Deck 6: Personality, Lifestyles, and Values

Question 1

Psychological approaches to the concept of personality in the early part of the 20th century were based on all of the following,EXCEPT:

A) quantitative analysis.
B) qualitative analysis.
C) encounters with others.
D) accounts of traumatic experiences.

Answer 1

A

Question 2

In Freudian theory,the system that acts as a person's conscience is the:

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

Answer 2

C

Question 3

James is a person who likes to think about things,especially when it comes to making selections between products.According to trait theory,James could be characterized as having a strong:

A) interest in innovations.
B) need for acquiring and owning goods.
C) need for cognition.
D) emphasis on his appearance.

Answer 3

C

Question 4

The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security.The ad was designed to make adults feel that they were well-loved children again.The agency drew on the findings of:

A) Jung.
B) Katz.
C) Freud.
D) Dichter.

Question 5

________ may be thought of as a person's unique psychological characteristics and how these features consistently influence the way that person will respond to his or her environment.

A) Configuration
B) The self
C) Personality
D) Self-focus cognate

Question 6

In Freudian theory,the ________ is that part of the mind guided by the primary desire to maximize pleasure and avoid pain.

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

Question 7

When Cathy buys cereal,she tends to buy well-known brands such as Kellogg's.According to Horney's research,she can be described as:

A) detached.
B) aggressive.
C) compliant.
D) passive.

Question 8

The "fight between temptation and virtue" in the mind is mediated by the:

A) id.
B) persona.
C) ego.
D) conscience.

Question 9

Mary's possessions play a central role in her life and influence her value systems.Mary can be considered as having the trait of:

A) extroversion.
B) materialism.
C) self-consciousness.
D) innovativeness.

Question 10

The three Freudian systems are the:

A) id, psyche, superego.
B) identification, ego, superego.
C) subconscious, ego, id.
D) id, ego, superego.

Question 11

A basic principle ofmotivational research is:

A) Freudian theory has no basis in modern reality.
B) personality occurs when needs arise and then are satisfied.
C) consumers only buy when they are happy.
D) socially unacceptable needs are channeled into acceptable outlets.

Question 12

A child goes into a store,sees a Caramilk bar,and wants it right away.Freudian theory would say that this is representative of the:

A) left hemisphere of the brain.
B) superego.
C) id.
D) ego.

Question 13

Today most applications of Freudian theory in marketing are related to:

A) how we learn.
B) the sexuality of products.
C) gift-giving.
D) family purchase conflicts.

Question 14

Motivational research attempted to use Freudian ideas to better understand consumer behaviour.Many researchers believe that it is wrong to use this approach to study customers.Why?

A) Freudian theories have been shown not to apply to modern consumers.
B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.
C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.
D) Some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.

Question 15

The theories of ________ highlight the potential importance of unconscious motives underlying purchases.

A) Horney
B) Jung
C) Katz
D) Freud

Question 16

Who was instrumental in advancing the idea that much of human behaviour could be understood by knowing how motivation is related to the feeling of inferiority?

A) Sigmund Freud
B) Karen Horney
C) Carl Jung
D) Alfred Adler

Question 17

According to motivational research thought,when Carol wears long white gloves with her evening gown and removes them (a form of undressing in a sensual way),she is following which of the following motives?

A) femininity
B) eroticism
C) status
D) security

Question 18

Andre would just love to have the cream puff that he sees through a bakery window,but he resists the urge and keeps on walking.Freudian theory would say that his resistance is representative of the:

A) left hemisphere of the brain.
B) superego.
C) id.
D) ego.

Question 19

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 about personality is most applicable in understanding Hannah?

A) Personality is a set of consistent traits that does not change from one environment to the next. Either Hannah or her friends are wrong.
B) Personality is a person's unique psychological makeup that consistently influences behaviour within a certain environmental situation. Although behaviour will be consistent within similar environments, it may not be consistent among different environments.
C) Personality is a hypothetical construct that grows stronger with age. As Hannah matures, her behaviour will become more consistent in different environments.
D) Hannah's behaviour on a weekend night is due to her lifestyle, while her usual shy behaviour is a result of personality.

Question 20

In the 1950s,a perspective called ________ attempted to use Freudian ideas to understand the deeper meanings of products and advertisements.

A) psychic research
B) sexual symbology
C) motivational research
D) psychographics

Question 21

Meg finds out that all of the people she knows will be wearing jeans to a party.Knowing this,she decides to wear a skirt.This demonstrates Meg's:

A) hierarchy orientation.
B) fashion orientation.
C) allocentric orientation.
D) need for uniqueness.

Question 22

Wind Outfitters most probably have adopted a wolf as part of their company logo to develop:

A) market share.
B) competitive fear.
C) corporate strategy.
D) brand personality.

Question 23

Although a brand's personality can be very difficult to change,marketers can accomplish this to certain extent by ________ their product.

A) reanimating
B) skimming
C) allocating
D) repositioning

Question 24

Eric has a St.Christopher's medallion that he received from his late grandfather.The magical qualities (good luck qualities)of this gift have helped Eric to have less fear about the world around him and a sense of protection (even if it is only imagined).Eric's feelings toward this medallion are part of a system called ________.

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

Question 25

Consumers high in public self-consciousness are likely to ___________.

A) be shy and self-aware in their product choices, preferring to opt for safe choices
B) routinely exhibit bravado in public situations
C) be easily embarrassed by poor consumer choices
D) make choices that allow them to present a positive view of the self to others

Question 26

When Linda saw the ad for the new and improved Swiffer mop,she rushed out and bought one.She can be considered to have the trait of:

A) innovativeness.
B) materialism.
C) self-consciousness.
D) need for cognition.

Question 27

Nick is redesigning an advertisement after his consultant told him his marketing segment was high in idiocentrics.Which of the following would be the best promotion for this segment?

A) The promotion shows a man in his kitchen carefully preparing a meal for a group of his co-workers.
B) The promotion emphasizes the satisfaction that a customer gets when he works with a successful team at his office.
C) The promotion shows a man leaving his office late at night and smiling when he looks at a printout of his new financial statement.
D) The promotion shows a man enjoying his spare time with his family.

Question 28

The List of Values (LOV)scale identifies:

A) consumer attitudes to products that are connected to romance and online dating services.
B) how values relate to a five-dimension personality scale.
C) nine consumer segments based on the values they endorse.
D) consumption patterns that are motivated by price bracket concerns.

Question 29

The second level of animism occurs when objects become ________; that is,they take on human characteristics.

A) accentuated
B) assimilated
C) anthropomorphized
D) alliterated

Question 30

Julianne is very aware of her publicly displayed self image.She purchases clothing and cosmetics so convey a positive image of her self to others.She is high in the trait of:

A) need for uniqueness.
B) bargain orientation.
C) need for cognition.
D) public self-consciousness.

Question 31

Consumers high in need for cognition:

A) find it hard to manage complex decisions on a daily basis.
B) prefer to take short cuts and rely on peripheral product information.
C) purchase more products related to science and technology than their counterparts.
D) enjoy thinking extensively about potential product purchases.

Question 32

________ refer(s)to a pattern of consumption reflecting a person's choices of how he or she spends time and money.

A) Lifestyle
B) Motivation
C) Pattern development
D) AIOs

Question 33

Jayleen prefers to shop at independent fashion and clothing stores where the products are original,one-of-a-kind items that are only available for a short time period.She is likely high in the trait of:

A) need for uniqueness.
B) bargain orientation.
C) ethical consumerism.
D) innovativeness.

Question 34

A marketing consultant predicted that people fly fishing for trout in the Rocky Mountains would be attracted to the Jeep Cherokee,if paved access to the streams were possible.A survey of a famous trout stream with paved access found almost 50 percent of the vehicles parked at the stream access points were Jeep Cherokees.This remarkable product complementarity showed the power of ________ in shaping product usage.

A) lifestyle
B) personality
C) environmental symbolism
D) geodemography

Question 35

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 L.L.Bean reputation,L.L.Bean has achieved ________ with their products.

A) brand dynamics
B) brand polarity
C) brand equity
D) brand logos

Question 36

All of the following characterize peoplewho have an allocentric orientation EXCEPT:

A) they enjoy spending time in the kitchen and preparing meals.
B) they have more of an individualistic orientation toward products, associations, and society.
C) they have a group orientation and enjoy doing things with large groups of people.
D) They are more likely to have odd habits because of unresolved conflicts from their childhood.

Question 37

A certain brand of DVD player is priced at the high end of the market and is only sold in limited locations at up-market stores.This implies which personality trait inferences?

A) versatile, adaptable
B) snobbish, sophisticated
C) reliable, dependable
D) flighty, schizophrenic

Question 38

Old Spice created a series of commercials with a likeable brand representative and created several Youtube spots to help viewers get to know the man behind the brand.This was to enhance:

A) consumer self-esteem.
B) company acceptance.
C) brand personality.
D) perceptual selectivity.

Question 39

Air Canada teams up with Tropical Vacations Inc.to offer package deals of compatible experiences.When the symbolic meanings of different products are related,this is called:

A) co-branding.
B) product complementarity.
C) repositioning.
D) brand personification.

Question 40

According to the text,the product symbol that is given credit for being the first "brand personality" (introduced in 1886)was ________.

A) the Coca-Cola symbol.
B) the John Deere tractor symbol.
C) the Quaker Oats man.
D) the Kellogg's rooster.

Question 41

Sometimes Willy does not know how he is going to meet his everyday needs; he feels like a real survivor.According to the VALS typology,he can fit into which of the following groups?

A) fulfilled
B) achievers
C) survivors
D) strivers

Question 42

AIO statements consist of consumer responses identifying their:

A) attention, interests, outcomes.
B) activities, interests, outcomes.
C) attention, interests, opinions.
D) activities, interests, opinions.

Question 43

Doug comes from a family background where a strong ethical code was developed at an early age.He has few resources,but he tends to favour brands that are tried and true.According to the VALS typology,he can fit into which of the following groups?

A) fulfilled
B) achievers
C) strivers
D) believers

Question 44

All of the following statements about psychographics are true,EXCEPT:

A) psychographics was developed to address shortcomings in motivational research, such as lack of reliability and usefulness.
B) psychographics uses standard psychological scales.
C) psychographics was largely disappointing because purchase behaviours were not explained.
D) psychographics was needed because the usual large-scale qualitative survey research yielded only a little information about a lot of people.

Question 45

Erin likes to be self-sufficient.She grows her own vegetables,mows her own lawn,paints her house,and does her own repairs.According to the VALS typology,she can fit into in which of the following groups?

A) fulfilled
B) achievers
C) strivers
D) makers

Question 46

Shopping,club membership,sports,and social events are all illustrations of which of the following lifestyle dimensions?

A) activities
B) interests
C) demographics
D) outcomes

Question 47

It is rare to see "tree huggers" hanging out with "tree loggers." This can most likely be traced to:

A) flow states.
B) product preferences.
C) need assimilation.
D) different beliefs.

Question 48

The use of psychological,sociological,and anthropological factors combined with demographic information to identify potential markets is called:

A) power-driven segmentation.
B) ulstrith coding.
C) cultural segmentation.
D) psychographic segmentation.

Question 49

A ________ is a belief that some condition is preferable to its opposite.

A) moral
B) value
C) need
D) want

Question 50

The letters of VALS stand for:

A) vacation and leisure segments.
B) varied-attitude list survey.
C) values and lifestyles.
D) varied actions linked to strategy.

Question 51

A psychographic study of men aged 18-24 who drink and drive found four different groups:

A) nerds, yuppies, problem kids, well adjusted.
B) well adjusted, nerds, problem kids, rockies.
C) party animals, nerds, yuppies, problem kids.
D) good timers, nerds, problem kids, well adjusted.

Question 52

Holding down a well-paid job,Jeremy is not short of resources,but he is impulsive and always seeking unusual activities,such as trying to climb to the summit of Everest.According to the VALS typology,he can fit into which of the following groups?

A) achievers
B) experiencers
C) strivers
D) makers

Question 53

Gen's main focus at the moment is her career,but she chose a government position over a private sector company or entrepreneurial endeavour.According to the VALS typology,she can fit into which of the following groups?

A) fulfilled
B) achievers
C) experiencers
D) strivers

Question 54

Contemporary psychographic research groups consumers according to a combination of all of these variables EXCEPT:

A) knowledge of past advertising campaigns.
B) how consumers actually spend their time.
C) demographic characteristics of consumers such as income and education.
D) what consumers find interesting and important.

Question 55

Sets of different products with symbolic meanings which are related are called:

A) symbolic investitures.
B) consumption constellations.
C) harmonic convergences.
D) symbolic market groups.

Question 56

Jill is a vegetarian because of health reasons and Robert is a vegetarian because of animal cruelty concerns.While both may share the same consumption patterns,they differ in what fundamental aspect?

A) their politics
B) their values
C) their lifestyles
D) their education

Question 57

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) demographics
D) outcomes

Question 58

As a marketer,you would use psychographic segmentation for all of the following EXCEPT:

A) developing overall strategy.
B) positioning the product.
C) identifying characteristics of those with destructive consumption behaviours, such as drug use or excessive gambling.
D) measuring market volume.

Question 59

When Naomi went to teach English in Taiwan,it took her ages to become:

A) enculturated.
B) acculturated.
C) easternized.
D) socialized.

Question 60

When interior designers integrate products from many different categories (such as appliances,furnishings,and even artwork)into a unified whole or a specific decorating style,they are relying upon the principle of:

A) market complementarity
B) market consistency
C) product complementarity
D) harmonic convergence

Question 61

Consumers are beginning to place a high value on buying green brands and products from green companies.This shift towards personal and global health has been termed by some researchers as:

A) conscientious consumerism.
B) a fad.
C) idealism.
D) environmentalist propaganda.

Question 62

A key strength of motivational research is that it does not rely on Freudian theory.

Question 63

Ease of use and durability are examples of:

A) cultural values.
B) product-specific values.
C) consumption-specific values.
D) core values.

Question 64

The process of learning the beliefs and behaviours that are endorsed by one's own culture is called:

A) acculturation.
B) accomodation.
C) enculturation.
D) cultural valuation.
E) accustomization.

Question 65

Jennifer is a marketing manager for a clothing manufacturer.She wants to have two product lines: one targeted at price sensitive consumers and one targeted at affluent consumers.To differentiate the two brands,she intends to create distinct brand personalities.Keith argues this is dangerous because a company cannot have two brands with different personalities.Keith is right.

Question 66

Freudian theory implies that consumers cannot tell us their true motivations for buying a product.

Question 67

Each of the following is a type of socialization agent except:

A) parent.
B) friend.
C) teacher.
D) religious leader.
E) computer.

Question 68

Personality refers to a person's unique psychological makeup,thought by some consistently to influence the way a person behaves.

Question 69

A household cleaner that advertises its durability is appealing to which type of value?

A) cultural
B) core
C) product-specific
D) consumption-specific

Question 70

Frank Simms has decided to use Yoda (i.e.,Star Wars wise man character)to promote a new model of a notebook computer.Frank knows that many marketing messages use characters to convince people about the merits of products.Frank has decided to use the technique to his advantage.Upon which of the following psychologist's ideas has Frank based his advertising strategy?

A) Karen Horney
B) Sigmund Freud
C) Carl Jung
D) Alfred Adler

Question 71

Which of the following is not a feature of people that fit into the LOHAS segment?

A) They worry about the environment.
B) They want products to be produced in a sustainable way.
C) They spend money to advance personal development.
D) They are also referred to as "society's innovators."

Question 72

The id is essentially a person's conscience.

Question 73

Someone characterized as high in public self-consciousness is likely to enjoy engaging in effortful cognitive activity.

Question 74

Trait theory refers to those subjective components of the self ("traits")that intuitively "make sense" even though they cannot be measured quantitatively.

Question 75

Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people.

Question 76

Jung believed that we are a product of past experiences.

Question 77

Samantha Hollings is studying psychology.During her studies,she makes a conclusion based on what she has read about Freudian theory.Her conclusion is that the ego is a mediator between temptation and virtue.Is her conclusion true or false?

Question 78

Within each culture,there are usually beliefs or a set of underlying goals most people agree are important.Values that can be thought of as desired end states or goals for both individuals and their society are termed:

A) terminal values.
B) behaviour objective values.
C) instrumental values.
D) means-end values.
E) self-actualization values.

Question 79

The Rokeach Value Survey is intended to measure:

A) consumption-specific values, such as convenient shopping and good service.
B) how consumer values are dependent on culture.
C) a set of terminal values.
D) comparative house prices across North America.

Question 80

Values that specify the actions needed to achieve some higher-order value are termed:

A) terminal values.
B) behaviour objective values.
C) instrumental values.
D) means-end values.
E) self-actualization values.