Deck 4: Personality

Question 1

Most Freudian applications in marketing relate to the product's ________.

A) brand personality
B) hidden values
C) competitive advantage
D) sexual symbolism

Answer 1

D

Question 2

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

A) Security
B) Eroticism
C) Disalienation
D) Individuality

Answer 2

D

Question 3

Popular online matchmaking services such as rsvp.com.au and eharmony.com.au offer to create your 'personality profile' and then hook you up with other members whose profiles are similar.This approach focuses on the quantitative measurement of ________.

A) ego
B) id
C) personality traits
D) animism

Answer 3

C

Question 4

According to a recent human behaviour survey by advertising agency McCann-Erickson,________ of people say they lie regularly.

A) 91 per cent
B) 62 per cent
C) 40 per cent
D) 19 per cent

Question 5

Consumer researchers have adapted some of Sigmund Freud's ideas.In particular,his work highlights the potential importance of ________ which influence our purchases.

A) rational thoughts
B) unconscious motives
C) conscious motives
D) deviant behaviours

Question 6

Alcoholism and cigarette smoking are both examples of ________.

A) anticonsumption behaviours
B) consumer addictions
C) shrinkage
D) consumed consumer behaviours

Question 7

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

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

Question 8

According to the theories of Carl Jung,our shared memories create ________,which involve universal themes and appear frequently in myths and stories across cultures.

A) archetypes
B) patterns of behaviour
C) doppelgangers
D) symbolic communities

Question 9

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion?

A) Trait theory
B) Collective unconscious theory
C) Freudian theory
D) Archetype theory

Question 10

Today thousands of brands borrow personality traits of individuals or groups to convey an image marketers want consumers to form of their brands.An early brand personality was communicated in 1886 by ________.

A) the Coca-Cola polar bear
B) Louie the Fly
C) the Quaker Oats man
D) the Marlboro man

Question 11

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

A) psychic
B) archetype
C) motivational
D) lifestyle

Question 12

A buyer who shops to relieve tension,anxiety,depression or boredom is best described as a(n)________ consumer.

A) activist
B) anticonsumption
C) compulsive
D) consumed

Question 13

Based on the 80/20 rule,a company tries to identify and focus on the ________ of its product.

A) occasional users
B) heavy users
C) competitors
D) investors

Question 14

People who are used or exploited,willingly or not,for commercial gain in the marketplace are referred to as ________ consumers.

A) marginal
B) compulsive
C) jammed
D) consumed

Question 15

Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society?

A) Maslow
B) Jung
C) Reisman
D) Freud

Question 16

In a Freudian interpretation,which of the following is most closely associated with the pleasure principle?

A) The id
B) The ego
C) The superego
D) The anti-ego

Question 17

Brand ________ refers to the extent to which a consumer holds strong,favourable and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version.

A) dynamics
B) position
C) logo
D) equity

Question 18

In a Freudian interpretation,what is the function of the ego?

A) The ego is a system that mediates between the id and the superego.
B) The ego determines an individual's degree of self-involvement.
C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment.
D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.

Question 19

________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

A) Lifestyle
B) Belief system
C) Personality
D) Self-concept

Question 20

Motivational research relies on ________ individual consumers.

A) psychographic profiles of
B) Jungian analysis of
C) behavioural targeting of
D) depth interviews of

Question 21

The personality trait of need for cognition refers to the degree to which a person likes to think about things.

Question 22

Justin and Craig are both studying business at university and live on campus.Justin's room looks like a Fishing magazine showroom,with fishing trophies and lures on the wall and framed photos of fishing trips on his study desk.Craig's room features posters of his favourite musical group and stacks of CDs.It is most accurate to say that the difference between the two rooms reflects a difference in ________ between Justin and Craig.

A) motivation aptitudes
B) ego
C) brand awareness
D) lifestyle

Question 23

Linda named the car,which she drove to work every day,Sylvia.She talked to her friends about the personality traits her little car seemed to have.Linda has ________ her car.

A) branded
B) archetyped
C) anthropomorphised
D) repositioned

Question 24

Instead of spending the weekend working on the research paper due at the end of next week,Andrew decided to spend the weekend going out with friends.According to Freudian theory,which system dominated in Andrew's decision?

A) The id
B) The superego
C) The anti-ego
D) The ego

Question 25

According to motivational research,when a woman wears long white gloves with her evening gown and then removes those gloves in front of her date,she most likely has which of the following motives?

A) Disalienation
B) Eroticism
C) Magic-mystery
D) Status

Question 26

Frank Simms has decided to use Yoda (the 'old wise man' from Star Wars)to promote a new model of a notebook computer.Upon which of the following psychologist's ideas has Frank based his advertising strategy?

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

Question 27

An individual with the personality trait of extroversion tends to be quiet and reserved.

Question 28

An advertisement emphasises that if a consumer uses a certain deodorant he or she will not offend other people and will not cause problems in the workplace because of bad body odour.Which part of the Freudian system is this ad appealing to?

A) The id
B) The superego
C) The anti-ego
D) The ego

Question 29

Jeffrey Quills is seen by his friends as a somewhat strange person.At times he is lovable,warm and friendly.At other times he can be mean-spirited,uncaring and hostile to all who know him.Which of the following general statements about personality most closely matches what friends observe about Jeffrey?

A) People have a standard personality that can be identified as belonging to one of five categories.
B) Psychologists agree that a standard personality component exists in all people.
C) Many studies have found that people do not seem to exhibit stable personalities.
D) Most psychologists have completely abandoned the concept of personality.

Question 30

Which of the following is an example of anticonsumption behaviour?

A) Compulsively shopping
B) Intentionally spreading a computer virus
C) Gambling
D) Culture jamming

Question 31

Motivational research is based on the trait theory of personality.

Question 32

Shoplifting is one of the main crimes affecting Australian small business.What term does the retail industry use to describe inventory and cash losses from shoplifting?

A) Hard losses
B) Shrinkage
C) Write-offs
D) Consumer costs

Question 33

Kathmandu 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 favourable Kathmandu reputation,Kathmandu has achieved brand ________ with its products.

A) dynamics
B) animism
C) parity
D) equity

Question 34

According to a Freudian system of analysis,the superego is the counterweight to the ego.

Question 35

Personality refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Question 36

The reality principle,according to Freudian psychology,is behaviour guided by the primary desire to maximise pleasure and avoid pain.

Question 37

The ego is the referee in the fight between temptation and virtue.

Question 38

Our culture's current fascination with novels and movies such as the Harry Potter series and The Lord of the Rings,in which the magician and the patriarch triumph over the sorcerer and the dictator,emphasises the importance of ________.

A) consumption motives
B) archetypes
C) extroversion overcoming introversion
D) the superego overcoming the id

Question 39

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 set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations.
B) 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.
C) Personality is a hypothetical construct that grows stronger with age. Hannah will likely be extroverted for the rest of her life.
D) Hannah's behaviour on a weekend night is due to Freudian problems with her superego.

Question 40

Alfred Adler suggested that many actions that people take are motivated by their desire to overcome feelings of inferiority.

Question 41

The terms animism and anthropomorphism have the same meaning.

Question 42

According to the 80/20 rule,only 20 per cent of a product's users account for 80 per cent of the volume of product a company sells.

Question 43

Sony offers a five-year warranty and a free customer service line.Based on this action,consumers will most likely infer the brand personality traits of familiarity and sophistication.

Question 44

Describe the basic premise of motivational research and how it might be conducted.

Question 45

Describe the concepts of brand personality and brand equity and explain how they are related.

Question 46

Many people assume that personality must be related to consumer behaviour.Knowing a customer's personality profile should help predict what she or he will buy,and how decisions will be made in the marketplace.Researchers,however,have been frustrated in their search for a unified theory of personality that would explain consumer behaviour.Use trait theory to explain why this is so.

Question 47

A Doppelganger brand image is likely to be presented in a consumer-generated parody of a brand.

Question 48

What did Freud mean when he said,"sometimes a cigar is just a cigar"?

Question 49

What were the beliefs of the neo-Freudians? Are those beliefs relevant to marketing today?

Question 50

Explain how addictive consumption is a dimension of the 'dark side' of marketing.

Question 51

List and briefly describe four of Ernest Dichter's major motives for consumption as determined by motivational research.

Question 52

The Michelin Man is an illustration of the concept of animism.

Question 53

Define and provide examples of the following terms: addictive consumption,compulsive consumption and consumed consumers.

Question 54

When a young child incorporates the beliefs and ethics of his parents into his own psyche,according to Freudian theory he is essentially building a superego.

Question 55

According to Freudian theory,a person's true motivation for buying a product may be forever hidden from the customer's conscious mind.

Question 56

Explain the basic premise of trait theory.What are the problems in using trait theory for consumer research?

Question 57

Explain the Freudian system of personality as it might apply to the behaviour of a consumer.

Question 58

Marketing research has indicated that consumers have difficulty assigning personality qualities to most everyday,functional products.

Question 59

Janice feels that she makes many of her decisions based on the fact that she is an introvert.Introversion seems to affect her taste in clothes,outside activities and even her independence.Janice is making consumption decisions based on a personality theory called trait theory.