Question 1

According to the psychoanalytic approach to personality, which personality element focuses on pleasure seeking and immediate gratification?

Accepted Answer

The id is the personality element that is driven by the pleasure principle and seeks immediate gratification of basic instincts and urges, regardless of consequences. It operates on an unconscious level and seeks to satisfy biological and psychological needs, such as hunger, sex, aggression, and pleasure. The ego and superego, on the other hand, operate on conscious and preconscious levels, respectively, and are responsible for mediating between the id's impulses and the external reality, as well as moral and social norms. The actual self refers to the individual's conscious sense of identity and self-perception.

Question 2

Which term refers to the totality of thoughts, emotions, intentions, and behaviours that a person exhibits consistently as he or she adapts to his or her environment?

Accepted Answer

Personality is the term used to describe the totality of thoughts, emotions, intentions, and behaviours that a person exhibits consistently as he or she adapts to his or her environment. It encompasses various traits, including attitudes, values, habits, and patterns of behavior. Self-concept refers to an individual's perception of their own personality, whereas introversion refers to a personality trait associated with preferring solitude or quiet introspection. Individuality refers to a person's unique characteristics that set him or her apart from others.

Question 3

In which approach to studying personality are behaviours assessed at a number of points in time?

Accepted Answer

This approach is called the aggregation approach, which involves observing and recording a person's behavior across multiple situations and over time to establish patterns and consistencies that can be indicative of personality traits or characteristics.

Question 4

Jenny is shy and often afraid to speak to other people. She would rather read a book than interact with others. Sometimes she's sad, though, because she would like to be a little more outgoing. Which term best describes these thoughts, emotions, and behaviours Jenny exhibits?

Accepted Answer

Jenny's thoughts, emotions, and behaviors are indicative of her personality, which encompasses her shyness, preference for solitude, and occasional desire to be more outgoing.

Question 5

Demographics refers to the way consumer lifestyles are measured.

Accepted Answer

Demographics refer to characteristics of a population, such as age, gender, income, education, etc. It is not about measuring consumer lifestyles.

Question 6

Self-concept refers to the totality of thoughts and feelings that an individual has about him- or herself.

Accepted Answer

Self-concept encompasses a person's thoughts and feelings about their own identity, abilities, and characteristics, as well as their perceptions of how others view them. It is a comprehensive and multifaceted construct that can have a significant impact on various aspects of an individual's life.

Question 7

The VALS group called "Believers" are self-expressive consumers who tend to be young, impulsive, and enthusiastic.

Accepted Answer

The VALS group called "Believers" are actually conservative and traditional consumers who place great value on stability and order. They are generally older and more religious than the "Innovators" (who are the self-expressive, young, and enthusiastic group).

Question 8

Consumers have a single self-concept.

Accepted Answer

Consumers may have multiple self-concepts depending on the situation, context, and social identity. For example, a person may have different self-concepts as a professional at work, a parent at home, and a hobbyist in a social club.

Question 9

Which term refers to the descriptions of how individual consumers differ according to specific traits or patterns of behaviour?

Accepted Answer

Individual difference variables refer to the descriptions of how individual consumers differ according to specific traits or patterns of behavior, such as demographic variables, psychographic variables, and behavioral variables.

Question 10

Symbology is the study of symbols and their meanings.

Accepted Answer

Semiotics is the study of symbols and their meanings.

Question 11

The external self refers to the beliefs that a consumer has about how he or she is seen by others.

Accepted Answer

This is the social self. The actual self refers to how a consumer currently perceives him- or herself.

Question 12

The car brand Cadillac appeals to the esteem level needs of upscale car buyers.

Accepted Answer

Cadillac is a luxury car brand that is typically targeted towards high-end consumers who are seeking a vehicle that not only provides reliable transportation, but also meets their desire for prestige and status. Therefore, it is safe to say that Cadillac appeals to the esteem level needs of upscale car buyers.

Question 13

Self-matching theory proposes that much of consumer behaviour can be explained by the match between a consumer's self-concept and the image of typical users of a focal product.

Accepted Answer

The answer of Self-matching theory proposes that much of consumer...

Question 14

Understanding consumers is very important for marketers. But not all consumers are alike. For example, some consumers learn better through written words, while others prefer images. Some are frugal, while others are free-spenders. Which term refers to these traits that differ among consumers?

Accepted Answer

Individual difference variables refer to traits that differ among consumers, such as learning style, spending habits, and personality. Demographics refer to basic descriptive traits like age, gender, and income, while psychographics refer to attitudes, values, and lifestyle preferences. Self-concept variation is not a commonly used term in consumer behavior research.

Question 15

According to the shared meaning perspective, consumers agree on the shared meaning of products and symbols.

Accepted Answer

According to the symbolic interactionism perspective, consumers agree on the shared meaning of products and symbols.

Question 16

AIO statements represent a popular psychographic method in consumer research that divides consumers into groups based on resources and consumer behaviour motivations.

Accepted Answer

AIO statements (Activities, Interests, Opinions) are used in psychographic research to understand consumer lifestyles, not to divide them based on resources and motivations.

Question 17

Which of the following statements does NOT accurately describe personality?

Accepted Answer

Personality is not a static concept and can change over time due to various factors such as life experiences and personal growth. Therefore, it is important to measure personality at multiple points in time to fully understand its development and manifestation in a person's behavior.

Question 18

Geodemographic techniques combine data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions.

Accepted Answer

Geodemographic techniques do indeed combine data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions.

Question 19

Who advocated the psychoanalytic approach to personality?

Accepted Answer

Sigmund Freud is known as the founder of psychoanalytic theory, which emphasizes the role of unconscious motives and childhood experiences in shaping personality.

Question 20

Cosmopolitan Elites is an example of one of the VALS subgroups.

Accepted Answer

Cosmopolitan Elites is not a subgroup in the VALS framework. VALS (Values and Lifestyles) is a psychographic segmentation tool that includes groups like Innovators, Thinkers, and Achievers, but not Cosmopolitan Elites.

Quiz 6: Personality, Lifestyles, and the Self-Concept