Personality Quiz

Which is an example of​ anthropomorphism?

A car owner thinks that his car is cool and fun. He sometimes talks to it as a friend.

According to this​ chapter, marketers segment consumers based on contemporary psychographic​ research, which includes categories of variables such as​ ______________.

Activities, interest, and opinions

According to the VAL​ system, consumers that have strong principles and favor brands are considered​ ________.

Believers

The Pillsbury Doughboy and the Jolly Green Giant are examples of​ ________.

Brand Personalities

Taco​ Bell's very successful decision to offer tacos produced with Dorito brand shells is an example of which strategy described in this​ chapter?

Co-Branding

The famous psychologist Sigmund Freud proposed that much of​ one's adult personality stems from a fundamental conflict between a​ person's ________________ and the necessity to function as a responsible member of society.

Desire to gratify his or her physical needs

​Lee-Ann Wang is young and enjoys risky activities such as​ skydiving, bungee​ jumping, and snowboarding. To which of the following VALS2TM groups would​ Lee-Ann most likely​ belong?

Experiencers

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?

Individuality

The VALS2TM group that has the highest degree of resources and innovation is termed the​ ________. This group is concerned with social issues and is open to change.

Innovators

The concept of ​________ refers to a​ person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment.

Personality

Marketing strategies based on personality differences have met with mixed​ success, partly because of the way researchers have measured and applied these differences in​ ________ to consumption contexts.

Personality traits

When the ego tries to balance opposing forces, it uses the _________

Reality Principle

The laundry detergent Cheer was once advertised as​ "all-tempa-Cheer," with the promise that it was effective regardless of water temperature.​ Today, its ads promote it for its​ color-safe properties. Which strategy was involved in developing the​ brand's new​ personality?

Repositioning

The​ ________ is the counterweight to the id. This system is essentially the​ person's conscience. It internalizes​ society's rules​ (especially as parents teach them to​ us) and tries to prevent the id from seeking selfish gratification.

Superego

Young teenage girls are very heavy users of makeup​ (especially eye​ shadow). Though the size of this market is smaller than the larger adult​ market, marketers have learned that the consumption pattern is very heavy and these young women experiment with many varieties of products. This market most closely resembles which of the following​ principles?

The 80/20 Principle

An advertisement emphasizes 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​ odor." What part of the Freudian system is this ad appealing​ to?

The Superego

Esso​ (now Exxon in the United​ States) used the work of Ernest Dichter to influence its​ "Put a Tiger in Your​ Tank" ad campaign. Which of the following conclusions formed the rationale for the famous​ campaign?

The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones

It is possible to use psychographics to identify distinct segments even for mundane products such as soap

True

Consumer researchers have adapted some of Sigmund​ Freud's ideas. In​ particular, his work highlights the potential importance of​ ____________ that​ influence(s) our purchases.

Unconscious motives

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​ ________.

Warrior

A​ consumer's ___________ refers to the various ways the consumer decides to invest time and money and how these consumption choices reflect his values and tastes.

lifestyle