Question 1

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?

Accepted Answer

Alfred Adler was instrumental in advancing the idea that much of human behavior could be understood by knowing how motivation is related to the feeling of inferiority, which he termed the "inferiority complex."

Question 2

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?

Accepted Answer

Personality can manifest differently in different environments, meaning Hannah can be introverted in some situations and more extroverted in others, like during social events.

Question 3

Frank Simms has decided to use Yoda (e.g., Star Wars wise man) 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?

Accepted Answer

Frank's strategy is based on Carl Jung's ideas, particularly the concept of archetypes. Yoda represents the "wise old man" archetype, which is a universal symbol that can influence consumer behavior by tapping into shared unconscious imagery.

Question 4

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

Accepted Answer

These are all examples of activities, which are actions or pursuits that people engage in as part of their lifestyle.

Question 5

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:

Accepted Answer

According to Freudian theory, the id is the part of the personality that contains our primal desires and drives, operating on the pleasure principle, seeking immediate gratification. The child's immediate desire for the Caramilk bar represents the id.

Question 6

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

Accepted Answer

Product complementarity refers to the integration of various products that complement each other to create a cohesive and unified design or style.

Question 7

Social issues, politics, products, and culture are all illustrations of which of the following lifestyle dimensions?

Accepted Answer

Opinions reflect a person's thoughts and beliefs about social issues, politics, products, and culture, making them a dimension of lifestyle.

Question 8

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

Accepted Answer

The term "anthropomorphized" refers to attributing human characteristics to non-human objects or beings, which aligns with the concept of animism at this level.

Question 9

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:

Accepted Answer

Survivors in the VALS typology are those who focus on meeting basic needs and often feel like they are just getting by, which aligns with Willy's situation.

Question 10

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

Accepted Answer

In Freudian theory, the superego is the part of the personality that acts as a moral conscience, incorporating societal standards and values.

Question 11

The three Freudian systems are the:

Accepted Answer

Freud's structural model of the psyche consists of three parts: the id, ego, and superego. These systems interact to shape human behavior and personality.

Question 12

Which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume?

Accepted Answer

The consumption motive of individuality explains the desire to express one's unique identity and personal style, which aligns with purchasing distinctive or luxury items like gourmet foods, foreign cars, or perfume.

Question 13

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) in front of her date, she is following which of the following motives?

Accepted Answer

Eroticism is the motive related to sensuality and sexual attraction, which aligns with the act of removing gloves in a sensual manner.

Question 14

Sometimes it makes sense to segment by where consumers live because:

Accepted Answer

Regional differences often influence product and lifestyle preferences, making geographic segmentation effective.

Question 15

If a brand is perceived as frequently available on a special deal, consumers will likely infer it having which personality trait?

Accepted Answer

The answer of If a brand is perceived as frequently...

Question 16

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

Accepted Answer

The id is the part of the mind in Freudian theory that is driven by the pleasure principle, seeking to maximize pleasure and avoid pain.

Question 17

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.

Accepted Answer

Brand equity refers to the value and strength of a brand that is well-established in the minds of consumers, which L. L. Bean has achieved through its reputation for quality and dependability.

Question 18

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 make the summit of Everest. According to the VALS typology he can fit into which of the following groups:

Accepted Answer

Experiencers are motivated by self-expression, are young, enthusiastic, and impulsive consumers who seek variety and excitement, which aligns with Jeremy's behavior.

Question 19

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 was 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.

Accepted Answer

The survey results indicate that the Jeep Cherokee is popular among people who fly fish for trout, suggesting that the vehicle fits their lifestyle, which includes outdoor activities and possibly off-road driving.

Question 20

refers to a pattern of consumption reflecting a person's choices of how he or she spends time and money.

Accepted Answer

Lifestyle refers to the way a person lives, including their patterns of spending time and money, which reflects their choices and preferences.

Quiz 6: The Self and Gender Identity