Deck 6: Personality, Lifestyles, and Values

Question 1

Psychological approaches to the concept of personality in the early part of the twentieth century were based on:

A) quantitative analysis.
B) qualitative analysis.
C) isolation studies.
D) accounts of tranquil experiences.

Answer 1

A

Question 2

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

A) Configuration
B) The self
C) Personality
D) Self-focus cognate

Answer 2

C

Question 3

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

A) how we learn.
B) which products might channel unconscious urges.
C) gift-giving.
D) family purchase conflicts.

Answer 3

B

Question 4

Andre would just love to have the cream puff that he sees through a bakery window,but he resists the urge and keeps on walking. Freudian theory would say that his resistance is representative of the:

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

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:

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

Question 6

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) Freud.
D) Dichter.

Question 7

A basic assumption of motivational research is:

A) Freudian theory has no basis in modern reality.
B) personality occurs when needs arise and then are satisfied.
C) consumers only buy when they are happy.
D) socially unacceptable needs are channelled into acceptable outlets.

Question 8

The three Freudian symbolic self systems are the:

A) id, psyche, and superego.
B) identification, ego, and superego.
C) subconscious, ego, and id.
D) id, ego, and superego.

Question 9

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

A) mores.
B) ego.
C) superego.
D) id.

Question 10

Many researchers believe that it is wrong to use motivational research,largely based on Freudian theories,to study customers. Why?

A) Freudian theories have been shown not to apply to modern consumers.
B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.
C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.
D) 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.

Question 11

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

A) id.
B) persona.
C) ego.
D) conscience.

Question 12

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

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

Question 13

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

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

Question 14

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

A) psychic research
B) sexual symbology
C) motivational research
D) psychographics

Question 15

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

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

Question 16

Personality refers to a person's unique psychological makeup,thought by some consistently to influence the way a person behaves.

Question 17

According to motivational research on consumption,when Carol wears long white gloves with her evening gown and removes them,she is following which of the following motives?

A) femininity
B) eroticism
C) status
D) security

Question 18

Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.

Question 19

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 does not change from one environment to the next. Either Hannah or her friends are wrong.
B) 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, it may not be consistent among different environments.
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.

Question 20

What is personality?

Question 21

Explain the Freudian concept of the superego.

Question 22

Frank Simms has decided to use Yoda (i.e.,Star Wars wise man character)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) Karen Horney
B) Sigmund Freud
C) Carl Jung
D) Alfred Adler

Question 23

The theorist Jung believed that we are a product of past experiences.

Question 24

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

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

Question 25

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

Question 26

Describe the basic premise of motivational research and how it is conducted. Why has this type of research been criticized?

Question 27

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

Question 28

What is motivational research?

Question 29

Explain the Freudian concept of the id.

Question 30

Samantha is studying psychology. During her studies,she makes a conclusion based on what she has read about Freudian theory. Her conclusion is that the ego is a mediator between temptation and virtue. Is her conclusion true or false?

Question 31

Explain the Freudian system of personality as it might apply to the behaviour of someone who is out with friends drinking.

Question 32

Explain the Freudian concept of the ego.

Question 33

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

Question 34

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

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

Question 35

Explain Jung's notion of the collective unconscious.

Question 36

What are the implications of Freud's notion of the unconscious motive?

Question 37

Identify and define the three aspects of the self-system according to Freudian psychology.

Question 38

Consumers who possess a high need for cognition:

A) find it hard to manage complex decisions on a daily basis.
B) prefer to take shortcuts and rely on peripheral product information.
C) purchase more products related to science and technology than their counterparts.
D) enjoy thinking extensively about potential product purchases.

Question 39

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

Question 40

The id is essentially a person's conscience.

Question 41

Julianne purchases clothing and cosmetics in order to convey a positive image of her self to others. She is high in the trait of:

A) need for uniqueness.
B) bargain orientation.
C) need for cognition.
D) public self-consciousness.

Question 42

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

A) organic
B) assimilated
C) anthropomorphized
D) animated

Question 43

Consumers high in public self-consciousness are likely to:

A) be shy and self-aware in their product choices, preferring to opt for safe choices.
B) routinely exhibit bravado in public situations.
C) be easily embarrassed by poor consumer choices.
D) make choices that allow them to present a positive view of the self to others.

Question 44

Old Spice created a series of commercials with a likeable brand representative and created several YouTube spots to help viewers get to know the man behind the brand. This was to enhance:

A) consumer self-esteem.
B) company acceptance.
C) brand personality.
D) perceptual selectivity.

Question 45

Albert really enjoys effortful cognitive activity and when he goes on a plane ride he purchases activity books containing challenging analogical and mathematical puzzles to pass the time. What would trait theory say about Albert?

Question 46

Nick is redesigning an advertisement after his consultant told him the marketing segment for his insurance products was high in idiocentrics. Which of the following would be how to attract such a segment?

A) Show a potential customer busy at work.
B) Show a potential customer shopping in the produce aisle for organic vegetables.
C) Depict a father and son working on an airplane model.
D) Show a family in the kitchen all working to prepare a wholesome dinner.

Question 47

The Apple brand is synonymous with a visual of an apple with a leaf on the stem and a bite taken out of it. Over the years they have been able to connect the image with what the brand stands for-acquiring knowledge. It has built:

A) brand dynamics.
B) brand polarity.
C) brand equity.
D) brand logos.

Question 48

Disney as a brand can be symbolized with three circles forming a shape that resembles a mouse's head with ears; Mickey Mouse. It has become such an obsession with many that the company has many "hidden" Mickey's throughout its theme parks that visitors seek out,post,tweet,and blog about for hours on end. This is an example of a successful use of:

A) objectivism.
B) animism.
C) humanism.
D) cultism.

Question 49

Someone characterized as high in public self-consciousness is likely to enjoy engaging in effortful cognitive activity.

Question 50

The automobile company Jaguar uses the cat as its logo to depict the same traits as the cat: solitary,opportunistic,stalk-and-ambush predator at the top of the food chain. This is an example of:

A) superego.
B) competitive fear.
C) repositioning.
D) brand personality.

Question 51

Guita is very aware of her publicly displayed self-image. She purchases clothing and cosmetics to convey a positive image of her self to others. Describe which trait she is likely high on.

Question 52

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

Question 53

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 John Deere tractor symbol.
C) the Quaker Oats man.
D) the Kellogg's rooster.

Question 54

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) hierarchy orientation.
B) fashion orientation.
C) allocentric orientation.
D) need for uniqueness.

Question 55

Jayleen prefers to shop at independent fashion and clothing stores where the products are original,one-of-a-kind items that are only available for a short time period. She is likely high in the trait of:

A) need for uniqueness.
B) bargain orientation.
C) ethical consumerism.
D) innovativeness.

Question 56

What is meant by the term "need for uniqueness"?

Question 57

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

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

Question 58

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

A) reanimating
B) skimming
C) allocating
D) repositioning

Question 59

Could trait theory be used as a basis for market segmentation? Explain why or why not,using two traits to illustrate support for your position.

Question 60

Idiocentrics are more interested in other cultures and travelling than allocentrics.

Question 61

Explain the concept of lifestyle and why it is important to marketers.

Question 62

Luis and his brother won a lottery and shared the money equally. Luis went on a trip around the world. His brother bought an expensive racing boat. This difference reflects a difference in lifestyle.

Question 63

Serena loves to eat canned corn,especially because of the Jolly Green Giant spokescharacter. What aspect of brand personality is being used in this example?

Question 64

Because a goal of lifestyle marketing is to allow consumers to pursue their chosen ways of enjoying their lives and expressing their social identities,a key aspect of this strategy is to:

A) focus on product usage in desirable social settings.
B) set a low price point.
C) ensure you have a popular celebrity for a spokesperson.
D) make the product available everywhere.

Question 65

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

Question 66

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 67

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

Question 68

Dos Equis has created a brand personality around "The Most Interesting Man in the World." Explain what type of brand personality this is creating.

Question 69

It is unlikely that lifestyles change once they are set.

Question 70

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

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

Question 71

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 72

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

Question 73

IKEA sets up their outlets with various room designs for each room use. For example,there could be ten completely different kitchens on display,each one having its own look with cupboards,counters,appliances,and dishes. This is an example of:

A) co-branding.
B) product complementarity.
C) repositioning.
D) brand personification.

Question 74

An ardent golfer,Samuel buys the products promoted by a celebrity golfer. He feels the spirit of the golfer is available through the brand. This is the highest order of animism.

Question 75

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

A) Lifestyle
B) Motivation
C) Pattern development
D) AIO

Question 76

The Michelin Man is an example of anthropomorphism.

Question 77

Kevin and his brother won a lottery and shared the money equally. Kevin went on a trip around the world. His brother bought an expensive racing boat. Discuss what factor likely led to this difference in choice.

Question 78

Parkas,Inc. is a manufacturer of top quality jackets and parkas,similar to Columbia sportswear. However,Columbia is perceived as being much more durable and fashionable,and appeals to a younger demographic. This is a segment that Parkas Inc. would like to improve in. What must Parkas Inc. do to improve its standing?

Question 79

Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To differentiate the two brands,she intends to create distinct brand personalities. Keith argues this is dangerous because a company cannot have two brands with different personalities. Keith is right.

Question 80

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

A) investitures.
B) consumption constellations.
C) harmonic convergences.
D) patterned products.