Deck 5: Personality

Question 1

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

Answer 1

C

Question 2

Justin and Craig are both studying business at university and live on campus.Justin's room looks like a Fishing magazine 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 favourite 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

Answer 2

lifestyle

Question 3

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

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

Answer 3

sexual symbolism

Question 4

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 5

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 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

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 make-up that consistently influences behaviour within a certain environmental situation.Although behaviour 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 behaviour on a weekend night is due to Freudian problems with her superego.

Question 8

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 behaviour
C)doppelgangers
D)symbolic communities

Question 9

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 10

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

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

Question 11

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 ________.

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

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

Motivational research relies on ________ individual consumers.

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

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 Andrew's decision?

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

Question 15

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 16

An advertisement emphasises 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 odour.Which part of the Freudian system is this ad appealing to?

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

Question 17

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 18

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 ________.

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

Question 19

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 20

________ refers to a person's unique psychological make-up 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 21

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

Question 22

Kathmandu 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 favourable Kathmandu reputation, Kathmandu has achieved brand ________ with its products.

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

Question 23

Someone who is not likely to repurchase a product or complain about a product he or she isn't satisfied with displays the personality trait of ________.

A)impulsiveness
B)romanticism
C)neuroticism
D)self-consciousness

Question 24

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

Question 25

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

Question 26

Tara loves going to baseball games.When she goes, she always wears the same shirt, with her favourite team's logo on it, and she always wears four bracelets on her left arm and two bracelets on her right arm.When she gets to the game, she holds her ticket in her right hand throughout the entire game, moving her thumb over it in small circles.What personality trait does Tara display?

A)Impulsiveness
B)Superstition
C)Self-consciousness
D)Extroversion

Question 27

People who have an individualist orientation are known as ________.

A)allocentrics
B)idiocentrics
C)introverts
D)extroverts

Question 28

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 29

Personality refers to a person's unique psychological make-up and how it consistently influences the way a person responds to his or her environment.

Question 30

Margot and her husband, Bill, only have one car, a hybrid, even though their lives would be easier if they had two cars.They often take public buses and choose to ride their bicycles instead of driving their own cars.Their consumer behaviour is influenced by the personality trait of ________.

A)superstition
B)romanticism
C)pro-environment
D)enjoyment of shopping

Question 31

Jeffrey Quills often boycotts companies and products that he thinks do not align with his ethical worldview.Which of the following personality traits most likely apply to Jeffrey?

A)Conscientious
B)Closed-minded
C)Curious
D)Conservative

Question 32

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

Question 33

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 34

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

Question 35

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

Question 36

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.

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

Question 37

Arnold is a highly acclaimed visual artist who spends most of his time working on his paintings alone in his loft, almost never seeing friends or family.He knows he has talent, and he loves envisioning and create new art that stands apart from anything others have done.What type of music does Arnold likely enjoy listening to the most?

A)Country and Western
B)Indie music
C)Pop music
D)Classical music

Question 38

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

Question 39

Motivational research is based on the trait theory of personality.

Question 40

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)anthropomorphised
D)repositioned

Question 41

People with the need for cognition respond better to visuals, such as pictures, than to words.

Question 42

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

Question 43

The use of standard personality trait measurements by marketing researchers to predict product choices has been very successful.

Question 44

What did Freud mean when he said, 'sometimes a cigar is just a cigar'?

Question 45

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

Question 46

The terms animism and anthropomorphism have the same meaning.

Question 47

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

Question 48

Erica works very hard, usually 50 hours per week even though she is only required to work 40 hours.When she's not working, she travels to foreign countries and spends her days visiting art galleries and museums.Erica is likely an allocentric.

Question 49

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

Question 50

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

Question 51

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

Question 52

Explain the basic premise of trait theory.What are the problems in using trait theory for consumer research?

Question 53

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.

Question 54

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

Question 55

Introverts experience more positive emotions than extroverts when consuming products.

Question 56

What were the beliefs of the neo-Freudians? Are those beliefs relevant to marketing today?

Question 57

Every year, Sam goes on a holiday to a warm country.In the last few years, he has visited Egypt, Indonesia, and Guatemala.He always flies first class and stays in five-star resorts.What personality trait does Sam exhibit, and how does this trait influence his consumer behaviour with regards to travel?