Question 1

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.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

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

Question 3

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.

Accepted Answer

A) True 
 B)False  False

Question 4

Motivational research relies on ________ individual consumers.

Accepted Answer

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

Question 5

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

Accepted Answer

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

Question 6

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

Accepted Answer

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

Question 7

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 ________.

Accepted Answer

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

Question 8

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

Accepted Answer

The answer of Explain how addictive consumption is a dimension...

Question 9

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.

Accepted Answer

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

Question 10

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 ________.

Accepted Answer

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

Question 11

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?

Accepted Answer

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

Question 12

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?

Accepted Answer

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

Question 13

The terms animism and anthropomorphism have the same meaning.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

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 ________.

Accepted Answer

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

The answer of Describe the concepts of brand personality and...

Question 18

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?

Accepted Answer

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 19

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

Accepted Answer

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

Question 20

Alcoholism and cigarette smoking are both examples of ________.

Accepted Answer

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

Exam 4: Personality