[MKT201] Chapter 6: Personality and Lifestyles
B
According to motivational research thought, when a woman 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? A) disalienation B) eroticism C) magic-mystery D) status
C
According to research done by the Research Institute on Social Change (RISC) in Paris, people motivated by change and creativity would rate high on the ________ axis of their research scale. A) local B) social C) exploration D) individual
A
According to the PRIZM NE system, the ________ cluster is characterized as having new money; being parents in their 40s and 50s; living in newly built subdivisions with tennis courts, swimming pools, and gardens; and having high wine usage and low motorcycle usage. A) Furs & Station Wagons B) Tobacco Roads C) Blue-Blood Estates D) American Dreams
A
According to the theories of Carl Jung, our shared memories create ________, which involve universal themes and appear frequently in myths and stories across cultures. A) archetypes B) patterns of behavior C) Doppelgangers D) symbolic communities
C
Ad Bait Advertising Agency has a new technique for reaching consumers. It tailors its clients' ads to consumers based on consumer Internet use. Specifically, Ad Bait tracks what Web sites are visited by selected consumers and then determines what ads would be best suited to these consumers. Which of the following terms most closely matches Ad Bait's strategy for reaching consumers? A) lifestyle research B) personality research C) behavioral targeting D) Web spying
C
Age, education, income, occupation, family size, and stage in the life cycle are all illustrations of which of the following lifestyle dimensions? A) Activities B) Interests C) Demographics D) Opinions
B
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? A) the id B) the superego C) the anti-ego D) the ego
B
An advertiser that uses its Web site to attract consumers classified as Innovators, Achievers, and Experiencers most likely uses which of the following segmentation systems? A) AIO inventories B) VALS2 C) RISC systems D) PRIZM NE system
D
An individual who scores low on an assessment of the personality trait of dynamism would be LEAST likely to be categorized in which of the following VALS2 groups? A) Believers B) Strivers C) Achievers D) Makers
D
Both Justin and Craig are business majors and live in the same dorm. Justin's room looks like a Bass Pro Shops showroom, with fishing trophies and lures on the wall and pictures of fishing trips across his study desk. Craig's room features posters of his favorite 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. A) motivation aptitudes B) ego C) brand awareness D) lifestyle
D
Brand ________ refers to the extent to which a consumer holds strong, favorable, and unique associations with a brand in memory-and the extent to which the consumer is willing to pay more for the branded version of a product than for a non-branded version. A) dynamics B) position C) logo D) equity
B
Consumer researchers have adapted some of Sigmund Freud's ideas. In particular, his work highlights the potential importance of ________ that underlies our purchases. A) rational-thinking B) unconscious motives C) conscious motives D) deviant behavior
B
Eric has a St. Christopher's medallion that he received from his late grandfather. The magical qualities (e.g., good luck qualities) of this gift have helped Eric have less fear about the world around him. In times of need, Eric rubs the medallion and it seems as if St. Christopher actually comes alive to help him through his difficulties. Eric's feelings toward this medallion are best described by which of the following terms? A) objectivism B) animism C) humanism D) Doppelgangerism
B
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? A) The colors orange and black are two of the most powerful colors in the color spectrum. B) The tiger supplies powerful animal symbolism and it contains vaguely sexual undertones. C) The size of the tiger enhances a male's ego. D) The playful nature of the tiger is appealing to female consumers.
C
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? A) Karen Horney B) Sigmund Freud C) Carl Jung D) Leo Burnett
B
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? A) Personality is a set of consistent traits that do not change from one environment to the next. Either Hannah or her friends are wrong in their observations. B) Personality is a person's unique psychological makeup that consistently influences behavior within a certain environmental situation. Although behavior will be consistent within consistent environments, it does not have to be consistent between environments. C) Personality is a hypothetical construct that grows stronger with age. Hannah is most likely to be extroverted for the rest of her life. D) Hannah's behavior on a weekend night is due to Freudian problems with her superego.
A
In a Freudian interpretation, what is the function of the ego? A) The ego is a system that mediates between the id and the superego. B) The ego determines an individual's degree of self-involvement. C) The ego operates on the pleasure principles and is constantly seeking psychological dominance and enjoyment. D) The ego is one of several archetypes that represent the shared memories and motives of almost all humans.
C
In the 1950s, a perspective called ________ research attempted to use Freudian ideas to understand the deeper meanings of products and advertisements. A) psychic B) archetype C) motivational D) lifestyle
C
Jeffrey Quills is seen by his friends as a somewhat strange person. At times he is lovable, warm, and friendly. At other times he can be mean-spirited, uncaring, and hostile to all who know him. With respect to a general statement of personality, which of the following statements most closely matches what friends observe about Jeffrey's personality? A) People have a standard personality that can be categorized into one of five categories. B) Psychologists agree that a standard personality component exists in all people. C) Many studies have found that people do not seem to exhibit stable personalities. D) Most psychologists have completely abandoned the concept of personality.
B
Jill Grace was interested in marketing a new product in Germany. Three years ago, marketing research indicated that the product would fail, but Jill believed a number of lifestyle and socio-cultural changes had taken place that might make her product more attractive than it was three years ago. Which of the following psychographic segmentation typologies would be the most logical place for Ms. Grace to begin her analysis of acceptance potential in the German market? A) VALS2 analysis B) RISC analysis C) PRIZM NE analysis D) Geodemographic analysis
D
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) Patriarch B) Sage C) Troubadour D) Warrior
D
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 brand ________ with its products. A) dynamics B) animism C) parity D) equity
D
Lee-Ann Wang is young and enjoys risky experiences such as skydiving, bungee jumping, and snowboarding. To which of the following VALS2 groups would Lee-Ann most likely belong? A) Thinkers B) Achievers C) Strivers D) Experiencers
C
Linda named the car she drove to work every day, Sylvia. She talked to her friends about the personality traits her little car seemed to have. Linda has ________ her car. A) branded B) archetyped C) anthropomorphized D) repositioned
D
Most Freudian applications in marketing relate to the product's ________. A) brand personality B) hidden values C) need to dominate the competition D) sexual symbolism
D
Motivational researchers attempted to use Freudian ideas to better understand consumer behavior. Many researchers believe that it is wrong to use this approach to study customers. Why? A) Freudian theories have been shown to not apply to modern consumers. B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace. C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation. D) Some researchers believe that motivational research is not valid or reliable; while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.
D
Nick has not been happy with his company's approach to advertising. Nick hired an advertising consultant who told him that he should focus more on one of his major market segments that was very high in allocentrics. Which of the following would be the best promotion for Nick to use to reach this allocentric segment? A) show a consumer solving a problem alone B) show a consumer who is accompanied by a pet making a decision C) show a consumer who uses a self-help hotline on the Internet to solve a problem D) show a group of consumers solving a problem through consensus building
B
Norma Shields is a researcher investigating lifestyles of the rich and famous. This week she is examining her target audience's views on food, the media, fashion, and recreation. Which of the AIO categories is the subject of Norma's research at present? A) Activities B) Interests C) Opinions D) Demographics
C
One important system of marketing psychographic measures is AIOs. What do AIOs measure? A) Agreeableness, Ideas, and Observations B) Activities, Ideas, and Operations C) Activities, Interests, and Opinions D) Age, Interests, and Otherness
B
Our culture's current fascination with stories featured in movies like the Harry Potter Series and The Lord of the Rings in which the magician and the patriarch triumph over the sorcerer and the dictator emphasize the importance of ________. A) war in changing our society B) positive archetypes C) extroversion overcoming introversion D) the superego overcoming the id
C
Popular online matchmaking services such as match.com and eharmony.com offer to create your "personality profile" and then hook you up with other members whose profiles are similar. This is an example of an approach to personality that focuses on the quantitative measurement of ________. A) Freudian theory B) brand theory C) personality traits D) subconscious desires
C
Product ________ occurs when the symbolic meanings of different products are related to one another. A) similarity B) symmetry C) complementarity D) symbology
A
Sharon noticed that many of her high-end, outdoor spa customers drive Volvos, a luxury car known for its safety record and high performance. Which of the following terms best illustrates what Sharon has observed in her customers? A) product complementarity B) motivational compliance C) conscientious association D) segment ecologies
C
The Claritas, Inc.'s PRIZM NE system classifies every ________ in the country into 1 of 66 categories reflecting different demographic and consumption patterns. A) county B) state C) zip code D) residence
C
The VALS2 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. A) Believers B) Strugglers C) Innovators D) Makers
C
The ________ marketing perspective recognizes that people sort themselves into groups on the basis of the things they like to do, how they like to spend their leisure time, and how they choose to spend their disposable income. A) personality B) motivation C) lifestyle D) archetypical
C
Today thousands of brands borrow personality traits of individuals or groups to convey an image marketers want consumers to form of their brands. An early brand personality was communicated in 1886 by the ________. A) Coca-Cola polar bear B) John Deere tractor symbol C) Quaker Oats man D) Marlboro man
D
Variables that measure psychological, sociological, and anthropological characteristics are referred to as ________. A) demographics B) ergonomics C) symbionics D) psychographics
B
What characterizes a person with an idiocentric orientation? A) enjoyment of the company of odd and unusual people B) an individualistic orientation toward products, associations, and society C) a group orientation and enjoyment of doing things with large groups of people D) a likelihood of having odd habits due to unresolved conflicts from one's childhood
C
What psychographic segmentation typology is based on the measurement axes of exploration/stability, social/individual, and global/local? A) AIO inventories B) VALS2 C) RISC systems D) PRIZM NE system
A
What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) trait theory B) collective unconscious theory C) Freudian theory D) social conflict theories
B
Which of the following best describes the purpose of the Global MOSAIC system developed by the British firm Experian? A) classifies people based on their sexual preferences B) classifies people based on 14 common lifestyles C) classifies people based on their receptiveness to change D) classifies people based on their credit ratings
D
Which of the following consumption motives most likely explains a person's motivation to purchase gourmet foods, foreign cars, cigarette holders, or perfume? A) security B) eroticism C) magic-mystery D) individuality
d
Which of the following is based on the concept that "birds of a feather flock together"? A) parallel scaling B) psychometric synchronization C) bimodal scaling D) geodemography
A
Which of the following psychographic studies would place a large sample of respondents into homogeneous groups based on similarities of their overall preferences? A) general lifestyle segmentation B) lifestyle profile C) product-specific segmentation D) product-specific profile
D
Which of the following theorists proposed that a person's adult personality results from a conflict between a person's desires to gratify his or her physical needs and the necessity of functioning within a society? A) McClelland B) Alsop C) Reisman D) Freud
A
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 that these young women experiment with many varieties of products. This market is most likely being governed by which of the following? A) the 80/20 rule B) the pyramid principle C) the derived demand rule D) the surrogate buyer principle
A
________ defines a pattern of consumption reflecting a person's choices on how he or she spends their time and money. A) Lifestyle B) Motivation C) Pattern development D) AIO inventory development
D
________ refer(s) to analytical techniques that combine data on consumer expenditures and other socioeconomic factors with geographic information about the areas in which people live in order to identify consumers who share common consumption patterns. A) Psychographics B) Geographics C) Demography D) Geodemography
C
________ refers to a person's unique psychological makeup and how it consistently influences the way a person responds to his or her environment. A) Lifestyle B) Beliefs C) Personality D) AIO inventory
