Deck 7: Personality, Lifestyles, and Values

Question 1

Young teenage girls are very heavy users of makeup (especially eye shadow). Though the size of this market is smaller than the larger adult market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following principles?

A) the 80/20 rule
B) the pyramid principle
C) the derived demand principle
D) the surrogate buyer principle

Answer 1

A

Question 2

According to Freud, the system that acts as a referee in the fight between temptation and virtue is called ________.

A) the id
B) the ego
C) the thalamus
D) the superego

Answer 2

B

Question 3

When the ego tries to balance opposing forces, it uses the ________.

A) super ego
B) reality principle
C) related principle
D) id

Answer 3

B

Question 4

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

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

Question 5

Freud's theory of personality includes the ________.

A) super ego
B) ego
C) id
D) all of the above

Question 6

________, one of Freud's followers, proposed that people can be described as moving toward others (compliant), away from others (detached), or against others (aggressive).

A) Alfred Adler
B) Carl Jung
C) Ernest Dichter
D) Karen Horney

Question 7

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 behavior
C) Doppelgangers
D) symbolic communities

Question 8

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

A) rational thinking
B) unconscious motives
C) conscious motives
D) deviant behaviors

Question 9

Match.com and eharmony.com measure identifiable personal characteristics called ________.

A) personality traits
B) personality image
C) personality matches
D) ego matches

Question 10

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 11

________ are universally recognized ideas and behavioral patterns.

A) Compliant
B) Archetypes
C) Aggressive
D) Detached

Question 12

An advertisement emphasizes 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 odor." What part of the Freudian system is this ad appealing to?

A) the id
B) the superego
C) the archetype
D) the ego

Question 13

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

A) Self-image
B) Consumer image
C) Personality
D) Mirror image

Question 14

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 Adam's decision?

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

Question 15

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 16

Motivational research relies on ________ of individual consumers.

A) psychological profiles
B) Jungian analysis
C) behavior targeting
D) depth interviews

Question 17

According to Freud, the part of the personality that seeks immediate gratification is called the ________.

A) ego
B) super ego
C) conflict
D) id

Question 18

Freedom, youthfulness, achievement, and materialism are characterized as U.S. ________.

A) core values
B) belief systems
C) value systems
D) coercive norms

Question 19

The process of learning values from other cultures is called ________.

A) enculturation
B) acculturation
C) core values
D) crescive norms

Question 20

Esso (now Exxon in the United States) used the work of Ernest Dichter to influence its "Put a Tiger in Your Tank" ad campaign. Which of the following conclusions formed the rationale for the famous campaign?

A) Orange and black are two of the most powerful colors in the color spectrum.
B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones.
C) The size of the tiger enhances a male's ego.
D) The playful nature of the tiger is appealing to female consumers.

Question 21

The superego is also known as the pleasure principle.

Question 22

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 23

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

Question 24

Conducting motivational research tends to be less expensive than conducting a large-scale, quantitative survey because interviewing and data-processing costs are relatively minimal.

Question 25

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

Question 26

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 27

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.

Question 28

The Myers-Briggs Type Indicator is based on the work of ________.

A) Karen Horney
B) Sigmund Freud
C) Carl Jung
D) Milton Rokeach

Question 29

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, emphasizes the importance of ________.

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

Question 30

Motivational research is based on the trait theory of personality.

Question 31

Explain Karen Horney's personality theory.

Question 32

The degree to which a person likes to try new things is called innovativeness.

Question 33

Describe the concept of brand personality.

Question 34

Explain the three systems of Freud's personality theory.

Question 35

The reality principle finds ways to gratify the id that are acceptable to the outside world.

Question 36

Karen Horney, a psychotherapist, described people who move toward each other as aggressive.

Question 37

Hannah was embarrassed when her friends teased her about the bright colors of her dress on Friday night. She tried to tell her friends that she really is 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) Hannah's personality is a unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior 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 behavior on a weekend night is due to Freudian problems with her superego.

Question 38

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

Question 39

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

Question 40

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

Question 41

Many people assume that personality must be related to consumer behavior. 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 behavior. Use trait theory to explain why this is so.

Question 42

There is a growing number of websites and magazines catering for specialist interests. These reflect the spectrum of choices. In terms of lifestyle marketing how would you describe these websites and magazines?

A) Consumer target groups
B) Symbolic communities
C) Taste groups
D) Niches

Question 43

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) activities
B) interests
C) opinions
D) demographics

Question 44

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

Question 45

When marketers define consumers by product usage they use the ________ rule.

A) 80/20
B) 20/80
C) 70/30
D) 30/70

Question 46

The Pillsbury Doughboy and the Jolly Green Giant are examples of ________.

A) branded people
B) brand personalities
C) brand positioning
D) brand arrogance

Question 47

Define the personality trait.

Question 48

AIO surveys help measure ________.

A) personality
B) demographics
C) lifestyles
D) heavy users

Question 49

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

Question 50

________ are the use of psychological, sociological, and anthropological factors to determine how the market is segmented by the propensity of groups within the market (and their reasons) to make a particular decision about a product, person, ideology, or otherwise hold an attitude or use a medium.

A) Lifestyles
B) Promotional segmentations
C) AIO measures
D) Psychographics

Question 51

Linda named her 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) anthropomorphized
D) repositioned

Question 52

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

Question 53

Brand personality is a set of traits people attribute to a product as if it was a person.

Question 54

A Doppelganger brand image is when a product looks like the original but in fact is a critique of it.

Question 55

The tendency to attribute human characteristics to objects or animals is called anthropomorphism.

Question 56

According to UK VALS, consumers that are forerunners of innovation and have a wide range of interests are ________.

A) Activators
B) Taditionalists
C) Achievers
D) Seekers

Question 57

Both Justin and Craig are business majors and live in the same dorm, but Justin's room looks like a Cabela's showroom, with fishing trophies and lures on the wall and pictures of fishing trips across the study desk, while Craig's room features posters of his favorite musical group and stacks of CDs. The difference between the two rooms reflects a difference in ________ between Justin and Craig.

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

Question 58

Consumption lifestyles can vary to a large degree amongst individuals that may appear to have similarities. Which of the following statements is untrue?

A) People with similarities in gender, age and income may prefer to spend their money on different things.
B) People with similarities in gender, age and income may prefer to spend their money on broadly the same things.
C) In traditional societies factors such as class largely dictate consumption patterns.
D) In modern societies, consumers tend to be freer to determine their own consumption patterns.

Question 59

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

Question 60

Marketers use results from AIO surveys to ________.

A) define target markets
B) create a new view of the market
C) position a product
D) all of the above

Question 61

A well-known segmentation system based on how consumers agree or disagree with various social issues is called ________.

A) the Likert scale analysis
B) the AIO measurement analysis
C) the VALS™ (the Values and Lifestyles) system
D) the PRIZM™ Cluster system

Question 62

What form do psychographic studies take?

A) lifestyle profile
B) product-specific profile
C) general lifestyle segmentation
D) All of the above

Question 63

Psychographics combines several factors in order to determine how the market is segmented. Which of the following combinations of types of factors is correct?

A) Anthropological, political and sociological
B) Psychological, experimental and sociological
C) Anthropological, psychological and sociological
D) Sociological, economic and cultural

Question 64

When marketer's use psychological, sociological, and anthropological factors to analyze a market, they are using ________.

A) demographics
B) personality
C) psychographics
D) positioning

Question 65

The process of learning the beliefs and behaviors endorsed by one's own culture is known as:

A) Socialization
B) Enculturation
C) Cultural transference
D) Core value adoption

Question 66

What is the major distinction between the concepts of personality and lifestyle?

Question 67

Using the product-specific profile form of psychographic studies, a researcher would look for items that differentiate between users and nonusers of a product.

Question 68

Which type of psychographic study places a large sample of respondents into homogeneous groups based on similarities of their overall preferences?

A) general lifestyle segmentation
B) lifestyle profile
C) product-specific segmentation
D) product-specific profile

Question 69

There are 6 categories listed in the Japan VALS™ system. List and briefly describe each of the categories. In which of the six categories of the VALS2™ system would a college professor focused on gaining a high academic reputation belong?

Question 70

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

Question 71

List and explain the four forms of psychographic studies.

Question 72

List the various ways that psychographic segmentation can be used.

Question 73

Psychographics use lifestyle profiles to target markets.

Question 74

Customs, mores and conventions are all different types of which of the following?

A) Socialization agents
B) Values
C) Crescive norms
D) Core perspectives

Question 75

Lifestyle profiles look for items that differentiate between users and nonusers of a product.

Question 76

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

Question 77

________ is/are a norm that controls basic behaviors such as who does household chores.

A) Values
B) Custom
C) Conventions
D) More

Question 78

Lifestyles are identified by a convergence of personality, product and setting.

Question 79

It is possible to use psychographics to identify distinct segments even for mundane products such as soap.

Question 80

A lifestyle profile looks at the similarities between users and non-users of a product.