Deck 6: Personality and Psychographics

Question 1

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

Answer 1

A

Question 2

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

A) rational-thinking
B) unconscious motives
C) conscious motives
D) deviant behavior

Answer 2

B

Question 3

Motivational research relies on ________ individual consumers.

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

Answer 3

D

Question 4

In a Freudian interpretation, which of the following is most closely associated with the pleasure principle?

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

Question 5

Which of the following psychographic studies would place 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 6

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 7

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 8

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

A) Lifestyle
B) Belief system
C) Personality
D) Self-concept

Question 9

In a Freudian interpretation, what is the function of the ego?

A) The ego is a system that mediates between the id and the superego.
B) The ego determines an individual's degree of self-involvement.
C) The ego operates on the pleasure principle and is constantly seeking psychological dominance and enjoyment.
D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.

Question 10

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

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

Question 11

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 12

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 13

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

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

Question 14

One important system of psychographic research measures AIO categories. What do AIOs measure?

A) Agreeableness, Ideas, and Observations
B) Activities, Ideas, and Operations
C) Activities, Interests, and Opinions
D) Age, Interests, and Otherness

Question 15

Popular online matchmaking services such as match.com and eharmony.com 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 ________.

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

Question 16

Which of the following theorists proposed that an individual's adult personality results from a conflict between the individual's desires to gratify his or her physical needs and the necessity of functioning within a society?

A) Maslow
B) Jung
C) Reisman
D) Freud

Question 17

Variables that measure psychological, sociological, and anthropological characteristics are referred to as ________.

A) demographics
B) ergonomics
C) symbionics
D) psychographics

Question 18

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 the ________.

A) Coca-Cola polar bear
B) Jolly Green Giant
C) Quaker Oats man
D) Marlboro man

Question 19

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

A) trait theory
B) collective unconscious theory
C) Freudian theory
D) archetype theory

Question 20

Brand ________ refers to the extent to which a consumer holds strong, favorable, 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.

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

Question 21

Members of the clergy serving areas that are heavily populated by minorities have organized rallies to protest the proliferation of cigarette and alcohol advertising in their neighborhoods. These protests sometimes include the defacement of billboards promoting alcohol or cigarettes. This is an example of ________.

A) social marketing
B) anticonsumption
C) interpretivism
D) compulsive consumption

Question 22

A buyer who shops to relieve tension, anxiety, depression, or boredom is best described as a(n) ________ consumer.

A) activist
B) anticonsumption
C) compulsive
D) consumed

Question 23

Which of the following is based on the concept that "birds of a feather flock together"?

A) parallel scaling
B) psychometric synchronization
C) bimodal scaling
D) geodemography

Question 24

According to the PRIZM NE system, the ________ cluster is characterized as having new money; being parents in their 40s and 50s; living in newly built subdivisions with tennis courts, swimming pools, and gardens; and having high wine usage and low motorcycle usage.

A) Furs & Station Wagons
B) Tobacco Roads
C) Blue-Blood Estates
D) American Dreams

Question 25

According to motivational research, when a woman wears long white gloves with her evening gown and then removes those gloves in front of her date, she most likely has which of the following motives?

A) disalienation
B) eroticism
C) magic-mystery
D) status

Question 26

The Claritas, Inc.'s PRIZM NE system classifies every ________ in the country into one of 66 categories reflecting different demographic and consumption patterns.

A) county
B) state
C) zip code
D) residence

Question 27

________ refer(s) to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns.

A) Psychographics
B) Geographics
C) Demography
D) Geodemography

Question 28

Using ________, e-commerce marketers serve up customized ads on Web sites based on a customer's prior online activity.

A) archetypes
B) behavioral targeting
C) motivational research
D) geodemography

Question 29

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?

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

Question 30

Shoplifting is America's fastest growing crime. What term does the retail industry use to describe inventory and cash losses from shoplifting?

A) hard losses
B) shrinkage
C) write-offs
D) consumer costs

Question 31

Alcoholism and cigarette smoking are both examples of ________.

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

Question 32

Which of the following is an example of anticonsumption behavior?

A) compulsively shopping
B) intentionally spreading a computer virus
C) gambling
D) culture jamming

Question 33

People who are used or exploited, willingly or not, for commercial gain in the marketplace are referred to as ________ consumers.

A) marginal
B) compulsive
C) jammed
D) consumed

Question 34

L. L. Bean products are known to be rugged, outdoorsy, tough, athletic, and dependable. Because the company has worked very hard to establish these thoughts in the minds of consumers and has spent large sums of money to make sure that their products maintain the favorable L. L. Bean reputation, L. L. Bean has achieved brand ________ with its products.

A) dynamics
B) animism
C) parity
D) equity

Question 35

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

A) 91 percent
B) 62 percent
C) 40 percent
D) 19 percent

Question 36

An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses which of the following segmentation systems?

A) BrandAsset Archetypes
B) VALS2
C) RISC
D) PRIZM NE

Question 37

The VALS2 group that has the highest degree of resources and innovation is termed the ________. This group is concerned with social issues and is open to change.

A) Believers
B) Strugglers
C) Innovators
D) Makers

Question 38

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 39

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

Question 40

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 anti-ego
D) the ego

Question 41

Linda named the 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 42

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

Question 43

Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric be less fearful about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually speaks to him through the medallion to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms?

A) objectivism
B) animism
C) humanism
D) Doppelgangerism

Question 44

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 45

A Doppelganger brand image is likely to be presented in a consumer-generated parody of a brand.

Question 46

The personality trait of need for cognition refers to the degree to which a person likes to think about things.

Question 47

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

Question 48

Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong?

A) Thinkers
B) Achievers
C) Strivers
D) Experiencers

Question 49

Ad Bait Advertising Agency has a new technique for reaching consumers. It tailors its clients' ads to consumers based on consumer Internet use. Specifically, Ad Bait tracks what Web sites are visited by selected consumers and then determines what ads would be best suited to these consumers. Which of the following terms most closely matches Ad Bait's strategy for reaching consumers?

A) lifestyle research
B) personality research
C) behavioral targeting
D) personalized retargeting

Question 50

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 51

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 that these young women experiment with many varieties of products. This market is most likely being governed by which of the following?

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

Question 52

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 53

Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and framed photos of fishing trips on his study desk. Craig's room features posters of his favorite musical group and stacks of CDs. It is most accurate to say that the difference between the two rooms reflects a difference in ________ between Justin and Craig.

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

Question 54

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 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) Personality is a person's 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 55

An individual who scores high on an assessment of materialism would be LEAST likely to be categorized in which of the following VALS2 groups?

A) Innovators
B) Strivers
C) Achievers
D) Makers

Question 56

According to a Freudian system of analysis, the superego is the counterweight to the ego.

Question 57

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

Question 58

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

Question 59

Motivational research is based on the trait theory of personality.

Question 60

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 is the subject of Norma's research at present?

A) Activities
B) Interests
C) Opinions
D) Ideas

Question 61

The Michelin Man is an illustration of the concept of animism.

Question 62

The terms animism and anthropomorphism have the same meaning.

Question 63

According to an interpretation of the VALS2 segmentation system, consumers who have ideals as their primary motivation would be classified as Experiencers and Makers.

Question 64

List and briefly describe four of Ernest Dichter's major motives for consumption as determined by motivational research.

Question 65

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 66

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 67

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

Question 68

Elizabeth has few resources with which to purchase essentials. She tends to favor proven brands and does not take many risks. She also is very concerned about the approval of others when she goes out in public. Under the VALS2 classification system, Elizabeth would most likely be labeled a Striver.

Question 69

It is common for companies to divide up their consumers along lifestyle dimensions and label these groups with terms such as "Geek Chic Guy" or "Whole Foods Woman."

Question 70

Describe the concept of psychographics. Then compare the four forms of psychographic analysis used in marketing.

Question 71

A radical group that threatened to inject feed contaminated with "mad cow" disease into the food supplies of several herds of cattle has threatened to commit bioterrorism.

Question 72

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.

Question 73

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

Question 74

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

Question 75

Blockbuster.com uses software that recommends videos to a customer based on attributes the movie shares with other movies the customer has already ordered. This is an example of behavioral targeting.

Question 76

List the various ways that psychographic segmentation can be used.

Question 77

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 78

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 79

According to Freudian theory, a person's True motivation for buying a product may be forever hidden from the customer's conscious mind.

Question 80

Consumer addiction can be classified as either a physiological or psychological dependency on a product or service.