D) lifestyle trending
E) nonmetric- multidimensional scaling

Question 72

The Michelin man is an example of anthropomorphism.

Question 73

A key strength of motivational research is that it does not rely on Freudian theory.

Question 74

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?

A) Demographics
B) Attitudes
C) Outcomes
D) Activities
E) Interests

Question 75

By combining data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live, researchers can identify consumers who share common consumption patterns. These analytic techniques are referred to as .

Question 76

theory is one approach to personality which focuses on the quantitative measurement of traits or identifiable characteristics that define a person, for example, the degree to which one likes to try new things (the trait of innovativeness).

Question 77

Trait theory refers to those subjective components of the self ("traits") which intuitively "make sense" even though they cannot be measured quantitatively.

Question 78

The may be thought of as a person's unique psychological characteristics and how these features consistently influence the way that person will respond to his or her environment.

A) attitude profile
B) self- attribute profile
C) self- focus cognate
D) configuration
E) personality

Question 79

A certain brand of DVD player is priced at the high end of the market and is only sold in limited locations at up- market stores. This implies which personality trait inferences:

A) reliable, dependable
B) flighty, schizophrenic
C) planful, practical
D) versatile, adaptable
E) snobbish, sophisticated

Question 80

The id is essentially a person's conscience.