Deck 6: Personality, Self, and Motivation

Question 1

The _______ perspective of personality argues that an individual's persistent and characteristic reactions to environmental stimuli make up an individual's distinctive identity.

A) social
B) hedonic
C) psychological
D) segmented

Answer 1

C

Question 2

Psychological theory is based on the premise that

A) both internal and external factors impact how individuals view themselves and their social circles.
B) relationships with other people play a large part in forming the self and that "the mind is the thinking part of the self."
C) strong and persistent unconscious inner forces are responsible for directing individual behavior.
D) in a given situation, a single personality trait will be the predominant force.

Answer 2

C

Question 3

The _______ is a force that focuses attention and energy on primary needs, immediate gratification, and pleasurable acts without regard to the consequences.

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

Answer 3

A

Question 4

The _______ reflects the rules, values, and norms imposed by society and works to prevent seeking selfish gratification.

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

Question 5

The _______ is the human consciousness that attempts to look out for the interests of the individual.

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

Question 6

Who developed the concept of archetypes?

A) Ian Pavlov
B) Carl Jung
C) Sigmund Freud
D) Abraham Maslow

Question 7

Which of the following correctly defines an archetype?

A) Characters that represent people, personalities, or behaviors that are constant across time and place
B) A series of connections that consumers make that link product attributes to a consumer's own values
C) A series of connections that consumers make that link product attributes to a consumer's own values
D) Socially acquired needs including the need for status, love, affiliation, self-esteem, and prestige

Question 8

The _______ perspective of personality suggests that both internal and external factors impact how individuals view themselves.

A) hedonic
B) segmented
C) psychological
D) social

Question 9

Which perspective of personality suggests that personality can change over time?

A) Single-trait
B) Psychological
C) Social
D) Interactionalist

Question 10

_______ theories provided a strong foundation for contemporary research on personality.

A) Ego
B) Branding
C) Psychoanalytic
D) Subliminal

Question 11

The _______ approach states that personality is the sum of an individual's qualities.

A) trait-based
B) functional
C) intrinsic
D) extrinsic

Question 12

According to the the trait-based view of personality, which of the following is one of the five key dimensions of an individual's personality?

A) Congruity
B) Superego
C) Archetype
D) Neuroticism

Question 13

The ability to regulate one's expenditure-related decisions in accordance with self-imposed standards is called

A) spending self-control.
B) ethnocentrism.
C) materialism.
D) frugality.

Question 14

The _______ approach to personality suggests that several personality characteristics work together to impact consumption.

A) figurative
B) multitrait
C) single-trait
D) self-congruity

Question 15

The concept of the multiplicity of the posits that

A) the human consciousness always attempts to look out for the interests of the individual.
B) different self-concepts motivate us to behave in different ways at different times.
C) in a given situation, a specific and consistent personality trait will be the predominant force.
D) the characters that represent people, personalities, or behaviors that are constant across time and place.

Question 16

Which conceptualization of self recognizes the self-concept as a dynamic entity, where different aspects of self are activated depending on the context?

A) The extended self
B) The social self
C) The malleable self
D) The ideal self

Question 17

The _______ self represents how we would like to be seen by significant others.

A) extended
B) social
C) Ideal extended
D) ideal social

Question 18

_______ is a frequently-used personality trait in consumer research.

A) Generalization
B) Introspection
C) Materialism
D) Resiliency

Question 19

The self-concept refers to how an individual

A) thinks about and evaluates themselves.
B) attempts to understand other cultures.
C) is concerned with the environment.
D) engages in creative and abstract thinking.

Question 20

The symbolic interactionist perspective states that

A) an individual focuses the majority of their attention on primary needs.
B) individuals are always driven by the need for immediate gratification.
C) individuals choose to ignore what they do not understand or do not accept.
D) relationships with other people play a large part in forming the self.

Question 21

The theory of image congruency proposes that

A) relationships with other people play a large part in forming an individual's personality.
B) individuals are always driven by the need for immediate gratification.
C) consumers select products, brands, and retailers that correspond with their self-concept.
D) the rules, values, and norms imposed by society prevent an individual from seeking selfish gratification.

Question 22

_______ values represent our life goals.

A) Congruent
B) Terminal
C) Functional
D) Instrumental

Question 23

If a researcher wanted to determine how consumers link product attributes to values, they would enact a research technique called

A) avoidance.
B) chunking.
C) hedonism.
D) laddering.

Question 24

What is a means-end chain?

A) How consumers select products and brands that correspond with their self-concept
B) The connections between product attributes and a consumer's values
C) How a consumer views the other individuals within their social circles
D) The connection between intrinsic and extrinsic needs that are inappropriate

Question 25

What is psychographic segmentation?

A) Socially acquired needs and include the need for status, love, and affiliation
B) A series of connections that consumers make that link product attributes to personal values
C) A picture of the consumer based on activities, interests, and opinions
D) The characters that represent people, personalities, or behaviors that are constant

Question 26

What is the advantage of the lifestyle segmentation strategy?

A) It results in a more detailed depiction of the customer.
B) It exposes an individual's selfish gratifications.
C) It is are based on observational learning.
D) It remains constant over extended periods of time.

Question 27

Traits of sincerity, excitement, competence, sophistication, and ruggedness are the five key traits identified by the

A) VALS.
B) hierarchy of needs.
C) brand personality scale.
D) means-end chain.

Question 28

Research in social psychology has found that when individuals have close personal relationships with other people, they

A) experience more pain.
B) are healthier.
C) are more creative.
D) are more sensitive.

Question 29

VALS reveals important insights that

A) values and lifestyle segmentation cannot offer.
B) explain the approach-approach conflict.
C) demographic segmentations alone cannot offer.
D) is consistent with the concept of superego.

Question 30

_______ needs are socially acquired needs and include the need for status, love, affiliation, self-esteem, and prestige.

A) Subjective
B) Primary
C) Functional
D) Institutional

Question 31

_______ needs enable us to survive, and include the need for food, water, and shelter.

A) Perspective
B) Subjective
C) Malleable
D) Functional

Question 32

A consumer is trying to save money, but their favorite band is coming to town and the tickets to the concert are very expensive. This an example of a

A) trait-based archetype.
B) self-congruity struggle.
C) motivational conflict.
D) means-end chain.

Question 33

An _______ need is an internal drive that all humans have, such as a need for water.

A) intrinsic
B) operant
C) extrinsic
D) enthographic

Question 34

An individual must find an apartment immediately or they will not have a place to live. The only apartment within their price-range is dilapidated and far from their place of work. This is an example of an _______ conflict.

A) approach-avoidance
B) avoidance-avoidance
C) approach-approach
D) avoidance-acceptance

Question 35

Individuals who are extrinsically motivated will perform a behavior for the

A) joy it brings them.
B) necessity to avoid consequences.
C) safety of their loved ones.
D) reward they are getting as a result.

Question 36

What is a thematic appreciation test?

A) A picture generation method
B) A projective technique
C) A consumption phenomenon
D) A triangulation process

Question 37

_______ occurs when researchers use several different research techniques come to a convergence in their conclusions.

A) Triangulation
B) Laddering
C) Chunking
D) Conflict

Question 38

Researchers taking a motivational approach will often rely on _______ research techniques to generate their data.

A) quantitative
B) symbolic
C) qualitative
D) conditional

Question 39

Which qualitive method of motivational research asks consumers to use their own personal experiences to interpret an ambiguous image by describing what the image means or by telling a story about it?

A) Metaphor analysis
B) Work association
C) Storytelling
D) Projective techniques

Question 40

What is passionate consumption?

A) A state of intense desire
B) A social desirability bias
C) A procedural memory
D) A functional need

Question 41

Why have some observers criticized qualitative motivation research?

A) It could potentially damage an individual's episodic memories.
B) The results are assumptions based on a single-trait approach.
C) It does not consider the psychological perspective of personality.
D) The conclusions depend on the researcher's interpretation.

Question 42

Motivation research requires that researchers be trained in _______ techniques and _______ analysis.

A) qualitative; data
B) laddering; value
C) quantitative; risk
D) adaptive; ego

Question 43

Often, the hypotheses developed using qualitative methods are later verified using _______ methods.

A) conditioning
B) interactionist
C) metaphoric
D) quantitative

Question 44

What is a thematic appreciation test?

A) A picture generation method
B) A projective technique
C) A consumption phenomenon
D) A triangulation process

Question 45

What is the difference between personality and self? What is the self-concept? What is the most important part of the self-concept?

Question 46

According to Freud, what are the forces that influence personality? Describe each of the forces and identify how they differ from one another.

Question 47

What is the single-trait approach? What is this view of personality based on?

Question 48

A researcher is interested in the effect of materialism in combination with other personality variables on purchasing decisions and behaviors. What two approaches to personality can the researcher use to predict consumer behavior? Which approach has generally been better at predicting behavior? Why?

Question 49

Why is it important that marketers understand the self-concept of consumers? How do marketing mangers use this information? Give an example.

Question 50

How can marketers use a consumer's perception of the ideal self to motivate purchasing behaviors? How can they use a consumer's perception of the negative possible self?

Question 51

What is the difference between a generic goal, a product-specific goal, and a brand-specific goal? Give an example to support your answer.

Question 52

Identify two shortcomings of Maslow's hierarchy of needs.

Question 53

Why are insights from motivation research useful?

Question 54

Explain why triangulation is useful.

Question 55

Define and describe the symbolic interactionist perspective. What is symbolic consumption and how does it relate to an individual's self-concept? Provide a detailed explanation of the process of symbolic consumption and why it is important that marketers understand this process.

Question 56

Identify the three motivational conflicts that a consumer might encounter. Provide a detailed example for each.

Question 57

Identify and explain three qualitative methods that motivational researchers use to understand the true desires and meanings behind a consumer's behavior. How do they help marketers understand what is important to consumers?