Deck 11: Personality and Lifestyle

Question 1

Secondary process thinking is a self-induced shift in consciousness to compensate for a lack in permissible external stimulation.

Answer 1

False

Question 2

Depth interviews are structured, formal, probing, conversational personal interviews lasting from thirty minutes to two hours each.

Answer 2

False

Question 3

Ernest Dichter and Pierre Martineau were motivational researchers who swayed advertisers to hire their research services in order to explore customers' latent needs.

Answer 3

True

Question 4

Self-image is subject to change as social roles and interactions with others alter.

Question 5

A match between a brand's image and the consumers' self-image is called the image congruence hypothesis.

Question 6

An extensive list of statements with scales expressing likes or dislikes for certain objects, people, or situations, which is used to measure respondents' personality traits is personality inventory.

Question 7

Personality is the only predictor of buying behavior.

Question 8

The Hippocratic Temperament Survey describes peoples' characteristic decision-making styles.

Question 9

Personality tests measure the objective self rather than self-image.

Question 10

Anthropomorphism is when consumers are asked to imagine that the brand comes to life as a person and are asked what the brand is like in terms of its demographic characteristics, lifestyles, likes and dislikes.

Question 11

Characteristic behavior and thought patterns are __________.

A) Personality
B) Personality traits
C) Social personality
D) Lifestyle personality
E) Lifestyle traits

Question 12

Trade characters, brand names, and brand colors are examples of what element of the unconscious mind?

A) Ego
B) Superego
C) Symbolism
D) Id
E) Primary process thinking

Question 13

L'Oreal's "Because you're worth it" slogan is an example of which element of Freud's psychoanalytical system?

A) Id
B) Ego
C) Superego
D) Libido
E) Fantasy

Question 14

Which hypothetical construct seeks immediate gratification? ("Exercise 11.1)

A) Id
B) Ego
C) Superego
D) Libido
E) Fantasy

Question 15

Questions that allow respondents to transfer their values, motives, beliefs, and feelings onto someone or something else are __________.

A) Disguised questions
B) Third-person questions
C) Projective interviews
D) Subconscious questioning
E) Third party questions

Question 16

Ideal social self-image is __________.

A) how consumers view themselves or think they really are.
B) how consumers would like to see themselves or would like to be.
C) how consumers believe others see them
D) how consumers would like others to see them
E) how consumers expect to see themselves in the future

Question 17

What is dogmatism?

A) How receptive a person is to new products, services, practices, or experiences
B) Whether an individual is open-minded or closed-minded
C) The degree to which an individual is inner-directed versus outer-directed
D) The degree to which an individual is outer-directed versus inner-directed
E) The optimal stimulation level for a consumer

Question 18

When respondents are asked to describe themselves as a product, they are making use of __________.

A) Direct analogies
B) Personal analogies
C) Symbolic analogies
D) Future scenarios
E) Personification

Question 19

Which of the following primary motivator in the VALS2 system describes a person who is guided by social or physical activity?

A) Ideals-inspired consumers
B) Achievement-inspired consumers
C) Self-expression inspired consumers
D) Event-inspired consumers
E) Attention-inspired consumers

Question 20

The statistical technique for identifying groups of neighborhoods with households that are demographically similar is __________.

A) Micromarketing
B) Geodemographic analysis
C) Cluster analysis
D) PRIZM analysis
E) Zipcode analysis

Question 21

What are the two major reasons why focus groups differ from depth interviews?

Question 22

Cite four skills of an effective focus group moderator.

Question 23

Why are psychographics considered superior to personality variables and to motivation research?

Question 24

Cite and provide an example of three types of products where brand image is important for product positioning.

Question 25

Describe four of the six sociocultural dimensions of brand image.

Question 26

Describe how retail distribution and price points factor into the construction of a brand image. Use examples if necessary.

Question 27

The Hippocratic Temperament Survey classifies people into four different personality types. Cite these four personality types and describe the personality type which you identify most with.

Question 28

Compare sensors to intuiters. Explain how marketing communications should try to appeal to each.

Question 29

What is the most popular standardized lifestyle research service? Describe the dimensions along which this service is defined.

Question 30

Discuss two traits which relate to an innovator or someone who adopts products early on.