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?

Accepted Answer

Carl Jung's theory of archetypes suggests that there are universal, symbolic images that reflect common human experiences, and one of these archetypes is the "wise old man." Yoda fits this archetype and can be used in advertising to appeal to consumers' subconscious desires for guidance and wisdom.

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.

Accepted Answer

The difference in the rooms reflects their lifestyle choices and interests. Justin's interest in fishing is reflected in the decor of his room, while Craig's love of music is evident in his room's posters and CDs. It is not necessarily a difference in motivation aptitudes, ego, or brand awareness.

Question 3

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

Accepted Answer

Freudian applications in marketing often focus on the sexual symbolism of products, as Freud's theories emphasize the influence of unconscious desires and instincts, including sexual ones, on human behavior.

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?

Accepted Answer

Freud proposed the psychoanalytic theory, which suggests that an individual's adult personality is shaped by unconscious conflicts between their three distinctive components of personality- the id, ego, and superego. This theory suggests that conflicts occur between the desires to gratify physical needs and the necessity of functioning within society.

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?

Accepted Answer

The act of removing long white gloves in front of a date is often associated with an expression of sensuality and eroticism. Therefore, B (Eroticism) is the most likely motive behind this action, according to motivational research.

Question 6

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

Accepted Answer

Motivational research was the approach that attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. The research focused on uncovering consumers' hidden, subconscious motivations for purchasing certain products.

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?

Accepted Answer

This choice best aligns with the current understanding of personality as a combination of both consistent traits and situational influences. Hannah may have a generally introverted personality, but her behaviour on a weekend night could be influenced by the environment and specific social situations. Personality is not a hypothetical construct that automatically grows stronger with age, nor is it necessarily related to Freudian theories of the 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.

Accepted Answer

According to Carl Jung, our shared memories create archetypes, which are universal symbols or patterns of behavior that appear frequently in myths and stories across cultures.

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?

Accepted Answer

Trait theory proposes that personality consists of a set of traits or characteristics that differ from one person to another. These traits can be measured and used to compare individuals on dimensions such as introversion and extroversion. Collective unconscious theory, Freudian theory, and Archetype theory all propose different explanations for personality and do not focus primarily on traits.

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.

Accepted Answer

Freud's psychoanalytic theory suggests that our behavior is heavily influenced by our unconscious motives and desires. Therefore, consumer researchers have adapted some of his concepts to understand the role of unconscious motives in consumer behavior.

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 ________.

Accepted Answer

The statement mentions creating a 'personality profile' and matching it with other similar profiles. This approach focuses on the quantitative measurement of personality traits. Therefore, option C is the correct choice. The other options such as ego, id, and animism do not correlate with the given context.

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 ________.

Accepted Answer

According to the BrandAsset Archetypes model, the Warrior archetype is characterized by bravery, strength, and ability to overcome challenges. Jim's self-perception of being confident, powerful, and heroic aligns with the Warrior archetype, making option D the best choice.

Question 13

Motivational research relies on ________ individual consumers.

Accepted Answer

Motivational research often uses depth interviews to explore the underlying motivations and emotions of individual consumers.

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?

Accepted Answer

According to Freudian theory, the id is the primitive and instinctual part of the human psyche that seeks immediate pleasure and gratification without considering the consequences or morality of its actions. Andrew's decision to prioritize his social life over his academic responsibilities suggests that his id dominated in his decision-making process.

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?

Accepted Answer

The consumption motives of individuality and uniqueness are associated with purchasing products such as gourmet foods, foreign cars, cigarette holders or perfume. These products are often seen as luxury items that allow individuals to express their unique tastes and preferences.

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?

Accepted Answer

The ad is appealing to the superego, which is the part of the Freudian system that represents our moral and ethical standards. The ad is implying that it is important to maintain good personal hygiene and not offend others, which aligns with the values of the superego.

Question 17

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

Accepted Answer

According to Freudian theory, the ego is a system that mediates between the id and the superego, balancing the unconscious desires of the id with the moral and social constraints of the superego. The ego operates on the reality principle, seeking to gratify the id's desires in ways that are consistent with the demands of external reality.

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 ________.

Accepted Answer

The sentence is referring to archetypes, which are universal symbols and patterns found across cultures and time periods. The magician and patriarch archetypes are often associated with positive qualities such as wisdom, strength, and protection, while the sorcerer and dictator archetypes are associated with negative qualities such as greed, corruption, and tyranny. The popularity of stories featuring these archetypes suggests that they hold a powerful appeal for many people.

Question 19

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

Accepted Answer

The pleasure principle is closely associated with the id in Freudian theory. The id operates on the pleasure principle, seeking immediate gratification of basic drives and desires without concern for consequences or societal norms.

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.

Accepted Answer

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. A person's personality is shaped by a variety of factors, including genetics, upbringing, experiences, and personal attitudes and beliefs. Personality traits can include things like extroversion or introversion, openness to experience, conscientiousness, neuroticism, and agreeableness.

Quiz 5: Personality