Question 1

AIO statements consist of consumer responses identifying their:
A) activities, interests, opinions
B) attention, interests, opinions
C) activities, interests, outcomes
D) attitudes, ideas, opinions
E) attention, interests, outcomes

Accepted Answer

AIO statements refer to consumer responses that identify their activities, interests, and opinions, which are used in market research to understand consumer behavior and preferences.

Question 2

Sets of different products with symbolic meanings which are related are called:
A) symbolic market groups
B) consumer preferences
C) symbolic investitures
D) consumption constellations
E) harmonic convergences

Accepted Answer

Consumption constellations refer to sets of products that are symbolically related and often used together to convey a particular lifestyle or identity.

Question 3

Jim sees himself as being confident, powerful, and heroic. According to the Brandasset Valuator Archetypes developed by ad agency Young & Rubicam, Jim would be classified as a _ .
A) Troubadour
B) Sage
C) Magician
D) Patriarch
E) Warrior

Accepted Answer

The Warrior archetype is associated with traits such as confidence, power, and heroism, which align with how Jim sees himself.

Question 4

The letters of VALS stand for:
A) values and lifestyles
B) varied- attitude list survey
C) value- added licensing segmentation
D) varied actions linked to strategy
E) vacation and leisure segments

Accepted Answer

VALS stands for "values and lifestyles," which is a psychographic segmentation tool used in marketing to categorize consumers based on their values, attitudes, and lifestyles.

Question 5

Andre would just love to have that cream puff that he sees through a bakery window on Yonge Street in Toronto. But, he resists the urge and keeps on walking. Freudian theory would say that this is representative of the:
A) left hemisphere of the brain
B) ego
C) superego
D) right hemisphere of the brain
E) id

Accepted Answer

The superego is the part of the personality that represents the moral and ethical values of society. It is the superego that tells us what is right and wrong, and it is the superego that makes us feel guilty when we do something wrong. In this case, Andre's superego is telling him that it is wrong to eat the cream puff, and so he resists the urge and keeps on walking.

Question 6

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) animism
B) humanism
C) cultism
D) modernism
E) objectivism

Accepted Answer

Animism is the belief that objects, places, and creatures all possess a distinct spiritual essence, which aligns with Eric's belief in the medallion's magical qualities.

Question 7

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

Accepted Answer

The answer of All of the following statements about psychographics...

Question 8

A psychographic study of men aged 18- 24 who drink and drive found four different groups:
A) party animals, nerds, yuppies, problem kids
B) good timers, nerds, problem kids, well adjusted
C) nerds, yuppies, problem kids, well adjusted
D) good timers, nerds, yuppies, problem kids
E) well adjusted, nerds, problem kids, rockies

Accepted Answer

The answer of A psychographic study of men aged 18-...

Question 9

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) eroticism
B) femininity
C) status
D) magic- mystery
E) security

Accepted Answer

The act of removing long gloves in a sensual manner aligns with the motive of eroticism, as it involves a subtle and suggestive form of undressing that can be perceived as alluring or seductive.

Question 10

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:
A) the tests have too often been improperly used or arbitrarily changed, so results could not be valid
B) trait scales were designed to measure gross overall tendencies, not specific brand preferences
C) it makes good intuitive sense that consumers would buy products that are extensions of their personalities
D) researchers are just not able to predict consumers' behaviours on the basis of their measured traits; the measurements lack validity
E) traits highlight the potential importance of the unconscious motives underlying a purchase

Accepted Answer

Trait measurements do not primarily focus on unconscious motives; they are more concerned with observable personality traits and tendencies.

Question 11

Many analysts believe that middle- aged men and women that purchase sports cars are using the sports car as a substitute for sexual gratification. If this is true, it would be an illustration of the idea that most Freudian applications in marketing relate to the product's .
A) sexual symbolism
B) need to dominate the competition
C) hidden values
D) interactive qualities
E) relationship to latent sexual deviant tendencies

Accepted Answer

Freudian applications in marketing often relate to the sexual symbolism of products, suggesting that products like sports cars can serve as substitutes for sexual gratification.

Question 12

Psychological approaches to the concept of personality in the early part of the 20th century were based on all of the following, EXCEPT:
A) encounters with others
B) qualitative analysis
C) quantitative analysis
D) dream interpretations
E) accounts of traumatic experiences

Accepted Answer

Quantitative analysis was not a primary focus in early 20th-century psychological approaches to personality, which were more qualitative and interpretive in nature.

Question 13

When Linda saw the ad for the new Swifter mop, she rushed out and bought one. She can be considered to have the trait of:
A) self- consciousness
B) innovativeness
C) need for cognition
D) extroversion
E) materialism

Accepted Answer

Linda's quick decision to purchase the new Swifter mop suggests she is open to trying new products, which is indicative of innovativeness.

Question 14

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 Kellogg's rooster
C) the Michelin Man
D) the Quaker Oats man
E) the John Deere tractor symbol

Accepted Answer

The Quaker Oats man, introduced in 1886, is credited as the first "brand personality."

Question 15

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) passive
B) detached
C) aggressive
D) attached
E) compliant

Accepted Answer

According to Horney's research, a compliant personality tends to seek approval and affection, often conforming to others' expectations, which can include choosing well-known or popular brands.

Question 16

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

Accepted Answer

James's tendency to think deeply about things, especially when making selections, aligns with a strong need for cognition, which is a trait characterized by a preference for engaging in and enjoying thinking.

Question 17

Although a brand's personality can be very difficult to change, marketers can accomplish this to certain extent by their product.
A) skimming
B) repositioning
C) allocating
D) over- solidifying
E) reanimating

Accepted Answer

Repositioning involves changing the target market's perception of a brand or product, which can alter its personality.

Question 18

Wind Outfitters most probably have adopted a wolf as part of their company logo to develop:
A) competitive fear
B) company acceptance
C) corporate strategy
D) brand personality
E) market share

Accepted Answer

A wolf in a company logo is likely used to convey traits associated with wolves, such as strength, loyalty, and teamwork, which contribute to the brand's personality and identity.

Question 19

All of the following characterize a person who has an allocentric orientation EXCEPT:
A) They enjoy working on craft projects, such as building models and knitting
B) They have more of an individualistic orientation toward products, associations, and society.
C) They have a group orientation and enjoys doing things with large groups of people.
D) They are more likely to have odd habits because of unresolved conflicts from her childhood.
E) They enjoy spending time in the kitchen and preparing meals

Accepted Answer

An allocentric orientation is characterized by a focus on group activities and social interactions, rather than individualistic pursuits. Therefore, having an individualistic orientation is not characteristic of an allocentric person.

Question 20

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) Makers
E) Strivers

Accepted Answer

Gen is focused on her career and chose a government position, which indicates that she values stability and security. This aligns with the Achievers segment of the VALS typology, who are characterized by their ambition, success orientation, and desire for recognition.

Quiz 6: The Self and Gender Identity

AIO statements consist of consumer responses identifying their:

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

Jim sees himself as being confident, powerful, and heroic. According to the Brandasset Valuator Archetypes developed by ad agency Young & Rubicam, Jim would be classified as a _ .

The letters of VALS stand for:

Andre would just love to have that cream puff that he sees through a bakery window on Yonge Street in Toronto. But, he resists the urge and keeps on walking. Freudian theory would say that this is representative of the:

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

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

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?

All of the following are current views of the use of trait measurements for predicting brand/product choices, EXCEPT:

Many analysts believe that middle- aged men and women that purchase sports cars are using the sports car as a substitute for sexual gratification. If this is true, it would be an illustration of the idea that most Freudian applications in marketing relate to the product's .

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

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

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

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:

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:

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

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

All of the following characterize a person who has an allocentric orientation EXCEPT:

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: